Client

E-commerce, Electronics & Technology

Objective

The client asked us to analyze his Facebook and Instagram advertising strategy and propose a new strategy to reduce the CPS (Cost Per Sale) below $80, as all previous attempts of selling through Facebook ads have been unsuccessful.

DIFFICULTIES

1. Low CTR (Click Through Rate) of 0.4% compared to 1.5% industry average.
2. •
3. Low on-page conversion rate of 0.3% compared to 2.25% industry average.
4. •
5. Low EDM conversion rate of 1.33% compared to 4.47% on similar projects we manage.

Targeted ads

1. After a detailed analysis of client’s purchase data, we suggested they narrow their target audience to women, age 25+ with children up to 10 years old in order to increase CTR (Click Through Rate).
2. •
3. In order to improve CTR (Click Through Rate) and CPS (Cost Per Sale) we suggested two new funnels:
4. a) Cold outreach through a traffic campaign with a 3-step retargeting campaign revealing the benefit of the product to the audience from different angles:
5. • emphasize the pain points that the product solves
   • transmit testimonials
   • build FoMo effect with a limited-time offer
6. b) Quiz conversion campaign followed by a four-step sequence of automated sales emails to educate the audience about the product:
7. • outline the problems that the product solves
   • showcase user cases
   • draw a comparison between the product and common substitutes
   • create FoMo effect using a limited-time offer
8. For the cold outreach campaign we have proposed a spokesperson-type ad, guiding the audience through the problems that the product was designed to solve.
9. •
10. The audience who watched over 50% of the cold outreach video should be retargeted by video-testimonials produced by popular bloggers to promote the trust, and a video which emphasizes the premium features of the product, which set it apart from similar devices.

Web Development

1. In order to increase the conversion rate of the sales landing page, we have implemented the PmPHS approach to copywriting, emphasizing the problems that the product could solve for the target audience. In order to leverage the power of Viral Marketing, we have additionally implemented a biweekly contest for a Disney+ gift card.
2. •
3. In order to draw attention to the issues the product was designed to solve, we have built a 5-question quiz inviting parents to find out how safe their child is while using digital devices.

EDM

1. In order to improve EDM conversion rates we have designed 2 automated email sequences, combining our EDM best practices with clients' brand voice and style.