Scaling a luxury wig brand through data-led CRO and multi-channel media buying.
Shara Hair stands as one of South Africa’s most prestigious luxury wig brands, catering to a sophisticated clientele seeking high-quality, premium hair solutions. In a market often saturated with low-tier alternatives, Shara Hair has differentiated itself through exceptional product quality and a brand identity that resonates with high-net-worth consumers across the country. Their commitment to excellence has built a loyal following, but to reach the next level of market dominance, they needed a digital infrastructure that could match the quality of their physical products.
In early 2024, the brand encountered a critical scaling wall: increasing ad spend was no longer yielding a linear increase in revenue. Despite a robust marketing budget, the efficiency of their campaigns began to erode. Conversion rates plateaued, and the Return on Ad Spend (ROAS) weakened significantly as the digital storefront failed to keep pace with the premium nature of the traffic being driven to it. The primary friction points included high bounce rates on mobile devices and a checkout experience that lacked the necessary trust signals to convert high-ticket shoppers into confirmed buyers, causing their customer acquisition costs to become unsustainable. Furthermore, on conducting a full audit on the brands paid media efforts, we identified substantial opportunity to address core foundational issues with the account setup which was impeding on marketing efforts.
We implemented our proprietary Quantum Growth Model, starting with a forensic audit of the entire user experience. Instead of simply pushing more traffic into a leaky bucket, we focused on "Conversion Engineering." We rebuilt key landing pages and pre-sale funnels, optimized mobile site speed to sub-second levels, and introduced high-intent opt-in systems to capture and nurture traffic that wasn't ready to buy on day one. Once the new infrastructure proved it could maintain a higher baseline conversion rate under pressure, we shifted into the scale phase. This involved taking over full ad management on Meta and Google, deploying a profit-first strategy that leveraged the newly optimised funnels to drive compounding revenue without needing to immediately increase the daily budget. This strategy very heavily leaned into driving up average order value by pushing traffic to the higher value best-selling products through co-ordinated campaigns. Thereafter, we scaled marketing budgets once again which translated into restoring the brand to their previous glory and laying the foundation to take this a lot further.
