Project Scope: We acquired management of a struggling skincare listing that was bleeding cash due to poor conversion rates. Our goal was to restructure the unit economics and achieve profitability within 60 days.
1. The Challenge
The product (a premium facial serum) had potential, but the previous “agency” had failed on fundamentals:
- Conversion Rate: 4.2% (Category benchmark: 12%).
- Visuals: Generic stock photos that didn’t justify the $28 price point.
- Inventory: Overstocked with 2,000 units gathering long-term storage fees.
2. The Execution
We treated this as a “Relaunch,” not an optimization.
The Strategy Shift:
- Visual Overhaul: Replaced images with “Lifestyle + Benefit” graphics.
- Price Anchoring: Raised price to $32 but added a 20% coupon to boost CTR.
- Traffic: Shifted PPC spend from broad keywords to “Problem-Solution” long-tail terms.
3. The Results
The results validated the “Premium Positioning” thesis.
- Daily Sales: 3 Units → 42 Units / Day (Stable)
- Conversion Rate: Jumped from 4.2% to 14.8%
- ACOS: Stabilized at 24% (Profitable)
*This asset is now in the “Maintenance & Scale” phase of our management cycle.