Clippet’s Growth: 4X Lower Signup Costs & 60% Repeat Purchases

Challenge

When we started working with Clippet, they faced several challenges:

1. Low Initial Traction: Despite running Google Search and Meta image ads optimized for purchases, the brand struggled to gain momentum. As a new business, they lacked awareness and trust among their target audience.
2. Ineffective Campaigns: Search ads targeting agency-related keywords and Meta ads focused on “delivery in 90 minutes” failed to resonate with users. The creatives lacked clarity, and campaigns did not yield signups or purchases.
3. Trust and Credibility: Users were hesitant to engage with the brand due to a lack of awareness and credibility.
4. High Cost per Signup: Initial campaigns optimized for purchases were expensive and yielded minimal results, necessitating a strategy shift.
5. Underperforming Google Ads: Search ads were not aligning with user intent, making it difficult to achieve meaningful results.
6. Conversion Tracking Issues: The website lacked proper tracking for key actions like signups and purchases. As a result, the client was unable to attribute conversions accurately, leading to inefficient campaign optimization and missed opportunities to scale effectively.

Solution

Step 1: Strategic Shift in Campaign Goals

After analyzing the challenges, we recommended shifting the primary campaign goal from driving purchases to encouraging user signups. This approach aimed to build trust and create a database of potential customers who could be nurtured over time.

Step 2: Allocating Budget to High-Performing Meta Campaigns

Through continuous testing, we identified that Meta was driving a higher number of purchases and signups, indicating that our targeting was ideal. Recognizing this, we allocated more budget to Meta campaigns, focusing on audience segments that showed strong intent. We ran multiple tests with different audience profiles and, over a few weeks, refined our ideal target audience, which significantly boosted website orders and signups.

Step 3: A/B Testing Bid Strategies on Google Ads

To enhance Google Ads performance, we tested two different bidding strategies:

• Maximize Conversions: Initially, we optimized campaigns for this strategy to acquire a higher quantity of purchases and signups.
• Maximize Conversion Value: Once the campaigns had gathered sufficient conversion data, we transitioned to this strategy to focus on higher-value conversions, ensuring a better return on ad spend (ROAS).

This bid strategy shift helped us move beyond just increasing signups and purchases to optimizing for higher-value transactions.

Step 4: Revamping Creative Strategies

We emphasized the importance of testing diverse creative formats to attract the target audience. To identify the best-performing creatives, we introduced a structured A/B testing approach, where we tested 2-3 new creatives every week. This enabled us to continuously refine our messaging and visuals.

• Video Creatives: We observed that video ads significantly outperformed image and carousel creatives. These videos, often influencer-generated, clearly explained Clippet’s process, delivery speed, and key USPs.
• Carousel Ads: Showcased different design categories and portfolio samples.
• Image Ads: Focused on clarity, highlighting affordability and speed.

By consistently refreshing creatives and testing different approaches, we identified video as the highest-performing format, leading to a significant increase in website purchases.

Step 5: Collaborative Introduction of the ₹99 Design Category

Recognizing the need for a game-changing strategy, the client introduced a new design category priced at ₹99, offering template-based designs as an affordable entry point.

We promptly adjusted our campaigns to highlight this offering, which significantly boosted engagement, signups, and even purchases. While many purchases were for ₹99, this approach helped acquire new customers at scale.

Step 6: Optimizing Google Ads Strategy

Search ads continued to underperform due to mismatched user intent. To address this, we recommended and launched a Performance Max (PMax) campaign integrated with Clippet’s shopping feed. This comprehensive approach leveraged Google’s full inventory, driving:

• Increased visibility across search, display, YouTube, and other networks.
• Relevant traffic and conversions at a reduced cost.

Results

Through consistent monitoring, optimization, and collaborative efforts, we achieved the following:

1. Consistent Growth in Signups: Observed a weekly 15-20% increase in signups alongside a controlled ad spend increase of 5-10%.
2. Reduced Cost per Signup: Optimizing campaigns and introducing the ₹99 design category lowered the cost per signup by 4x.
3. Successful Launch of PMax Campaigns: Within 2–3 weeks, PMax campaigns generated over 100 signups at a lower cost compared to Meta ads.
4. Steady Growth in Purchases: The affordable ₹99 design category attracted customers who later explored premium offerings. Recorded a consistent 5-10% weekly increase in website purchases.
5. High Customer Retention & Repeat Purchases: One of the biggest successes was the quality of purchases we were generating. Nearly 60% of first-time buyers returned for repeat purchases, significantly increasing revenue. The repeat order rate indicated strong customer satisfaction and loyalty, helping Clippet scale efficiently.