A case study on efficient advertising and customer acquisition optimization in the beauty industry!

With the development of society, the growth momentum of industries such as beauty, makeup, and weight loss is becoming increasingly rapid, and the "appearance economy" has gradually become an important part of daily life. However, the challenges faced by the beauty industry are also severe: traffic costs are rising, customer acquisition costs remain high, market competition is becoming increasingly fierce, and brands do not have a stable source of customers.

How can you make your ads reach your intended audience and improve ad conversions? Today, the editor brings you a marketing case in the beauty industry . In the end, the advertiser’s customer cost dropped by 700%, and the cumulative number of customers reached over 100,000! Let me show you together below.

Background introduction: The advertiser Lianzina is a well-known brand under Qiandai Group, providing semi-permanent beauty solutions for women. It has more than 130 directly-operated stores, fully covering first- and second-tier cities, and is a leading brand in China's semi-permanent industry. However, in previous promotions, offline order distribution and other methods were mainly used, which was time-consuming and labor-intensive, and the results were not ideal. In August 2018, Lianzina decided to try online advertising. Following the advice of the optimizer, it placed QQ space information flow ads to efficiently tap into online traffic.

1

Favorable policies + material optimization

Breaking down traffic acquisition barriers

In 2018, Tencent opened multiple advertising channels to the beauty industry. Lianzina took decisive action and chose QQ space resources as its first choice for advertising . QQ Space has more than 530 million monthly active users, and the mainstream user group is the new generation of young consumers, which matches Lianzina’s target group. Among them, the information flow ads on the QQ space homepage are particularly native and low-intrusive, making them very suitable for Lianzina's advertising.

1. Outer style optimization

We tried single-image ads, three-small-image ads, full-width large-image ads, etc. Lianzina's main core service is semi-permanent eyebrow tattooing, so we finally selected pictures of beautiful women with nice eyebrows and made them into a three-picture splicing style. The picture material focused on the beautiful women's eyebrows, which was in line with the product highlights. In the early stage of the launch, 70 sets of materials were prepared per day, and the launch data was tested and adjusted in time to maintain freshness.

2. Optimize the outer copy

The copywriting "You can be beautiful without drawing eyebrows" is close to the hearts of consumers, highlighting Lianzina's high-quality eyebrow tattoo service capabilities and dispelling customers' concerns about making choices.

(Before outer style optimization)

(After optimizing the outer style)

2

Two-step upgrade of conversion link

Efficient customer acquisition in one step

"We hope to make Lianzina the preferred brand in the semi-permanent beauty field. Therefore, in marketing, we hope to bring together our loyal customers and convey our beauty information and promotions to them as soon as possible." said Andy, Lianzina's marketing director.

When designing the Lianzina advertising landing page, the optimizer started from the two perspectives of conversion and retention. First, they used the information retention form to attract customers to leave information, and then guided customers to shop in the store through subsequent sales follow-up ; secondly, by adding WeChat and other methods, they built the brand's private domain traffic, guided customers to repurchase, and achieved long-term retention .

Based on this, the optimizer optimized the Lianzina advertising landing page in two steps:

Initial stage: The conversion link is long, which affects the conversion effect

At first, Lianzina’s landing page information form took the form of leaving the customer’s name and phone number, and then sent sales staff to follow up based on the phone number left by the customer. From front-end exposure, customer clicks to leave information, to sales staff telephone communication to confirm customer intention, and finally to guiding customers to the store or adding WeChat, the conversion chain is too long and the back-end conversion rate is less than 10%.

Optimization stage 1: Optimize the information retention form and shorten the conversion link

Through communication with the optimizer, Lianzina changed the content of the information form on the advertising landing page to obtain the customer's WeChat ID and city. On the one hand, by changing from obtaining the phone number to obtaining the WeChat, the customer's concerns about receiving countless harassing calls were eliminated ; on the other hand, obtaining the customer's city made it easier for sales in different cities to follow up in a timely manner and reduce resource waste during the follow-up process. By retaining customers on WeChat, you can also enhance customer stickiness through methods such as Moments and group messaging, and build brand private domain traffic. After this optimization , customer service efficiency increased to 40%.

Landing page first stage optimization diagram

Optimization stage 2: Turn passivity into initiative, customers come to you on their own initiative

Advertisers were quite satisfied with the improvement results of the first phase and increased the scale of their advertising. In the next advertising campaign, the optimizer hopes to improve the advertising effect. After a systematic analysis, the optimizer believes that after asking the customer to leave their WeChat, they still need the customer's consent before adding friends and communicating, which is very passive. Therefore, we decided to turn passive into active and let customers actively add Lianzina’s customer service WeChat to improve conversion efficiency.

Illustration of the second stage of landing page optimization

After clicking into the Lianzina advertising landing page and selecting a city, you can directly copy Lianzina’s customer service WeChat. At the same time, a large picture of a 398 yuan discount was added to the second-jump interface to guide customers to add WeChat for follow-up information. The customer relationship efficiency was as high as 100%, and the customer relationship cost was reduced by 700%.

Guide customers to add WeChat through the second page

3

Targeted optimization + advertising space expansion

Advertising from point to surface

In addition to breakthroughs in internal and external advertising materials and updates to landing page information retention forms, Lianzina has also worked hard to expand targeted tags and advertising resource locations.

1. Targeted Tags

When traffic is sufficient, select female users aged 18-45 , and select behavioral interest tags such as beauty and fashion ; when traffic is tight, relax the interest and behavioral tags, turn on automatic expansion and increase the duration of advertising.

2. Expansion of advertising space

In addition to QQ Space, Lianzina wants to expand new advertising space to obtain more high-quality traffic. After communicating with the optimizer, Lianzina chose Tencent News, Tencent Video and other advertising spaces to place video ads, with good results. In terms of the distribution areas, Lianzina has also developed from the initial small-scale distribution in Jiangsu, Zhejiang and Shanghai to large-scale distribution across the country.

From the initial Jiangsu, Zhejiang and Shanghai to the current coverage of first- and second-tier cities across the country, Lianzina's store growth rate has exceeded 100%, and Tencent Advertising has played an indispensable role in this. In the future, Lianzina will continue to develop mobile advertising and collaborate to explore new ways to attract customers.

Advertisement previews for Tencent News, Tencent Video, etc.

The advertiser said: "The competition in the beauty industry is very fierce now. In the past, we used offline order distribution and other methods to promote the business, but the traffic we obtained was very small and the cost was high. Telemarketing also failed to retain customers in our own traffic pool for subsequent operations. At the suggestion of the optimizer, we asked customers to actively add customer service WeChat and explored a new path for growth and customer acquisition in the beauty industry. The customer acquisition cost dropped to around 100 yuan, with very good results." Andy, the marketing director of Lianzina, said.

4

Optimization Summary

1. When choosing advertising materials, beauty brands usually use high-quality customer photos on the outer layer to attract attention and guide customers to click . At the same time, you can use promotional copy to increase customer interest.

2. The conversion path should be continuously optimized during the advertising process. You can learn from Lianzina’s exposure → click the landing page button → obtain Lianzina’s customer service WeChat → actively add the model, guide customers to actively add customer service WeChat, and promote user purchase conversion.

3. Consumers in the beauty industry are mainly women. In the targeted strategy, young women with relatively high consumption needs are selected, whose interests and behaviors are biased towards beauty and fashion. When the traffic is sufficient, refined labels should be selected to anchor target potential customers . When the traffic is tight, restrictions should be appropriately relaxed to gather target customers.

4. Advertisers in the beauty industry can learn from Lianzina’s advertising strategy and adopt a multi-resource joint investment approach to increase advertising exposure, form an advertising communication matrix, and capture target potential customers in all directions.

Author: Weimeng Mengju

Source: Weimeng Mengju