Capezio
Capezio was struggling with poor ad efficiency and declining conversion rates across its digital channels. Lineout overhauled the brand’s conversion funnel and paid advertising infrastructure, rebuilding Google and Facebook ads strategies and optimizing the website and digital catalogs. As a result, Lineout achieved significant increases in conversion volume, conversion rate, and ROAS without raising ad spend.
- +89%Conversion volume increase
- +103%Improved conversion rate
- +119%Increased conversion value
Client Overview
Famous for ballet slippers and pointe shoes, Capezio is one of the top brands in the dance and performance apparel industry. Its wide range of footwear is sold in over 80 countries. Founded in 1887, the New York City–based brand has been the official supplier of footwear for numerous dance companies, including the American Ballet Theatre and the New York City Ballet.
Services Provided
Google Ads
Facebook Ads
Digital Analytics
The Challenge
Capezio’s digital teams needed a new paid media strategy supporting its sales channels. Facebook and Google ads required more active management, testing and optimization to accelerate revenue and customer acquisition. Lineout needed to develop and deploy strategies to rapidly improve ROAS, conversion rate, average order value, and conversion volume across three markets: USA, Europe, and Australia.
Capezio urgently needed to improve digital ad effectiveness and efficiency to accelerate revenue and customer acquisition.
Strategy & Execution
Lineout audited Capezio’s website and collaborated with its web development team to improve conversion rates, focusing on site speed and product page layout. Next, Lineout rebuilt digital catalogs to integrate seamlessly with Google ads, Google Analytics, and Facebook ads. By adopting single product ad groups, Lineout more efficiently managed profitable products and eliminated wasteful spending. Lineout then developed retargeting campaigns across platforms to leverage high organic traffic and reduce funnel leakage. Over the following six months, Lineout scaled the strategy with awareness campaigns across all channels and funnel optimizations to nurture new and existing customers.
Tactics
Audit and rebuild Google ads strategy
Audit and rebuild Facebook ads strategy
Implement product catalog system improvements
Identify e-commerce site changes to optimize average conversion rate
Overhaul digital analytics and reporting capabilities
Results
In six months, Lineout’s comprehensive paid advertising approach drove an 89% increase in conversion volume, lifted the conversion rate from 2.53% to 5.14%, grew average conversion value by 119%, and improved ROAS by 127% — all without raising ad spend — enabling Capezio to preserve high margins and establish a profitable customer acquisition channel.
- +89%Conversion volume increase
- +103%Improved conversion rate
- +119%Increased conversion value
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