ECOMMERCE / BEAUTY PERFORMANCE OPTIMISATION

FRANK BODY (VIC)

Australian skincare brand reducing customer acquisition costs through audience consolidation, influencer whitelist ads, and conversion-focused landing page optimisation.

📌 Brand Snapshot

Industry: Beauty & Skincare eCommerce
Location: Victoria, Australia
Focus: Reduce CPA & increase profitability
Goal: Improve margin efficiency

Highly competitive beauty niche
Overlapping audience segments
Broad targeting inefficiencies
Landing page speed affecting conversions

🚧 Challenges & 🧠 Strategy

Challenges

Escalating CPMs in beauty category
Campaign audience overlap reducing efficiency
Wasted spend from broad targeting
Site speed impacting conversion rates

Strategy

Audience consolidation across campaigns
Creative refresh using testimonial-driven ads
Influencer whitelist campaigns for trust scaling
Landing page speed optimisation

⚙️ Execution

Audience structures merged to reduce overlap

Testimonial creatives deployed across Meta campaigns

Influencer whitelist ads implemented

Landing page speed improved through optimisation

📈 Results (6 Months)

Customer acquisition cost: -33%

ROAS: +44%

Landing page load time: -39%

Net profit margin: Improved

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