We were chatting with the team over at Rainy City Agency, and they shared a recent win that perfectly highlights a hurdle many founders run into.
They took over a generalist skincare brand whose revenue had plateaued. Their positioning was broad: "For all skin types." Their CPA was sitting at around €36.
Within three months of the Rainy City team taking over, they drove revenue to track at 74% YoY while successfully dropping their CPA to €23.
They did this by rethinking their approach to traditional angle testing.
Many brands think they are testing new angles when really, they are often just testing new hooks.
They change the headline or opening visual while targeting the same assumed audience. If your brand is positioned for everyone, beautifully produced ads can sometimes point at the wrong audience for months without anyone noticing.
Instead of just swapping out creative, the team ran a true persona test. They built six distinct personas based on different skin concerns, using targeted language and pain points.
They ran them cold, side-by-side. Within two weeks, two personas clearly pulled away. The winning persona hit a CPA at nearly half the cost of the next best option.
That was the signal. The brand had a highly profitable, specific audience hiding inside its broader, generalist positioning.
Then came the hard part of choosing to focus on fewer products.
Once they found the winning audience, they pulled a portion of the product range out of the ad account, rebuilt category pages to speak directly to that specific condition, and updated the homepage. By narrowing their focus, they successfully scaled their revenue.
Open your ad manager and pull your top ten ads by spend. Are you actually testing different audiences, or are you mostly testing variations of the same persona? Your next stage of growth might be waiting in an audience you haven't directly spoken to yet.
If you're ready for less listening and more doing, and actually want to get the work done, our next event is for you.
We are stepping away from the main stage for a highly tactical, workshop-style day designed strictly for founders and operators who want to scale smarter, not just faster.
No generic presentations. Only eCommerce leaders sitting around a table, opening their notebooks, and actively fixing the bottlenecks holding their businesses back. You will leave with a concrete action plan you can implement the very next morning.
Capacity is strictly capped at 35 people to guarantee hands-on value.
We sit down with Lune M., founder of the fast-growing skincare brand Monday Muse. We uncover the unfiltered reality of scaling a business based on real results rather than fleeting trends, breaking down:
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