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PHD Beauty is an Indian D2C skincare brand built on a straightforward premise: dermatology-grade formulations shouldn't cost a fortune. Founded with dermatologist input and a commitment to ingredient transparency, PHD set out to bring clinical-standard skincare to everyday Indian consumers.
With a growing presence on Instagram and a community built around skin education, PHD had established genuine credibility in a crowded market. Their top-of-funnel was working, SEO and paid media were bringing visitors in consistently. The challenge was never awareness. It was what happened after the click.
Cooee was deployed across the PHD storefront to read real-time visitor behaviour and deliver a personalised experience at every stage of the buyer journey.
Rather than a single campaign approach, Cooee iterated rapidly, testing new audience segments, offer depths, and creative variants across six touchpoint formats.
A defining strategic decision was segmenting audiences by real-time intent signal and not just session source or demographics. Each campaign was assigned to a Low, Medium, or High intent tier based on micro-behavioural signals: scroll depth, time on page, and cart value
Campaigns were versioned continuously. Bundle widgets ran from v2 through v6. ABC cart popups ran V2 through V7, each testing a new discount depth, creative, or audience condition. This compounding approach meant every campaign version was smarter than the last, informed by real conversion data from the version before it.
The medium intent tier consistently outperformed high intent in terms of revenue and order volume. High-intent users convert without heavy discounting; over-incentivising them erodes margin. The biggest opportunity was mid-funnel medium-intent users who needed a nudge, not a bribe.
Segmenting by cart size (1 / 2 / 3 items) and matching offer depth to cart value significantly improved popup relevance. A visitor with 3 items in cart responds to a bundle completion offer; a 1-item visitor needs a different hook.
No single campaign version was the answer. Campaigns that ran through 5-7 iterations consistently outperformed first-version launches. Each new version built on the data from the last, progressively tightening targeting and improving creativity.
Mid-of-funnel video campaigns underperformed vs. broad/non-segmented placements on most SKUs. The non-MOF/BOF segment consistently delivered more ATCs and higher revenue for shoppable video, suggesting video is more effective as a discovery tool than a retargeting tool.
The V4 Cart Recovery campaign (₹1.9M, 3.2% CR) was the single best-performing campaign on the entire store. Recovering an existing cart-add is categorically easier than converting a new browser. Every store should have an active cart recovery widget before optimising anything else.
Cooee is an on-site personalisation and conversion optimisation platform for D2C and e-commerce brands. Cooee enables brands to run contextual campaigns across the full buyer journey — from homepage to checkout, using real-time behavioural signals, without engineering dependency.