Brand Background:
A rising D2C fashion brand specializing in sustainable casual wear approached Cognysis with a challenge: despite strong website traffic from social media campaigns, their conversion rate remained low, leading to missed revenue opportunities. They sought a solution to turn passive browsers into paying customers.
Objective: To drive sales growth by leveraging programmatic retargeting campaigns that convert high-intent website visitors into buyers.
While analyzing the brand’s website traffic, we noticed a high cart abandonment rate with 65% of the website visitors adding items to their cart but did not complete their purchase. Their previous campaigns and creatives audit showed landing pages not relevant to their audience and static creatives that did not resonate with the users who browsed specific products. We also noticed that the brand was not effectively segmenting their audience resulting in heavy spend on low intent audiences and minimal returns.
Our Approach
Cognysis created a personalized retargeting strategies designed to address the brand’s unique challenges –
- Behavior- Based Segmentation – We segmented users into three key groups for tailored messaging to meet each group’s needs :
- Cart Abandoners: High purchase intent but didn’t complete checkout.
- Product Viewers: Browsed specific items but didn’t take further action.
- General Visitors: Explored the website without clear purchase intent.
- Dynamic Creative Optimization (DCO) – Leveraging DCO technology, we served personalized ads based on users’ on-site behavior. For example:
- Cart abandoners saw ads featuring items left in their cart, paired with a time-sensitive 10% discount.
- Product viewers were shown visually appealing carousel ads highlighting similar or complementary items.
- General visitors received ads introducing bestsellers and highlighting free shipping offers.
- Smarter Bidding Strategies – We implemented bid adjustments to prioritize audiences most likely to convert, ensuring efficient budget utilization.
- A/B Testing – We ran A/B tests to determine which ad formats (e.g., static vs. carousel) and calls-to-action (CTAs) drove the best results, optimizing throughout the campaign.
Results
The programmatic retargeting campaign exceeded the brand’s expectations, driving measurable improvements across key performance indicators:
- Click-Through Rate (CTR): Achieved 3.2%, significantly above the 2% industry benchmark.
- Conversion Rate: Reached 8.5%, with cart abandoners converting at a remarkable 12%.
- Return on Ad Spend (ROAS): Generated a 6:1 ROAS, meaning every dollar spent on retargeting delivered six dollars in revenue.
- Cost Per Acquisition (CPA): Reduced CPA by 25%, allowing the brand to scale its campaigns further.
- North Star Metric: Boosted monthly revenue by 40% directly attributed to the retargeting efforts.
Key Takeaways –
- Personalization Drives Conversions: Ads tailored to user behavior created a seamless customer journey, making it easier for shoppers to complete their purchases
- Timing is Everything: Delivering ads at the right time—like a discount reminder 24 hours after cart abandonment—nudged users to act
- Efficient Budget Allocation: Focusing on high-intent users prevented wasted spend and maximized ROI.
Cognysis didn’t just improve their sales numbers; we showed them the power of data-driven advertising.
Ready to Make Programmatic Work for Your Brand?
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