Background
OrganicBazar was founded with the simple yet powerful idea of growing fresh, organic vegetables at home. Struggling to find chemical-free produce in local shops, the founders turned their personal gardening journey into a mission to help others grow healthy, homegrown food. The brand’s philosophy revolves around empowering individuals to cultivate their own gardens and OrganicBazar executes this by sharing gardening knowledge via their youtube channel & selling the best gardening supplies via their website.
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Challenge Faced
Despite having over 1M channel subscribers & a strong influx from targeted traffic to their website, OrganicBazar was not seeing the expected conversion rates, leading to higher CACs & suboptimal ROAS. Even with a significant portion of their marketing budget allocated to performance ads, they struggled to turn website visitors into actual buyers. The challenge stemmed from catering to a broad audience, many of whom were merely interested in gardening but not serious about purchasing related products.
Audience Strategy Undertaken
To address this challenge, OrganicBazar turned to Xpert’s data-driven audience segmentation to more effectively target customers serious about buying. Xpert’s advanced analytics identified a specific audience segment—health-conscious individuals with a preference for organic products across categories. By focusing their ad spend on users who had previously shown interest in complementary products, such as gardening tools and supplies, planting containers, and high-quality organic food, OrganicBazar was able to eliminate non-serious buyers from their audience pool. This targeted approach not only refined their reach but also ensured that their marketing budget was spent on potential customers more likely to convert.
Results Achieved
As a result of implementing Xpert’s audience strategy, OrganicBazar saw a marked improvement in their conversion rates. This targeted approach led to a 57.64% increase in ROAS and a significant reduction in the cost of customer acquisition. By narrowing their focus to consumers already inclined toward organic products, Xpert helped OrganicBazar optimise their ad spend, transforming their marketing budget into a more effective driver of sales.
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Inferences & Insights
The case of OrganicBazar highlights the importance of data-driven audience targeting in optimising marketing efforts. By identifying key customer traits and buying behaviours, Xpert enabled OrganicBazar to target their ads more effectively, reducing unnecessary spend and improving sales performance. The success of this strategy underlines the value of precision in audience targeting, particularly in niche markets like organic gardening, where understanding consumer preferences can significantly impact campaign success.