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
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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