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How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

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Business is kind of like a puzzle—and it’s always changing.

You spot what’s not working, tweak something, and see what happens.

Take your website.

People land on it for all sorts of reasons—some are ready to buy, some are just looking around, and some probably got there by accident.

So you look at the data.

What are people actually doing?

Where are they dropping off?

What’s working, what’s not?

Then you make a few changes to nudge things in the right direction.

But here’s the interesting part…

What if you didn’t have to do all of that manually?

Website improves itself!

Sherpa automatically increases website conversion rates by analysing visitor behaviour, building new page variants, and continuously A/B testing them.

It watches how your visitors behave, figures out what’s working (and what isn’t), then starts creating new versions of your pages.

From there, it keeps testing those versions—constantly running A/B tests in the background—so your site is always learning and getting better over time.

No guesswork. Just continuous improvement happening on autopilot.

How does it work?

Sherpa starts by watching what people do on your site—every click, every scroll, every drop-off.

It figures out what’s working, what’s not, and more importantly… why.

Then it gets to work on the fixes.

That could be new headlines, better CTAs, or small tweaks that make a big difference.

Nothing goes live without your approval.

Once everything’s ready, Sherpa runs A/B tests in the background, sees what performs best, and leans into what’s actually driving conversions.

So instead of guessing, you’re constantly improving based on real behaviour.

The Effect?

You can forget the guesswork—and all the long, drawn-out investigations.

Instead, you get clear answers on what actually works… and what to do next.

Key Takeaways

1. Build with feedback in mind
Don’t wait for “perfect.” Launch early, watch how people actually use your product, and let real behaviour shape your decisions.

2. Prioritise what moves the needle
In a startup, time is tight. Focus on the small changes that directly impact growth—signups, conversions, and retention.

3. Let systems do the heavy lifting
The more you can automate testing and optimisation, the faster you improve—without burning time or energy on constant manual tweaks.