Ralph Burns unpacks a powerful case study from Tier 11’s vault that showcases how one beauty and wellness brand increased revenue by 57% and new customer acquisition by 73%—all without relying on TikTok or short-form content. Ralph dives into the exact creative strategies, ad structures, and conversion-optimized landing pages that drove the results, with an emphasis on the underutilized power of long-form video, Meta Ads, and segmentation by NAC and NAOV. If you're a DTC brand looking to scale profitably—especially in the beauty space—this episode is your blueprint.
Chapters:
- 00:00:00 - Ralph Kicks It Off: A Solo Session Worth Tuning Into
- 00:00:37 - Inside the Case Study: Beauty Brand Transformation Begins
- 00:01:06 - Numbers That Matter: 57% Sales Growth, 73% New Customers
- 00:01:59 - Unlocking the Three Core Levers of Business Growth
- 00:02:41 - New Customer Acquisition: Cracking the Code
- 00:03:27 - Increasing Average Order Value (NAOV) with Smart Offers
- 00:04:20 - Meet the Beauty Brand That’s Breaking the Mold
- 00:05:03 - Why Data Visibility Changes Everything (NAC & NAOV Explained)
- 00:06:19 - Real Shopify Results: 73% More New Customers
- 00:07:12 - Understanding MER vs. NMER (And Why They Matter)
- 00:08:05 - Why ROAS Isn’t the Whole Story Anymore
- 00:09:00 - The 22% NAOV Boost—And How It Happened
- 00:10:08 - What's Driving the AOV Increase? Spoiler: It's Not Luck
- 00:11:26 - Meet the Machine: How the Conversion Engine Powers Profit
- 00:13:27 - Creative That Converts: The Secret Sauce Behind the Ads
- 00:17:50 - Paid Traffic Tactics That Actually Work
- 00:18:47 - Retarget Like a Pro: Smarter Custom Audiences
- 00:20:21 - Level Up Your Audience Strategy (No Gimmicks Needed)
- 00:20:48 - Why We Shut Off Meta's Auto-Tweaks (And You Should Too)
- 00:22:03 - Turning Organic Wins Into Paid Performance
- 00:24:19 - YouTube on Deck: Multi-Platform Growth Moves
- 00:27:08 - Lead Gen Isn’t Just for SaaS: Ecom Tactics You’re Missing
- 00:28:21 - Landing Pages Built to Sell (and Upsell)
- 00:35:38 - Don’t Just Sell—Engage with Transitional CTAs
- 00:40:24 - Wrapping It Up: What’s Next for This Scalable Strategy
LINKS AND RESOURCES:
- The ONLY 3 Ways to Grow Your Business (Most Get This Wrong)
- 5 Ways To Find Your nCAC: Part 1
- 5 Ways To Find Your NCAC - Part 2
- What To Know About MER (Media Efficiency Ratio)
- NCAC Explained: The Key Metric for Scaling Your Business
- Get Your nCAC Calculator Now!
- How We Track Every Click (Without Losing Data to iOS & Ad Blockers!)
- How to Craft the Perfect Transitional Call to Action (Lead Magnet)
- Tier 11 Jobs
- Perpetual Traffic on YouTube
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