Learn how U Beauty uses FERMÀT shopping experiences to slash CPA, while scaling conversion rates (CVR) along the way.

About

U Beauty is an award-winning skincare brand, backed by proprietary SIREN Capsule Technology. Founded by entrepreneur and influencer Tina Chen Craig in 2019, the brand quickly took the DTC beauty industry by storm when their first product sold out within a day of launch. Since then, the U Beauty team has continued to scale their ecommerce business in addition to expanding their retail presence, now present in over 100 global retailers.

The Challenge

U Beauty’s digital performance was hindered by two nonideal options: Meta Shops’ limited optimization opportunities, and PDPs/landing pages that weren’t performing up to their high-performing teams’ standards.

While the U Beauty team was happy with the performance they were seeing through Meta Shops, their ability to scale and optimize was limited by customization restrictions. Outside of Meta Shops, traffic driven directly to product pages and marketing landing pages wasn’t delivering the conversion rate their high-performing team desired. 

AJ (VP of Global Growth) and his team began searching for a landing page builder – ideally, one uniquely designed to support paid social traffic. That’s when they came across FERMÀT.

"There's really no customization that you can make to the PDP [on Meta Shops], so you can't necessarily provide additional context or listicle-style formats, like we've tested out with FERMÀT. Those aren't really options on Meta Shops right now." -AJ Patel, VP of Global Growth at U Beauty

The Solution & Strategy

FERMÀT enabled U Beauty to quickly and easily experiment more deeply with their shopping experiences, further testing CTAs, messaging, product bundling, discounting, and more. 

With FERMÀT, U Beauty continues to launch customized landing pages at scale, while integrating seamlessly into their media buying processes. Here are some of the strategies enacted that have been central to U Beauty’s growth with FERMÀT:

1. U Beauty created custom funnels for whitelisting ad traffic through key partners and influencers. The U Beauty team developed unique shopping experiences for each core influencer, within which they ran a variety of experiments. Featured messaging, product merchandising, soldier products presented, and creator UGC were iterated upon in order to maximize the efficacy of each funnel. These funnels provide unique, deeply branded shopping experiences that tightly align with the messaging provided in the creator’s asset that a shopper has clicked upon, thereby strengthening conversion rate. 
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2. In collaboration with their FERMAT Growth Manager, U Beauty used past purchase data to experiment with unique offers and shipping thresholds. Using customer purchase data, the U Beauty team was able to identify which products were most frequently bought together. From there, they built custom funnels featuring those products, and experimented with adjusting offers and free shipping thresholds accordingly. They also experimented with the presentation of bundling their best-selling duo versus highlighting product discounts within the funnel. 
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3. U Beauty developed distinct funnels to deeply educate paid social audiences on the value of their skincare products. Because U Beauty offers higher-value beauty SKUs, the team identified the need to further educate customers within the funnel on their unique product benefits. The U Beauty team then created highly educational advertorial pieces around the efficacy and value of the products, in addition to experimenting with the presentation of social proof in these funnels. 

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"With FERMÀT, it's really an iterative process. You may not get it right the first time, but over time, you're progressively getting better learnings. You're able to optimize, and ultimately, come to a place where you're seeing really great conversion rate and a really great CPA.” - AJ Patel, VP of Global Growth at U Beauty

The Results

Within their FERMAT funnels, U Beauty has seen approximately a 20% decrease in CPA, as well as a 200% increase in CVR in FERMÀT shopping experiences.

Since partnering with FERMÀT, U Beauty has increased the efficacy of their paid ad spend, in addition to achieving the high conversion rates they originally sought out to obtain. Check out the wins:

1. FERMÀT funnels launched on 4+ channels
2. 20% decrease in CPA in FERMÀT experiences
3. 200% lift in CVR in FERMÀT experiences within 6 months

“[Our Growth Manager] is consistently pushing us to test and iterate and learn. We're bouncing ideas off of each other. Super positive experience from an account management perspective.” - AJ Patel, VP of Global Growth at U Beauty

The U Beauty Team plans to continue leveraging FERMÀT as a vehicle for further experimentation and iteration, consistently unlocking new performance gains for their paid social channels.