Case Study

Brand8 — Perawatan & Kecantikan

Growth 3 bulan di marketplace: kombinasi volume-led (Orders) dan sinyal efisiensi (CTR/VR). Fokus pada discoverability (judul/keyword/kategori/atribut), creative refresh, bundling, dan retargeting.

Client: Brand8 • Time Span: 3 months • Channel: Marketplace

Executive Overview

Dalam 3 bulan, Brand8 mengeksekusi scale-up terukur yang mendorong Orders +174.44% (712 → 1.954) dan GMV +179.09% (Rp 141.814.332 → Rp 395.784.773). Lonjakan terjadi bersamaan dengan peningkatan Visitors +375.62%, Clicks +173.46%, dan Product Views +166.19%—hasil kombinasi discoverability (judul/keyword/kategori/atribut) dan creative refresh.

Efisiensi funnel masih perlu dikuatkan: ATC Rate turun 46.07% (8.36% → 4.51%) seiring audiens melebar dan friksi PDP/checkout. Di Ads, terjadi scale besar (Impressions +697.22%, Clicks +401.78%) dengan Items Sold +376.58%, namun guardrails (ROAS floor, bid caps, negative KW, creative rotation) tetap penting agar biaya akuisisi sehat saat scale.

Tujuan studi: jadi playbook praktis untuk menyeimbangkan volume-led growth dan efficiency guardrails di marketplace.

TL;DR

Client Overview: Brand8 (Beauty & Personal Care), fokus marketplace 3 bulan. Akuisisi didorong organik + iklan terukur.
Growth: GMV +179.09%, Orders +174.44%, Visitors +375.62%; Items Sold (Ads) +376.58%.
Challenges: ATC Rate menurun saat scale (audiens “lebih dingin”, friksi PDP/checkout); efisiensi Ads perlu guardrails.
Our Approach: SEO internal marketplace, creative refresh mingguan, bundling + min-spend voucher, retargeting ATC, bid policy (ROAS floor, bid caps, negative KW) + creative rotation.
Key Insight: Scale bisa dikejar tanpa mengorbankan efisiensi jika mid-funnel (PDP/checkout) diperkuat dan Ads dijalankan dengan aturan disiplin.

GMV

+179.09%

141.814.332 → 395.784.773

Orders

+174.44%

712 → 1.954

AOV (Rp)

+1.69%

199.177 → 202.551

Evidence

Trend GMV & Orders 3 bulan — GMV & Orders — Before → After (3 months)

AOV 3 bulan — AOV naik tipis (+1.69%) — dorong bundling/min-spend voucher

Visitors

+375.62%

9.316 → 44.309

Exposure

+122.75%

33.144 → 73.828

Visit Rate

+113.55%

28.11% → 60.00%

Evidence

Visitors Growth — Visitors 9.316 → 44.309 (+375.62%)

Exposure Growth — Exposure 33.144 → 73.828 (+122.75%)

Visit Rate Growth — Visit Rate 28.11% → 60.00% (+113.55%)

Clicks

+173.46%

15.548 → 42.517

Product Views

+166.19%

22.221 → 59.149

CTR

+22.76%

46.91% → 57.59%

Evidence

Clicks Growth — Clicks 15.548 → 42.517 (+173.46%)

Product Views Growth — Product Views 22.221 → 59.149 (+166.19%)

CTR Growth — CTR 46.91% → 57.59% (+22.76%)

ATC User

+156.48%

779 → 1.998

Potential GMV

+182.17%

Rp 612.732.388 → Rp 1.728.928.424

GMV Realization

+182.32%

Rp 147.705.285 → Rp 417.000.128

Evidence

Potential GMV Rp 612.732.388 → Rp 1.728.928.424 (+182.17%)

GMV Realization Rp 147.705.285 → Rp 417.000.128 (+182.32%)

Impressions

+697.22%

157.704 → 1.257.241

Clicks

+401.78%

4.831 → 24.241

Items Sold (Ads)

+376.58%

316 → 1.506

Evidence

Spend vs GMV (Ads) — Ad Spend 7.0M → 33.6M; GMV (Ads) 64.6M → 299.3M

CTR & CPC — CTR 3.06% → 1.93% (scale); CPC 1.456 → 1.386

Items Sold (Ads) — Items Sold 316 → 1.506 (+376.58%)

Klik gambar untuk zoom.

Funnel Overview & Strategy

Diagnose

Audit SEO internal marketplace (judul/keyword/kategori/atribut), mapping CTR & PV per SKU, identifikasi drop-off ATC dan friksi checkout (ongkir/varian).

Act

Creative refresh (thumbnail/first image), bundling + min-spend voucher untuk AOV, trust signals & FAQ mini, retargeting ATC no-purchase via Ads + Chat Broadcast.

Scale

Bid rules dengan ROAS floor, mix auto/phrase/exact, negative keywords untuk spill, rotasi creative mingguan, dan cap frekuensi retargeting.

Results (Before → After)

Sales

GMV: 141.814.332 → 395.784.773 (+179.09%)
Orders: 712 → 1.954 (+174.44%)
AOV: 199.177 → 202.551 (+1.69%)

Traffic

Visitors: 9.316 → 44.309 (+375.62%)
Exposure: 33.144 → 73.828 (+122.75%)
Visit Rate: 28.11% → 60.00% (+113.55%)

Engagement

Clicks: 15.548 → 42.517 (+173.46%)
Product Views: 22.221 → 59.149 (+166.19%)
CTR: 46.91% → 57.59% (+22.76%)

ATC & Ads

ATC User: 779 → 1.998 (+156.48%)
Potential GMV: 612.732.388 → 1.728.928.424 (+182.17%)
GMV Realization: Rp147.705.285 → Rp417.000.128 (+182.32%)
Items Sold (Ads): 316 → 1.506 (+376.58%)

Insights & Next Steps

Monetization

GMV naik via volume; AOV flat. Dorong bundling & min-spend voucher untuk angkat ticket size tanpa mengorbankan ROAS.

Discoverability

Visitors +375.62% & CTR +22.76% → lanjutkan SEO internal (judul/keyword/kategori/atribut) + audit kategori out-of-tree.

ATC Efficiency

ATC Rate turun; uji variasi harga vs bundle, perkuat trust/urgency (stok rendah, fast ship), dan frictionless checkout.

Ads Efficiency

Scale besar dengan Items Sold naik; tetap disiplin pada bid ceilings + ROAS floor, segmentasi KW, negative list, dan creative rotation.

Dapatkan Free Strategy →

FAQ

Bagaimana hitung Visit Rate?

Visitors ÷ Exposure (dalam persen).

Bagaimana hitung AOV?

GMV ÷ Orders.

Kenapa ada badge “worse” di beberapa Ads?

Untuk metrik inverse (mis. ACOS, CPA) kenaikan = memburuk.