Lands’ End decided to focus its efforts on a paid search marketing approach. It put its trust in Crealytics not just to oversee best practices, but to advise on a proven area of the agency’s expertise: driving new customer acquisition (NCA).

Doing so required a multi-pronged approach to addressing Lands’ End’s business challenge:

Crealytics understood that traditional optimization metrics, such as Return On Ad Spend (ROAS), can focus too much on efficiency at the sacrifice of growth. For example, Lands’ End annually sells a very popular slipper at a high-performing ROAS. Yet these slippers are typically the only item sold to this customer group, and they rarely create additional purchase behavior. In this example, while ROAS was positive, the NCA rate was low—producing a negative impact on longer term profits.

Lands’ End manages a complex process for identifying new customers that have been added to its internal database.

By using an email-based ID system, Lands’ End was able to report on which purchases yielded a new-to-file name, as well as which ones reflected reactivation of long-dormant customers.

Crealytics used an anonymized version of this data to map which keywords, and by extension, which products, were more likely to drive NCA. Using our own proprietary technology and business systems, Crealytics was able to use this data to properly assign bid and campaign priorities. This process effectively re-aligned Lands’ End’s business to better address its revenue and profitability goals.

Going down this path highlighted a significant variation between Lands’ End desktop and mobile new customer acquisition strategies. Although the NCA rate for mobile seemed to lag behind that of desktop, the average order value was significantly higher than benchmarked data. As a result, Crealytics increased investment in mobile activity, particularly in mobile Shopping Ads.