Episode 687

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Published on:

11th Apr 2025

[Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!

Ralph Burns unpacks a powerful case study from Tier 11’s vault that showcases how one beauty and wellness brand increased revenue by 57% and new customer acquisition by 73%—all without relying on TikTok or short-form content. Ralph dives into the exact creative strategies, ad structures, and conversion-optimized landing pages that drove the results, with an emphasis on the underutilized power of long-form video, Meta Ads, and segmentation by NAC and NAOV. If you're a DTC brand looking to scale profitably—especially in the beauty space—this episode is your blueprint.

Chapters:

  • 00:00:00 - Ralph Kicks It Off: A Solo Session Worth Tuning Into
  • 00:00:37 - Inside the Case Study: Beauty Brand Transformation Begins
  • 00:01:06 - Numbers That Matter: 57% Sales Growth, 73% New Customers
  • 00:01:59 - Unlocking the Three Core Levers of Business Growth
  • 00:02:41 - New Customer Acquisition: Cracking the Code
  • 00:03:27 - Increasing Average Order Value (NAOV) with Smart Offers
  • 00:04:20 - Meet the Beauty Brand That’s Breaking the Mold
  • 00:05:03 - Why Data Visibility Changes Everything (NAC & NAOV Explained)
  • 00:06:19 - Real Shopify Results: 73% More New Customers
  • 00:07:12 - Understanding MER vs. NMER (And Why They Matter)
  • 00:08:05 - Why ROAS Isn’t the Whole Story Anymore
  • 00:09:00 - The 22% NAOV Boost—And How It Happened
  • 00:10:08 - What's Driving the AOV Increase? Spoiler: It's Not Luck
  • 00:11:26 - Meet the Machine: How the Conversion Engine Powers Profit
  • 00:13:27 - Creative That Converts: The Secret Sauce Behind the Ads
  • 00:17:50 - Paid Traffic Tactics That Actually Work
  • 00:18:47 - Retarget Like a Pro: Smarter Custom Audiences
  • 00:20:21 - Level Up Your Audience Strategy (No Gimmicks Needed)
  • 00:20:48 - Why We Shut Off Meta's Auto-Tweaks (And You Should Too)
  • 00:22:03 - Turning Organic Wins Into Paid Performance
  • 00:24:19 - YouTube on Deck: Multi-Platform Growth Moves
  • 00:27:08 - Lead Gen Isn’t Just for SaaS: Ecom Tactics You’re Missing
  • 00:28:21 - Landing Pages Built to Sell (and Upsell)
  • 00:35:38 - Don’t Just Sell—Engage with Transitional CTAs
  • 00:40:24 - Wrapping It Up: What’s Next for This Scalable Strategy

LINKS AND RESOURCES:

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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

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Kasim Aslam