Beauty / E-Commerce
Tria Beauty CRO Turnaround
Results
What we moved.
$5M
Increase in annual sales, 68% up from $7.4M to $12.5M
94%
Increase in ROAS, from 1.8 to 3.5
28%
Increase in mobile e-commerce conversion rate; Add to Cart completion up 25%
70+
Experiments run, with hundreds of creative assets tested
Challenge
Tria Beauty turned professional hair-removal laser technology into hand-held consumer devices and rode first-mover success in the US. By the 2020s, competition was squeezing sales and margins year on year. They moved the business to EAST from their incumbent agency to reverse the squeeze.
Solution
The audit came first. We mapped Tria’s full online ecosystem and found the biggest brake was the website itself: not built for a smooth e-commerce experience, and quietly taxing every dollar of media spent to fill it.
So the work ran on two tracks. On the media side, always-on multi-channel campaigns across display, search, social, and online video, starting in the US and expanding to Canada, Japan, and Korea once the results earned it. Limited budgets were pointed at key segments city by city, so the money worked where it could work hardest.
On the conversion side, we mapped the purchase funnel, then tested our way through it: more than 70 A/B and multivariate experiments across hundreds of creative assets and UI variations, with the winners implemented permanently and custom dashboards surfacing the next opportunity.
The two tracks compounded. Conversion improvements made the media cheaper; better media filled the improved funnel.
Services used