How We Boosted Revenue & ROAS for Goodness.me with Data-Backed Paid Media & a High-Conversion Website Experience
About
Goodness.me is a leading organic baby care brand with a commitment to organic, safe, and high-quality formulations. While the brand built a loyal customer base, to scale its online presence further, Goodness.me aimed to optimize its paid media strategy to drive better performance through digital channels, including its native website.
The Objective
Goodness.me aimed to enhance its digital presence through a comprehensive strategy that combined performance-driven paid media campaigns with an optimized website experience. The brand sought to improve return on ad spend (ROAS) and drive higher revenue by implementing targeted advertising efforts. Alongside paid media optimization, Goodness.me aimed to develop an SEO-friendly and visually appealing website that would not only elevate brand perception but also provide a seamless and engaging user experience.
The Challenge
Before partnering with RepIndia, Goodness.me faced several challenges that hindered its growth in the competitive baby care market. In terms of paid media, the brand struggled to establish a distinct identity amidst numerous competitors offering similar products at comparable price points. A major hurdle was the relatively higher pricing of Goodness.me’s entry-level products, which made customer acquisition more challenging. Additionally, as a newly launched brand, Goodness.me required an SEO-friendly and easy-to-navigate website that not only aligned with its organic ethos but also provided a seamless shopping experience to drive engagement and conversions.
Our Approach
Paid Media Strategy
- Implemented a full-funnel approach, leveraging historical customer data to create targeted campaigns on Facebook and Instagram while aggressively optimising Google Shopping Ads.
- Conducted an in-depth competitor analysis to identify market gaps and positioning opportunities.
- Designed and executed precise keyword campaigns to maximise search visibility and drive brand awareness.
- Launched strategic retargeting campaigns for high-intent audiences, including cart abandoners, past converters, and product page visitors.
- Developed lookalike audiences and targeted competitor segments to expand reach and attract new customers.
- Introduced seasonal and product-specific ad campaigns to capitalise on consumer trends and drive higher engagement.
Website Design & Development
- Created a minimalist, well-structured design that allows for quick and easy readability.
- Designed an aesthetically pleasing interface incorporating high-quality product imagery to enhance user experience.
- Ensured brand consistency by following Goodness.me’s signature black, pink, and white hues by beautifully shot natural product images.
- Focused on a seamless UX and SEO-friendly structure to improve search rankings and drive organic traffic.
- Developed the website on Shopify optimising it for performance, mobile responsiveness, and easy navigation.
Results
ROAS
67
%
Year Over Year
Revenue
24
%
Year Over Year
Sales
15
%
Year Over Year
Results
Our strategic interventions delivered outstanding results, driving significant improvements across both paid media and website performance. Goodness.me witnessed a 12% increase in overall revenue and a 1.1X boost in ROAS, reinforcing the impact of a well-structured paid media strategy. Conversion rates and average order value saw a notable uplift, while improved returning customer rates highlighted stronger brand loyalty. Additionally, the newly designed website offered a visually engaging and intuitive user experience, enhancing organic discoverability and ensuring seamless navigation for customers.
