A $200m fashion brand doubles revenue from paid social with SimplicityDX

See how a leading women's fashion brand uses SimplicityDX to acquire more customers with campaign specific microsites.

2
days to launch 
99
%
Increase in campaign reenue and ROAS
29
%
Increase in Average Order Value

Challenge

Brand A, a $200 million women’s fashion brand, carved out a unique niche in the direct-to-consumer fashion market and experienced rapid growth during the pandemic. However, as the post-COVID era set in and changes in privacy laws diminished the effectiveness of advertising, the brand needed a new strategy for customer acquisition to reignite its growth.

In an environment where every advertising dollar counts, the brand needed to generate more revenue from its social media spend. Like many brands, Brand A relies heavily on social media advertising to attract new customers. Each month, it runs over 100 different ads, featuring a mix of influencer content, styling tips, product and lifestyle advertisements, all aimed at converting new customers into loyal, repeat buyers.

However, the Chief Marketing Officer (CMO) had known for some time that traffic from these ads often resulted in high bounce rates and low conversion rates when potential customers landed on product pages.

The CMO had experimented with custom landing pages, which, while effective at driving revenue, were time-consuming and not scalable given the volume of ads and product variations Brand A managed. She needed a more efficient solution.

Solution

Collaborating with the SimplicityDX team, Brand A set up an A/B test on Meta. One of their best-performing ads directed traffic to a product page as usual (the A campaign), while the B campaign used the same ad but traffic was to a SimplicityDX Microsite.

“The microsite approach is very different from a traditional landing experience because it engages much more traffic at the top of the funnel enabling new customers to explore. It’s also almost completely automated, making a campaign-specific microsite really fast to deploy,” explained the CMO.

Collaborating with the SimplicityDX team, Brand A set up an A/B test on Meta. One of their best-performing ads directed traffic to a product page as usual (the A campaign), while the B campaign used the same ad but traffic was to a SimplicityDX Microsite.

“The microsite approach is very different from a traditional landing experience because it engages much more traffic at the top of the funnel enabling new customers to explore. It’s also almost completely automated, making a campaign-specific microsite really fast to deploy,” explained the CMO.

SimplicityDX enabled it to:

Turn social content into campaign microsites leveraging images, videos and influencer and user generated content

Create comprehensive campaign microsites for social ads in minutes

Provide a highly engaging experience for shoppers

Seamlessly integrate the storefront with their own eCommerce checkout flow

The introduction of campaign microsites has enabled Brand A to bridge the gap between social and eCommerce and replace the cold landing of a category or product detail page with a self learning campaign microsite These microsites transform any social post or advert into a shoppable experience, capturing the interest of shoppers more effectively and improving performance.

Chief Marketing Officer

""It was immediately obvious that we should test out SimplicityDX – this was a completely fresh approach to a very old problem. We’d tried every which way to land traffic from social, but with the number of ads we run, anything custom was simply not an option. Its combination of automation and AI-based optimization was really compelling,"

Results

Three weeks later, the test results were clear: the SimplicityDX microsite significantly outperformed the product page, increasing Return On Ad Spend (ROAS) by 99%, effectively doubling revenue for the same ad spend as the A campaign.

This improvement in ROAS was driven by multiple factors: the cart conversion rate increased by 24%, while the Average Order Value (AOV) rose by 29% as customers explored more of the product catalog and engaged more deeply with the brand.

99% increase in revenue
in social media traffic bounce, reducing bounce rate from 39% to 32%.
29% Increase in AOV
in customer acquisition costs, reducing CAC from $35 to $17.6.

SimplicityDX’s component-level analytics revealed that its AI-driven content and social influencer features were the most engaging elements. “This is content and a level of optimization sophistication that we just don’t have on product pages and couldn’t build on landing pages, and its great to be able to reuse social content in the landing experience so easily” the CMO commented.

"Working with SimplicityDX has been great – the team is super responsive and made it really easy for us to get live in just a few days.

We doubled campaign revenue for the same ad spend with minimal effort."

Chief Marketing Officer
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A $200m fashion brand doubles revenue from paid social with SimplicityDX

See how a leading women's fashion brand uses SimplicityDX to acquire more customers with campaign specific microsites.

5
Hours to launch 
50
%
Decrease in customer acquisition costs 
17
%
Decrease in social media bounce rate 

About ModCloth

Dreamt up in a LA dorm room in 2002 by a girl who loved vintage fashion, ModCloth still stays true to this aesthetic through their classic meets contemporary designs. While it's outgrown the dorm room and were acquired by Nogin in2021, ModCloth are still a small team committed to providing customers with beautiful vintage-inspired fashion in inclusive sizes, made ethically by factories around the world.

"As a vintage inspired fashion brand, we cater to a wide target audience and work hard to make our collection inclusive. Our ethos is best shared on social media, which means social platforms drive more than 50% of our customer acquisition."

Anh Vu-Lieberman,
CEO of ModCloth

Challenge

ModCloth has a powerful presence on social media owing to the content shared by the brand, as well as its customers. Social is at the heart of ModCloth’s strategy, which drives 52% of its sales, so it was natural to seek new ways to improve the social shopping experience for its customers and drive efficiencies into its top of funnel customer acquisition.  

Most social advertising campaigns would drive traffic to a category or product detail page. But in common with all brands, this approach led to a disconnect between the vibrancy of social and the cold practicality of shopping found in eCommerce today. The jump from the aspirational and user generated content on social to a category or product detail page was causing a disconnect in context and buyer interest. 

For example, ModCloth introduces new products every two weeks, so promoting its ‘New Arrivals’ category is a regular task. Ads typically feature three hot items from the category and link to a category page. This presents and immediate challenge for the shopper landing on the category page: how to find one of the three items featured in the ad in the category listing. On a smartphone, this could be many swipes to find the product that had caught the shopper’s eye.

Solution

By implementing SimplicityDX, within a few clicks, ModCloth generated an entire self-learning social storefront. Storefronts are collections of social pages centered around a core landing experience. The experience is generated from a social post or advert, providing a visual bridge between the social ad and the shopping experience.

Given that shoppers can have many different intents when clicking through from the ad, a social storefront provides easy navigation to related products, categories, and lots more. This content rich and yet relevant experience meets the needs of different intents to encourage exploration of the brand while staying within the original social context.  

Merchandising hooks are the key to keeping shoppers engaged, as they enable exploration of a wide range of content including related products and categories, the brand story, hot social campaigns, reviews and much more

AI social storefronts for ModCloth, enabled it to:

Turn all content into shoppable posts - images, videos and user generated content

Create comprehensive shopping storefronts for social media promotions

Offer a contextual experience for shoppers by weaving in their social content with the commerce features

Seamlessly integrate the storefront with their own eCommerce checkout flow

Integrated with their existing tech stack – Shopify, Nosto and Yotpo, for a seamless experience

The introduction of Storefronts has enabled ModCloth to bridge the gap between social and eCommerce and replace the cold landing of a category or product detail page with an AI generated Storefront. The Storefronts rapidly transform any social post or advert into a shoppable experience, capturing the interest of shoppers more effectively and improving performance.

"With SimplicityDX our paid social ads and organic posts are sent to a shoppable storefront. All the items in the post are made shoppable. Plus, I love that you can showcase all the other social posts on the page as well. This has helped us extend the aspirational experience we create for buyers on social media, wow! "

Anh Vu-Lieberman,
CEO of ModCloth

Results

Since optimizing it's social media strategy with SimplicityDX Social Storefronts, ModCloth has been able to see improvements in both referral traffic conversions and bounce rates:

17% decrease
in social media traffic bounce, reducing bounce rate from 39% to 32%.
50% decrease
in customer acquisition costs, reducing CAC from $35 to $17.6.

The brand has also noticed an improvement in the customer shopping experience on social media, creating a more engaged community.

"As a social brand, implementing SimplicityDX has been an absolute game changer. I’d absolutely recommend working with the team, as they help you embrace new technology for social commerce. Their development time is really fast and they are responsive to our exact needs, making this strategy a success! "

Anh Vu-Lieberman,
CEO of ModCloth
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