$40k to $103k in 90 days
The Challenge
- Scaling revenue through Facebook Ads
- Increase awareness and improve the existing customer journey
- Improve product pages and increase CR% for a product with multiple sizes, flavors, and fixed quantities
The Results
- 150% Revenue Increase
- Conversion Rate Increase of 37%
The Solution
- Implement a creative strategy that increases ads win rate (% of creatives that become best-performing ads in the ad account)
- Create landing pages specific to each product that educate the customer, build trust & authority, and discredit alternatives.
- Improve product pages to promote different offers that increase the AOV.
Creative Strategy
After the initial in-depth customer research, we settled on which concepts to test.
For the static ads, we followed this process:
- Test out proven templates with a variation of different headlines and angles
- From the best-performing headlines, we generate more types of visuals for new statics.
- With the data collected, we take the best-performing angles and create videos.
This allows us to find winning angles faster without sacrificing ad creative quality.
With the winning angles, we started on video production: Our team wrote all the scripts. After that, we coordinated the findings from our research to match a creator to one of the buyer personas we created.
For this ad account, static ads also performed very well.
These 4 benefits static worked well, the 3 things that stand out for us are:
- Clear Value Proposition: Phrases like "Long lasting," "Good for dental health," and "Fresh and Odorless" address common concerns for pet owners, making the product desirable.
- Attractive Offer: The limited-time offer banner helped create a sense of urgency towards our target audience, leading more people to convert.
- Targeted Messaging: The term "Healthy Chewing" suggests that the product is enjoyable for the pet and contributes to their well-being, which is an important selling point for pet owners who prioritize their pet's health.
Landing Page Creation
We immediately identified a need for a more coherent and user-friendly customer journey for this pet brand.
All active ads they had led to a category page that lacked clarity, specificity, and enough education about the product.
In response, we initiated the creation of various listicle landing pages.
Similar to an advertorial, a listicle landing page is a hybrid between a sales page and a BuzzFeed-style half list, half article.
It’s designed to read like a blog post that educates the readers on a topic related to a certain product or brand.
These are great to pre-sell readers before asking them to buy.
This works for most products, but especially products that require more education, or more consideration. We took advantage of our client’s new flavor launch and adapted one of the Landing Pages towards it:
This strategy directed every ad click to a centralized, highly optimized landing page featuring:
- Plenty of social proof
- Education on the product
- Different CTAs depending on the flavor
But this wasn’t the only thing that helped us raise the conversion rate by 72%:
Product Page Optimization
Once we started working with this pet brand, it became clear that their product pages lacked user-friendliness.
The pages had overly long and confusing dropdowns, with unclear quantity selection options. This setup didn’t help users understand the various discounts and purchase options available.
The product pages were also divided by size and the product images needed a change as well.
Following optimization, the product page options were transformed as follows:
Products like this one that contain various quantity and sizing options can be difficult to optimize, the key is to find a perfect set-up that makes it intuitive and prompts them to buy. (like the one above)
Results (In Total Sales)
After both the creative strategy was settled and all optimizations were done, these were the numbers we saw improvement on:
Final days of December - $40k
January - $47k
February - $76k
March - $103k