While experiencing impressive high-growth through a direct-to-consumer model, Ruka Hair sought to optimize their social media advertising spend for maximum return on investment (ROI). Previously, social media ads linked directly to the main e-commerce site, potentially creating a disconnect for users with specific product interests. This generic approach could lead to user confusion and missed conversion opportunities.

To address this challenge and create a more user-centric experience, I championed a strategic shift towards bespoke landing pages. These targeted landing pages mirrored the creative and messaging of each social media ad campaign. This ensured a seamless transition for users, guiding them from the initial ad interaction to highly relevant product information on the landing page.

For instance, a social media ad highlighting a new innovative hair extension product would be linked to a corresponding landing page featuring captivating visuals of the product, detailed descriptions focusing on its benefits, and testimonials from satisfied customers with Afro-textured hair. This laser focus on the advertised product fostered user engagement and encouraged them to take the desired action, such as "Shop Now" or "Add to Cart."

By implementing targeted landing pages, Ruka was able to yield significant improvements for paid media efforts. Prioritising a user-centric approach and optimising the acquisition funnel resulted in:

A 65% Increase in acquisition marketing efficiency ratio (aMER): Engaged users on the targeted landing pages were more likely to explore and purchase additional products relevant to their initial interest. This translates to a higher conversion rate (CVR), indicating a more efficient acquisition marketing strategy and added to customer lifetime value (CLTV).

Acquisition Costs Halved: The effectiveness of the landing pages in converting website visitors into paying customers significantly reduced the cost of customer acquisition through social media advertising.

These results demonstrate the power of data-driven strategies in optimising the user journey for social media traffic. By tailoring the landing page experience to align with social media ad creatives, Ruka Hair leveraged its advertising spend for maximum impact. This project accelerated their high-growth trajectory within the Afro-textured hair market.