Zoe Lev Jewelry Converts Browsers into Loyal Customers and Achieves 4x ROAS with AdRoll

Because of this, my wife Stephanie and I founded fine jewelry brand Zoe Lev to offer not just pieces of jewelry but items that are as unique as the person who wears them. We create timeless, personalized designs made from recycled 14k gold and precious metals, conflict-free materials, and ethically sourced natural diamonds and gemstones. What started as a small, family-run business in 2011 has grown dramatically, becoming a leading name in custom jewelry and available at major retailers such as Neiman Marcus, Bloomingdale’s, REVOLVE, and more.

As our collection of bespoke designs has grown, so has our demand for new marketing strategies. Our continuous efforts toward inclusivity have yielded a diverse, worldwide customer base, and we had to expand our capabilities to connect with and serve them better.

The search for a more comprehensive, flexible platform

There’s nothing more frustrating than seeing thousands of potential customers demonstrate interest in our products or shop on our site — only to close the window or abandon their carts. As the acting COO for Zoe Lev, I’m all about not letting the people shopping with us go. Focusing on re-engaging existing and potential customers is cost-efficient for our business and the most effective way to maximize revenue. That said, not all strategies are built alike.

We had many loyal customers, but our growing team and expanding customer base meant we needed a more sophisticated solution beyond traditional advertising platforms, especially for retargeting. We wanted more A/B testing capabilities, a better software stack, and stronger web placements and positioning so we could build better brand awareness.

In an ideal world, we would have a comprehensive platform that would encompass all elements of our retargeting strategy and accommodate:

• Complex customer segments
• Distributed geographies
• Unique ad placements

If a platform couldn’t meet these requirements and offer the flexibility to adapt to new marketing trends and technologies, we didn’t want it for Zoe Lev.

AdRoll offers ways to reconnect with potential customers

While searching for a new platform, I came across a third-party email integrator that had a partnership with AdRoll. We started working with the third-party vendor, and although we had limited control of our activities, we could see the possibilities of the AdRoll platform. It was always evolving, and there were many opportunities to boost our remarketing efforts. Eventually, I decided to offboard the middleman and work with AdRoll directly.

AdRoll has access to a lot of ad placements. We can leverage that to target consumers and potential customers on different platforms that other solutions can’t access.

We could leverage unique spaces to display our ads in places customers were. What’s more, the ability to streamline our retargeting efforts would allow us to convert existing leads into loyal customers.

Streamlining retargeting efforts leads to 4X ROAS

Cart abandonment was a major concern, so we used AdRoll to retarget customers who had added items to their cart and then left without checking out. We tapped into a variety of bottom-funnel strategies using AdRoll’s platform and services, including:

• Web advertising
• Social media ads
• Automations
• Audience segmentation
• Analytics and attribution
• Account management services
• Ad creative services

We now use a variety of strategic ad placements to remarket our jewelry to site visitors. AdRoll’s measurement and reporting features have given us more insight and data into audiences in various geographics, which is valuable as we’ve expanded our customer base. We spend a lot of time internally reviewing, and the information we receive impacts our ongoing strategy.

In addition to the real-time reporting features, we depend on A/B testing, which allows us to develop more effective engagement strategies, as well as AdRoll’s automation builder, which has saved us time navigating between our social accounts. With these tools, we’ve streamlined our retargeting efforts and expanded our ability to target customers across multiple platforms, many of which other advertisers cannot reach.

Using AdRoll, Zoe Lev Jewelry consistently exceeds our return on ad spend (ROAS) goal. The ROAS that we see with AdRoll is typically greater than something that we’d see with Google or Meta. So for example, when we’d see 2x ROAS with Meta or Google, we see almost double that with AdRoll.

We’ve captured thousands of dollars in revenue that might otherwise have been lost. We’ve also significantly improved our customer acquisition rates and reduced the time we spend reaching new shoppers and engaging them with our brand. Adopting AdRoll has allowed us to optimize our marketing budget, increase profitability, and expand our customer base.

Continued innovation and superior support

Apart from sales, partnering with AdRoll means we have access to ongoing strategic support. We remain in close communication with our account management team, who offer us as much time as we need. They help us with everything from specific tech updates or unexpected difficulties to big-picture activities like navigating shifts in marketing trends.

AdRoll’s ability to adapt quickly to changes and offer personalized support has been invaluable, and we’ve always felt incredibly supported. I love that AdRoll is always innovative, always coming up with new integrations, new technology, new ways to reach new and retarget existing customers.

As anyone in ecommerce knows, it’s important to run ads on various platforms and expose your brand to a new audience. But you have to capture them at the bottom of the funnel and convert in order to scale successfully.

I credit much of our successful conversion strategies to our AdRoll partnership. AdRoll has been instrumental in helping sustain our growth, and their continued innovation keeps us ahead of the curve. We have the sophisticated platform we need to effectively nurture customers and deliver personalized pieces that are as unique as each wearer.

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