Pal’s Skin Lab is a New Zealand-based skincare brand built on clean, science-backed formulations. With glowing reviews, a loyal early customer base, and highly effective products, Pal’s had all the ingredients for success - but the growth had stalled.

Despite strong word-of-mouth, their Shopify site was underperforming, ad spend wasn’t translating to sales, and returning customer revenue was stagnant.

The brand needed a smarter approach to scale. That’s when Pal’s partnered with Humble Digital to turn things around.

Pal’s wasn’t broken - it was just under-optimized. Their product pages lacked persuasive content. Their Meta ads weren’t converting. The store felt more like a brochure than a buying experience.

With ambitious growth goals but limited internal resources, the founder needed:

• A partner who could identify CRO issues and fix them fast

• A high-performing Meta strategy that reduced CPA

• A retention loop through email flows to increase LTV

IT WASN’T JUST ABOUT SPENDING MORE ON ADS.

Humble Digital came in as an embedded growth partner - not just an agency. We audited every touchpoint, fixed conversion bottlenecks, and rebuilt the acquisition funnel.

1. CRO: TURNING THE STORE INTO A SALES ENGINE

We restructured the homepage, product pages, and landing pages with:

• Social proof up top (reviews, ratings)

• Clear headline/value proposition per product

• Simplified CTAs and faster load speed

• Bundles + AOV boosters (Buy 2 Get 1 Free integration)

Result: CR jumped from 1.5% → 3.2% in 60 days

2. META ADS THAT ACTUALLY CONVERT

Pal’s previous Meta campaigns were targeting broad audiences with generic creative.

We rebuilt the strategy:

• Created UGC + review-based creatives (problem → solution → result)

• Focused on “benefit-first” copywriting that resonated with NZ skincare buyers

• Segmented audiences by skin concern (anti-aging, acne, hydration)

• Implemented bid cap testing and warm retargeting

Result: Blended ROAS doubled with lower CPA

3. EMAIL FLOWS THAT PRINT PROFIT

We launched a full set of Klaviyo flows:

• Welcome series (value-led intro + top product education)

• Abandoned checkout with social proof

• Post-purchase: cross-sell + review request + referral CTA

Result: 60% increase in email-attributed revenue

his wasn’t just a media buying engagement.

We helped Pal’s become:

Conversion-optimized from first click to checkout

Retention-ready with high-performing email systems

Profit-focused, not just ROAS-focused

The founder got time back to focus on product development and partnerships, knowing Humble Digital was driving growth under the hood.