Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose

In the ever-evolving e-commerce landscape, success stories often arise from innovative approaches to unique niches. One such story that caught our attention is that of Turquoise Moose - an online seller of exquisite turquoise stones in various shapes, sizes, and shades. Not only does the business cater to those seeking ready-to-use gemstones, but it also offers unpolished gemstones to creative minds eager to fashion their own custom designs. Turquoise Moose has not only captured the attention of customers in the USA but has also built a presence in 30 other countries. In this blog, we'll delve into the challenges Turquoise Moose faced and how Tealbox Digital's strategic expertise transformed it into a shining gem in the e-commerce world.

The Challenges at Hand

Turquoise Moose reached out to Tealbox Digital with a set of complex challenges:

1. Customer Acquisition

Turquoise Moose's primary concern revolved around its acquiring customers through sales conversions. And overall profitability (ROAS). Despite running social media advertising campaigns, the business was facing challenges in translating clicks into actual sales. The sales conversion rate was not at the desired level, leading to less profitable outcomes. Additionally, the social media advertising campaigns were underperforming, particularly in terms of click-through rates (CTR). With a mere 0.3% CTR, driving website traffic was becoming expensive and unprofitable. Furthermore, the average order value (AOV) was not at the desired level.

2. Repeat Purchases and Customer Engagement

The business struggled to secure repeat orders, resulting in a low lifetime value (LTV) for its customers. 

Key Results

  • Increased ROAS and Reduced CAC (customer acquisition cost): Tealbox Digital successfully improved Turquoise Moose’s Return on Ad Spend (ROAS) to 9x, leading to a multi-fold increase in profitability.
    - This optimisation also resulted in a significant 43% decrease in Cost Per Acquisition (CPA).
  • Tripled CTR: Through diverse content testing and targeted messaging, Tealbox Digital managed to triple the Click-Through Rate (CTR) within months. This improvement enhanced customer engagement and significantly reduced the cost of quality traffic on the website.

  • Strategic Campaigns and Sale Boost: The implementation of a well-structured ad campaign strategy, coupled with strategic sales campaigns during events like Black Friday and Cyber Monday, led to impressive performance. This included both higher sales during sale events and increased customer engagement throughout the year.

  • Expansion into New Markets: Tealbox Digital facilitated Turquoise Moose’s entry into European markets, widening their customer base and contributing to increased customer acquisition.

Strategising for Success - The How Behind it All

Tealbox Digital took a multi-pronged approach to tackle Turquoise Moose's challenges:

Priority 1: Addressing Customer Acquisition

Tealbox Digital recognised the need to revamp the ad campaign strategy to improve CTR and AOV. The strategy included:

  • Consistent Sales Numbers: Sales were relatively low in the first six months of the year, but they increased steadily from July 2021 onwards. By the end of the year, total sales had reached $959,468.62, an increase of 28% over the previous year. This was achieved in the first year of managing the Turquoise Moose ad account.  
Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose| Shopify Consistent Sales Numbers
  • Campaign Restructuring: The campaigns were divided into different funnel stages - Top of the Funnel (ToF), Middle of the Funnel (MoF), and Bottom of the Funnel (BoF). This segmentation allowed for targeted messaging and analysis at each stage.

  • Audience Testing: Tealbox Digital explored interest-based audiences, lookalike audiences, and retargeting campaigns to enhance customer engagement and repeat purchases.
    Additionally, we identified that there were small jewellery businesses that purchased the Turquoise Moose products in bulk to make stone jewellery. Therefore we started retargeting post-purchase customers through ads and this helped bring maximum purchases.

Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose| Facebook Audience Testing
  • Content Testing: Diverse content formats were tested, leveraging Facebook's Dynamic Content Testing feature, collection ads, carousel ads, and more. The result? The CTR tripled within the months, significantly improving the Return on Ad Spend (ROAS). As a result of increasing ROAS, the Customer Acquisition Cost (CAC) decreased by 43%.

Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose| Content Testing Outbound CTR
Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose| Content Testing Purchase ROAS
Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose| Content Testing Cost per purchase

Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose| Content Testing Results

Apart from that we also further tested the creatives by adding frames to them during promotions and saw that the creatives with the frames performed better than the single-image ads. 

Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose| Content Testing Creative Testing

Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose| Content Testing: Creative testing Facebook Campaign Results

  • Inventory Restructuring: By streamlining product testing, we identified the best-performing product types, enabling focused scaling. Doing this consistently we were able to increase the ROAS for the Turquoise Moose Ad Account from 6x in June-December 2022 to 9x in January-July 2023.

    - This is a significant improvement, and it is likely due to streamlining product testing and focusing on the best-performing product types.
    - By streamlining product testing, we were able to identify the products that were most likely to generate a high ROAS. This allowed them to focus their advertising efforts on these products, which resulted in a higher return on investment.
    - In addition,with the efforts to focus on the best-performing product types also helped to improve their AOV and CPC. This is because they were able to target a more specific audience and create more relevant ad copy.
    - Overall, this streamlined product testing and focus on the best-performing product types have been very successful. They have been able to increase their ROAS by 50%, which is a significant improvement.
Unlocking Success in the Gemstone Market: A Case Study of Turquoise Moose| Inventory Restructuring Results

Priority 2: Enhancing Customer Retention

A successful post-purchase strategy was devised to bring back existing customers for subsequent purchases, boosting customer lifetime value. Extensive content testing improved communication and ad creative compatibility with the existing customer base, leading to impressive ROAS figures and reduced CPAs.

Priority 3: Boosting Average Monthly Revenue

To expand Turquoise Moose's reach, Tealbox Digital facilitated entry into European markets, widening the customer base. A tailored sale strategy was developed, complete with a yearly sale calendar, pricing strategy, content themes, and targeted audiences.

Strategic sale campaigns yielded impressive performance during events like Black Friday and Cyber Monday. The business was not leveraging the ‘on-sale’ strategy, which we hypothesised would work exceptionally well for a B2B stone seller. 

  • We created a sale strategy for the business with details like yearly sale calendar, occasions, campaigns, and messaging around it to conduct the sales at, pricing strategy, content themes & formats to use, and audiences to target in specific (audience type, platforms, placements, etc)
  • The sales we conduct now are in the US as well as in the European markets depending on the occasions 

Words from the Client

Tealbox Digital understood our problems and requirements well. They gave us clear solutions and lined up a great map to work for us for our online success. They continuously refined and updated their reporting process, which provided a lot of insightful and expert advice.
They don’t only understand ads these guys really understand how to build a business with ROII would highly recommend working with Tealbox if you are an online store or just running your own business. If you need a solid, trustworthy partner to help you run your advertising, Tealbox is definitely my top choice after many rounds of comparison to different agencies.

- Li Liu, Founder of Turquoise Moose

Watch Full Testimonial Here:

About Tealbox Digital

Tealbox Digital is a data-driven performance marketing agency that empowers digital-first businesses across the globe to achieve growth through strategic digital advertising. With a focus on acquisition and engagement, Tealbox leverages its expertise to help businesses scale and thrive. Whether you're a niche brand or aiming for international expansion, Tealbox Digital is your partner in realizing your digital growth journey.

Are you ready to elevate your e-commerce success? Contact Tealbox Digital today.

Get in touch with us

Don’t worry about making a large commitment without knowing much about what we can offer. Book a call with us, help us understand your business and then we’ll offer you a free ad account audit and an actionable marketing strategy. Like the strategy? Hire us! Don’t want to hire us? No problem. The strategy is on us!
Book Intro Call

Best Part?

Are you a digital business looking to win the BFCM (Black Friday Cyber Monday) this Thanksgiving? Get in touch with us and we’ll send over a free guide on the best BFCM myth-busters!

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.