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THE CLIENT

GLOVIDA

DIGITAL MARKETING | LANDING PAGE DESIGN

Established with the desire to be a trusted provider of health and beauty essentials at better prices, Glovida.com prides itself on bringing consistent value and service to its customers with the added convenience of next day home delivery. The online specialty store carries a wide variety of health and beauty supplements, including those that are hard to get or were once only available through clinics.

1. THE CHALLENGE

Having identified a gap in the market, Glovida.com wants to boost its online visibility, drive traffic to its online store and grow its customer base quickly while achieving a positive return-on-investment. Before we came into play, they were not getting much sales from Facebook Advertisements, having spent a good sum on advertising. Furthermore, Glovida.com was interested in rolling out a dedicated referral programme to encourage referral sales.

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2. OBJECTIVES

Facebook Advertising Strategy

Develop a robust Facebook Advertising strategy to convert traffic into downloads

Referral Marketing

Run a referral programme to provide incentives for existing customers to refer their friends to buy from Glovida.com.

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3. CONCEPTUALISING & PLANNING

Glovida.com’s main objective is to acquire as many new customers as possible in conjunction with its 1-year celebratory site-wide promotion within a short period of 1.5 weeks. We came up with a comprehensive Facebook Advertising strategy to target various audiences ranging from Interests and Demographics to Lookalike Audience and Retargeting. As the products consumed varied from group to group, we made sure to customise the advertising copies and showcased only products that are specific and relevant to each group.

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4. THE DIGITAL STRATEGY

The main objective is to reach online users who are looking for a reliable and convenient way to shop for health and beauty supplements and vitamins along the different stages of the sales funnel. We focused on Facebook Ads as it allows us to define the target audience by interests, demographics and through retargeting to include past web visitors and cart-abandoners. Customised advertising copies with strong call-to-action are paired with carefully put together product catalog and promotional visual to encourage conversion.

Once a customer has made a purchase, referral marketing seamlessly takes over the post-purchase stage. Customers are introduced to the friend referral programme, where both the customer and friends of the customer are incentivised for every first purchase made on Glovida.com.

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A. Creating Offers Through Facebook Marketing

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B. Driving Traffic To Website

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C. Encouraging Add To Cart

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D. Converting to Purchases

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E. Triggering Referral
Email To Increase Conversions

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5. FACEBOOK ADVERTISEMENTS

Reaching The Desired Audience

We crafted multiple types of Facebook ads (some examples below), highlighted the promotion and tweaked the advertising copies using products that will appeal most to the target audience, hence encouraging them to take action. We also made use of their current mailing list and Lookalike Audience to generate a highly targeted audience of potential visitors and optimised the advertisements for conversion.

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5. FACEBOOK ADVERTISEMENTS

Reaching The Desired Audience

We crafted multiple types of Facebook ads (some examples below), highlighted the promotion and tweaked the advertising copies using products that will appeal most to the target audience, hence encouraging them to take action. We also made use of their current mailing list and Lookalike Audience to generate a highly targeted audience of potential visitors and optimised the advertisements for conversion.

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6. MAXIMISING ROI THROUGH RETARGETING

Using successful Facebook retargeting, we were able to retarget past web visitors and cart abandoners by creating highly relevant ads with strong call-to-action, thereby increasing engagement and conversions by placing the brand as top of mind. For every dollar spent on advertising, $20.10 in revenue was earned just by retargeting web visitors. Similarly for retargeting cart abandoners, for every dollar spent on advertising, $14.60 was earned in revenue.

Every new customer acquired is automatically enrolled in Glovida.com’s referral programme, where they are given a personalised referral link to share socially with their friends. By giving a strong incentive for the customers and their friends and paying attention to the details in crafting the referral marketing, we are able to get more new users to visit and shop at Glovida.com.

Retargeting Web Visitors

To target potential customers who have browsed the website before, we created ads to showcase Glovida.com’s best sellers using customised product sets while making use of the current promotion to entice shoppers to make the purchase.

Retargeting Cart Abandoners

An effective way to retarget shoppers to complete the sale is through reminding them of products they have viewed or added to cart previously on Glovida.com. Using the storewide promotion and discount code in the ad copies, we were able to capture their attention and ultimately lead to conversion.

Referral Marketing

The sales funnel does not just end at purchase. By giving value, i.e. referral reward, to existing customers, Glovida.com is able to benefit from referral sales, along with tacit endorsement brought in through social sharing of referral rewards. This also keeps the customers coming back, contributing to more conversions.

THE RESULTS

92%

Lower Cost
Per Conversion

10%

Growth in
User Base

10.57x

ROI

Have a look at our other case studies!

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