Background
Menoveda is a growing female wellness brand dedicated to empowering women through their menopausal journey and beyond. With a mission to help women embrace their physical, emotional, sexual, and mental selves, Menoveda provides ayurvedic, science-backed, plant-based solutions tailored for midlife health.
Challenge Faced
Despite being a pioneer in the menopausal health domain and allocating substantial budgets to performance ads, Menoveda struggled to achieve desired conversions on its website. While their ads generated significant interest-based traffic, sales lagged, leading to a high Cost of Conversion (COC) and unsatisfactory Return on Ad Spend (ROAS). This gap highlighted the need for a refined targeting strategy to reach an audience genuinely looking for and capable of purchasing their specialized products.
Audience Strategy Undertaken
To address this challenge, Menoveda partnered with Xpert to implement a data-driven audience strategy. The approach focused on identifying ideal buyers- middle-aged, health-conscious women committed to mindful choices, by leveraging Xpert’s enriched buyer insights. By narrowing ad spends to this curated audience set having demonstrated a history of purchasing complementary products such as sanitary napkins, health supplements, pain management products, and healthy food, Menoveda could narrow its targeting focus. Thus eliminating non-serious buyer &, ensuring optimization of marketing efforts and budgets.
Results Achieved
By implementing Xpert’s audience strategy, Menoveda achieved notable improvements. A more precise targeting approach minimized their ad spend wastage & reduced customer acquisition costs by 41%. Prioritizing high-intent buyers led to better conversion rates, driving a 30% increase in ROAS. Additionally, the strategy provided deeper insights into Menoveda’s core audience traits and purchasing behaviors, enabling future optimizations.
Inferences & Insights
Behavior-driven targeting based on complementary purchasing patterns proved to be highly effective for Menoveda’s ad campaigns. The results underscore the importance of precisely targeting consumers who align with the brand’s product features & values. By understanding customer goals and aligning marketing strategies with the specific needs of menopausal women, Menoveda can also achieve higher engagement, trust, and sustainable growth.