How We Increased Conversion by 31%, Reduced CAC by 17%, and Built Category Leadership in Neurocosmetics
The Problem
JustHuman wasn't competing against better skincare brands. It was competing against familiarity. Every skincare company promised cleaner ingredients, better actives and clinically-backed formulations. To customers, every brand looked the same.
JustHuman had a genuinely differentiated product in a novel category. The market simply didn't understand it.
The Bottleneck
The website demanded too much from the consumer. The product explained a concept most had never heard of, and most were not interested in learning about.
Consumers could not answer the most important question - why buy from JustHuman when there are dozens of other skincare brands - and the acquisition became significantly harder. As the traffic grew, the efficiency of the paid media was decreasing due to the inability to persuade the consumer to purchase a neurocosmetics skincare product over a regular one.
What Changed
We stopped selling a skincare products and started promoting neurocosmetics as an innovative concept. Using the 1st mover’s advantage, we focused on category creation. The website was re-positioned as an educational resource that simplified the process of buying a skincare product with a unique set of characteristics.
Instead of stating what benefits the product had over others, the website explained the science and guided the consumer through the diagnostic process. The focus shifted from trying to convince the consumer about the benefits to provide education and reduce some of the barriers to purchase.
What Was Implemented
- JustHuman was positioned as a neurocosmetics skincare brand to differentiate itself from similar competitors.
- The website was updated to provide an educational and informative experience to the consumer.
- A diagnosis-driven approach was implemented to help the consumer through the process of purchasing a unique skincare product.
- Simplified science was leveraged as an element to drive the conversion and reduce the number of unsubscribed customers.
- Generic skincare product descriptions were replaced with unique characteristics driving the category ownership and reducing the number of competitors the consumer had to compare with.
Results
+31% Conversion Rate Increase — Consumers were not intimidated by the novelty of the concept as they were well guided through the conversion process and understood the value proposition of the company prior to purchase.
-17% Customer Acquisition Cost Reduction — Improved positioning increased the efficiency of the advertising spend by reducing the CAC due to better audience targeting.
+23% Repeat Purchase Growth — A significant portion of unsubscribed customers were turned into repeat purchasers due to their understanding and appreciation of the unique value proposition offered by JustHuman.
+12% Average Order Value Increase — The diagnostic process allowed the company to suggest additional products based on the consumers’ specific needs which increased the AOV.
Category Ownership — JustHuman was able to own the neurocosmetics category and reduce the number of competitors it had to compete against.