41% increase
60% increase
79% increase
Brand Story:
Filterbaby provides practical solutions for improving tap water quality with their innovative water filters designed for sinks. Recognizing the prevalence of chlorine, micro-plastics, heavy metals, and unregulated chemicals in household tap water, Filterbaby’s product offers consumers an efficient way to filter out these contaminants. The brand highlights the importance of their sink water filters in addressing skin-related issues caused by tap water, including dryness, irritation, premature aging, breakouts, and sensitivity.
The Situation:
Having launched in May 2022, Filterbaby partnered with HYPE10 in June 2023. Initially, our collaboration focused on scaling up creative initiatives and channel spend across Filterbaby's existing platforms (META and Google), along with a TikTok relaunch. Despite initial success, we encountered a growth plateau. Upon thorough analysis, we identified that while our ads delivered promising results with favorable costs (low CPMs and CPCs), we faced challenges with on-site conversion rates. It became evident that while the pre-click experience was strong, the post-click experience required optimization.
As true business partners, we worked with Filterbaby to optimize CVR through two main levers:
Extensive Landing Page
- We analyzed the CVR of different landing pages and began numerous rounds of landing page testing, emphasizing that even a 0.1% CVR increase can lead to huge revenue gains.
- To make things more fun and interesting, Filterbaby launched a new website so we began the landing page testing process all over again!
Price
- Filterbaby also launched a Version 2 of the sink filter which brought into question pricing.
- The Version 1 sink filter had a lower price point which contributed to the lower CVR we were seeing with the Version 2 sink filter (more expensive = harder to get people to purchase).
- We recommended to Filterbaby to adjust their pricing so that the higher AOV barrier was mitigated by a higher discount to those that chose to sign up for subscription rather than a one time purchase. This helped not only to increase CVR but also the LTV of new customers.
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Conclusion:
Filterbaby and HYPE10 have formed a strong partnership and both groups look forward to continued success down the road!
“I’ve tried many paid ad agencies before finding HYPE10 and they are the best we’ve worked with. They are experts at what they do and have been instrumental in growing our paid initiatives. They are constantly bringing new ideas and strategies to the table whether it’s new creative angles, audiences, landing pages and I can count on them for having our best interests in mind. Highly recommend!”
