SHYNE Labs

Achieving a 6× Higher Conversion Rate With an A/B-Testing Strategy

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1 x

higher ROAS

- 10 %

cheaper Leads

1 x

higher Conversion Rate

About SHYNE Labs

SHYNE Labs is a Berlin-based company and considered a revolution in professional at-home hair coloring. Developed with well-known beauty experts such as Shan Rahimkhan, SHYNE Labs offers salon-level quality—from personalized hair analysis to expert consultations and perfectly matched care products. Their intelligent technology tailors the entire experience to each customer’s individual needs.

Step 1

The Challenge

When we took over SHYNE Labs’ paid social efforts in August 2019, one thing was clear: in the beauty and cosmetics space, visual language determines the success or failure of a campaign. On Facebook and Instagram, performance depends almost entirely on whether a creative stands out in the feed and builds trust.

Unclear visual direction

It wasn’t clear which visuals—product photography, models, before/after images, or lifestyle content—resonated most with the target audience.

High dependence on creatives

Because SHYNE Labs is a strongly visual brand, campaign performance rose and fell with the creatives used. Traditional optimization levers like placements or bid strategies had limited impact.

No structured testing setup

Although different ad variations existed, they lacked clear hypotheses and KPIs. This made it difficult to systematically evaluate which visual style would deliver the highest return on ad spend (ROAS).

Cost pressure in customer acquisition

Customer acquisition costs were too high because it was unclear which creative would consistently perform best.

Step 2

Our Measures

To solve these challenges, we developed a multi-stage testing strategy designed to clarify which visuals truly perform—and how SHYNE Labs could advertise more efficiently in the long term.

Forming hypotheses & testing systematically

We started by defining hypotheses—for example, that before/after images would outperform lifestyle shots.
Using multivariate A/B tests, we tested multiple visual styles simultaneously. ROAS, CPA, and conversion rate served as the main KPIs.
Early on, the result was clear: before/after visuals delivered by far the strongest performance and outperformed all other variants.

Developing variations & analyzing results

Once the winning creative was identified, we created variations around the same concept, such as seasonal themes (e.g., New Year) or discount badges.
These were then tested across multiple campaigns to validate the results statistically.
The outcome was unmistakable: the original, simple before/after image—without any add-ons—delivered the highest conversion rate and best ROAS.

We Create Digital Leaders

Step 3

WEVENTURE delivers Results

The structured testing strategy quickly paid off for SHYNE Labs. After only the first campaigns, it was clear which creative resonated most—and how large the performance gap truly was. (As of November 2020)

ROAS (Return on Ad Spend)

The before/after visual achieved more than three times the ROAS of all other tested formats.

Customer acquisition

With the winning creative, new customers were acquired at roughly one-third of the previous cost—significantly lowering CPAs and enabling sustainable scaling.

Conversion Rate

While other visuals generated little response, the before/after image delivered a conversion rate roughly six times higher.

Notably, this single creative alone drove nearly one-third of all conversions during the test period.

Learnings

Key Insights

Testing is essential: only structured A/B testing reveals the highest-performing visuals.
Simplicity wins: the simplest visual (a straightforward before/after shot) outperformed all more complex alternatives.
Data-driven optimization reduces costs and increases conversion rates sustainably.
A single strong creative can generate the majority of conversions by itself.