Growing online sales for a clothing store

About the project

A full digital strategy for a Ukrainian womenswear brand. The job was to grow online sales and brand recognition among women aged 25 to 40.

The challenge

Low brand recognition, expensive customer acquisition through ads and a weak social presence. Site conversion sat below the category average, and every lead cost $45.

What we did

Built a social strategy around content from customers themselves, launched performance campaigns on Meta and Google with proper segmentation, and reworked the site for conversion.

What worked

The biggest effect came from content, not budget. Photos from actual buyers answer the one objection that decides an online clothing purchase: what does this look like on a real person rather than on a model. Cost per lead started falling right after the switch, on the same budget.

What went wrong

For the first two months we scaled campaigns too fast. The algorithm never finished learning, and cost per lead stayed near $40 instead of the $25 we expected. We had to stop expanding and give the campaigns three weeks to settle.

What we should have done

Introduce new audiences in slices of 20% of budget per week and leave a campaign alone until it collects 50 conversions. It is dull, and it is cheaper.

What a proper plan does to the economics

At the old cost of $45 and 120 leads a month, the client spent $5,400. By the end of the period, 245 leads at $27 came to $6,615 with twice the flow of enquiries.

Budget grew 22%, leads doubled. Per thousand dollars spent: 22 leads before, 37 after.