Milk & More faced the challenge of scaling customer acquisition while keeping costs efficient. With a competitive landscape and shifting consumer behaviours, the business needed to refine its digital approach across both paid media and organic search to increase new joiners.
Curated was brought in to overhaul Milk & More’s digital strategy, identifying cost-saving opportunities while maximising reach and impact. Our immediate focuses were to restructure paid media campaigns, improve SEO visibility, and enhance on-site user experience to drive registrations at scale.
Here's how we did it
Optimising Paid Media for Scale
A significant challenge was balancing growth and efficiency. Milk & More’s existing campaigns had strong intent-driven audiences but lacked the scale required to drive growth at an acceptable cost per acquisition (CPA). We:
• Scaled budget by 400%, allowing broader reach while refining bid strategies for efficiency
• Shifted focus from generic audience targeting to hyper-specific segments, identifying high-value users based on purchasing behaviours
• Expanded platform reach, incorporating TikTok into paid media efforts to capitalise on emerging trends
This approach delivered a significant increase in sign-ups while maintaining CPA within target limits.
Improving Conversion with A/B Testing
To improve on-site engagement, we tested and optimised landing page elements, refining how users navigated sign-up pages. We conducted A/B tests on headline messaging, CTA placement, and imagery, identifying key drivers of conversion and also streamlined user journeys, reducing friction from ad click to sign-up completion.
This iterative testing approach helped maximise registrations from both organic and paid channels.
SEO and Content-Led Growth
Beyond paid media, SEO played a crucial role in long-term acquisition strategy. We:
• Implemented structured data (schema markup) across recipe and product pages, enhancing visibility in search results
• Launched high-performing content, focusing on trending search queries such as “Can you freeze milk?” and other high-intent grocery topics
• Addressed technical SEO issues, improving page speed, crawlability, and metadata to boost organic rankings
These initiatives helped Milk & More secure first-page rankings for competitive industry terms, driving consistent organic traffic.