Flower and tree seedlings: 8,507 orders at $3.64 each – ROAS 3.12
8,507 seedling orders at $3.64 each with a ROAS of 3.12
Key project metrics
Who the client is
An e-commerce project selling flower and tree seedlings across Ukraine. The core target audience is people aged 30-65+ interested in gardening and floriculture.
What the client needed
Launch seedling sales through the website at a KPI of no more than $4 per order. Initially the site produced orders at $5+, so it needed optimization and scaling.
What we did
Launch strategy developed
We developed a comprehensive project strategy accounting for the specifics of the niche and the target audience.
Creatives in every format
We created static, video and dynamic creatives. Simple statics, carousel posts and live videos with customers worked best.
Landing pages for the top products
We developed one-page sites for the 5 best-selling products to cut the cost per order from $5 to $2.5.
Testing audiences and formats
We tested 3-4 audiences (30-65+ without interests, interest-based, 3% LAL). We ran 4 ad accounts to scale the budget.
Expanding the target audience
We expanded the audience from women 30+ to everyone 18+. It turned out the younger age groups bought more cheaply.
Segmentation by placement
We split the campaigns separately by Instagram and Facebook, finding that Instagram gives a higher volume and a lower cost per order.
Results achieved
What it gave the client
The project proved the importance of hypotheses and experiments: expanding the audience and segmenting by placement allowed spend to be scaled with a better return ratio. The key to success was simple creatives in the niche and a readiness to move away from previous assumptions.
Screenshots and creatives
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