From small stuff to big business: +185% sales for Cria

The Challenge

Selling crafts and small items online poses a clear challenge: many products are cheap, resulting in low margins and small average order values. This leaves very little room for advertising costs (CPA).

The challenge was to scale up volume aggressively without advertising eating into profits. We couldn't just 'cream on' budget across the range. Plus, we had already been working with Cria for some time - the goal now was to beat our own previous records. We needed to find another gear by refining the strategy, adding new channels and being even more selective about where we spent our money.

The Solution

We implemented a best-in-class strategy for low-margin e-commerce, where data-driven segmentation was key.

• Catalogue Management & Winning Products: We stopped treating all products equally. By breaking down the product catalogues, we were able to identify and isolate the 'winners' - products with sufficient margin or high volume potential - and direct the budget there.

• Selective Retargeting: To protect margin, we set strict rules for retargeting. We stopped chasing visitors who looked at too cheap items and focused only on profitable shopping carts and specific product categories.

• Channel broadening with TikTok: We added TikTok into the mix to visually reach an engaged, crafty audience. Together with Meta and Google, we created a holistic presence.

• Creative Testing & CRO: We worked continuously to A/B test ad materials and analyse the site (CRO) to reduce friction at purchase.