Landing on Creative That Converts with Curology

CLIENT

Curology

SERVICE

Creative Services, Digital Journey & CRO, Integrated Marketing, Marketing Strategy & AI Consulting, Paid Media, Personalization

INDUSTRY

Ecommerce / Retail

+778% Conversions for Paid Social Visitors

+19% New Account Creations

+23% Orders Placed

Ad-to-landing routing test improves conversion

Background

Curology, a direct-to-consumer skincare brand, relies on a strong online presence to drive awareness and subscriptions. When paid social performance declined, they partnered with Cro Metrics to optimize landing experiences and improve conversion efficiency.

Challenge

Paid Performance Declined, Signaling Trouble

Paid media campaigns dropped to an all-time low, indicating a lack of alignment between ad creative and user intent. High- and low-intent audiences required tailored approaches, but weren't getting the experiences they expected, leading to untapped engagement and conversions.

Solution

Create Alignment Across Customized Landing Pages & Ad Creative

Our team created personalized landing pages and tested creative variations for distinct audience segments across multiple channels. This ad-to-site synergy created a clear path for users, helping guide them successfully towards account creation and purchase.

Methodology

Leverage Channel Analysis Insights to Create Bespoke User Journeys

Our team applied a structured, experiment-led approach to Curology’s paid media and landing pages. An initial channel analysis revealed distinct audience groups across different platforms. For instance, Meta visitors arrived to the Curology site conversion-ready, while Snapchat and TikTok visitors needed more context. Additionally, most paid ads directed users to a single landing page, limiting effectiveness.

Based on that analysis, we:

Built net-new landing pages customized for each paid channel and audience intent
Designed personalized content for low-intent audiences to build awareness
Directed high-intent users straight into the sign-up flow to accelerate conversions
Created holiday- or promotion-specific landing pages to maximize engagement

Through iterative testing, we uncovered actionable learnings for Curology’s team: bespoke landing pages consistently outperformed generic pages, personalized creative improved conversions, and audience segmentation informed targeted pathways through the funnel. These insights continue to guide Curology’s paid media strategy.

Results

Performance Soars

By aligning ad creative with audience intent and personalizing landing pages, we helped Curology achieve meaningful improvements in new account creations, order placements, and overall paid media conversions, while providing users with a clearer, more engaging experience.