Paid Media & Landing Page | Skinfood

#paidmedia #landing page optimization #website conversion #traffic

How it started:

Skinfood is a Korean skincare brand that targets 2040 women who are interested in natural and clean beauty.
After the biggest website renewal, the goal for Skinfood was to solidify the brand reputation by reaching out to new audience who are interested in K-beauty and skincare, and to increase sales by targeting a lookalike audience based on the website customer base.

My role:

- Conceptualize a landing page and paid social ad plan with E-commerce team.
- Set up a marketing funnel for new customer and convert them to subscribers.
- Planned an editorial calendar with contents team to finalize ad creatives.
- Cooperated with E-Commerce team to select key products and advertising channels.

Solutions:

- Created a lookalike audience based on website subscribers and video campaign viewers who had completed watching Skinfood branding video.
- Optimized the landing page for the first time website visitors and offered a sign-up compensation by cooperating with E-commerce team.
- Executed A/B testings on ad creatives, targets (age & interest), and monitored the paid media campaign on Google and Meta.
- Created new CRM marketing campaigns and customized emails to remind promotion details and make conversion actions.

Results & Next Steps:

By testing different types of ads, figured Skinfood loyal customer’s age bracket and key product listings / ad types that brought the most clicks. Based on the result, Skinfood is able to sort the best ad type for traffic with the most landing page views.
Compared to the previous month, first-time customer sales increased by 400% with 6x ROI and expanded market share and website traffic by 320%(Based on Google Trend, Similar web KW analysis).
Next goal is retaining new customers by CRM marketing and loyalty program while keeping the current search volume. Also, plan a cross-selling strategy by sending customized product recommendation emails.