When Complement came to us they had a strong brand presence with No Meat Athlete, solid products and a good website, but their paid advertising was not performing well.
Even spending up to $1,000 a day, the Return On Ad Spend (ROAS) would not improve. Our initial goal was to reach at least 1.3x ROAS to break even, as their subscription-based model could then leverage the lifetime value of each customer.
The supplement niche is very competitive and CPMs were very high ($45 per link click), so the main challenge was improving the creatives. By producing and testing hundreds of videos, titles, ad copies, hooks, and landing pages, we lowered link click prices by half, setting a better base for scale.
The next challenge was the funnel. With iterations on their lead magnets, optimizing their website for conversion and testing different offers, we achieved an 82% lift in conversions on their website.
Regardless, the biggest problem was their audience/message fit. The initial audience was vegan athletes and young people looking to improve their fitness, but the message was not converting well.
However, with deep customer research we realized their most loyal customer were women in their 40+ who had families and cared a lot more about longevity. That’s why their message shifted from fitness to general health benefits like nail growth, stamina, and prevention, which attract the right audience for their products.
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