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7.2x uplift in the RoAS
for an Apparel company

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Issue:

Apparel is a very competitive category and there is a high dependence on paid
traffic and tactical campaigns. The company was not getting adequate returns from
Campaigns.

Basal Approach:

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Analyzing the user behavior by traffic source

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Landing page audit for different campaigns and the metrics

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Understanding the purchase intent by different medium

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Analyzing message strategy my medium

Action Taken:

Here were the actions taken based on key problem areas identified.

Action Taken:

Here were the actions taken based on key problem areas identified.

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Landing page redesign & multiple landing pages.

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Reallocating the campaign budget by medium basis analytics.

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Monitoring & course correction, budget allocation

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A/B testing for messaging by geography, age group

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Media Mix Modelling – a statistical model for understanding RoI by medium

Results

Upon Implementing the
actions following were
the results.

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7.2x

Uplift on RoAS

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170%

Increase in time spent on the website

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2.3x

Uplift from P1 geographies

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Tools Used

Highlights of some of the
tools used for Basal's
CRO Process.

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