What happens if you change the offer on the landing page and ad creatives and limit the duration of the promotion?
How do promotions and specials affect conversion?
Let’s figure out how we got a 1.87% increase in conversion for visitors not from advertising sources, and at the same time a 2.93% drop in conversion for visitors with targeted advertising
Our client is engaged in the sale of energy-saving quartz heaters EcoTeplek o in three countries — Estonia, Latvia, and Lithuania.
We do target advertising on Facebook with landing on a one-page landing page for EcoTeplek o. In addition to traffic from social networks, the site also receives a small amount of traffic from search engines.
After 2 months of advertising work, we decided to change the offer on the landing page and in ad creatives, adding the end date of the promotion and a counter (on the landing page) to increase conversion.
И вот что мы получили.
Before the promotion, the average conversion rates are:
After the introduction of the promotion, the average conversion rates are:
And again, the average conversion rates for a week of work without a promotion:
- for visitors with targeted advertising - 3.79% with the number of visitors 3,122,
- for visitors from other sources (direct visits, search, social networks, etc.) - 2.11% with the number of visitors 708
After the introduction of the promotion, the average conversion rates are:
- for visitors with targeted advertising - 1.4% with the number of visitors 5,722,
- for visitors from other sources (direct visits, search, social networks, etc.) - 3.98% with the number of visitors 893
And again, the average conversion rates for a week of work without a promotion:
- for visitors with targeted advertising - 2.28% with the number of visitors 619,
- for visitors from other sources (direct visits, search, social networks, etc.) - 2.27% with the number of visitors 61
Final images
After many tests, we got reliable results that it is the images of goods in the interior that give the greatest efficiency.
EcoTepleko quartz heater
We got a 1.87% increase in conversion for visitors from non-advertising sources during the launch of the promotion, and at the same time, a decrease in conversion by 2.93% (which is 2.7 times) for visitors with targeted advertising. And the stabilization of indicators after the cancellation of the promotion — the conversion for visitors from targeted advertising increased by 0.88, but still does not reach the "pre-promotion" level, and the conversion for all other sources returned to the "pre-promotion" level.
Agency Gradus ° is not only engaged in Internet marketing but also shares knowledge
In June 2020, at the request of VTB Bank, we conducted an online course on targeted advertising for the bank's corporate clients
In June 2020, at the request of VTB Bank, we conducted an online course on targeted advertising for the bank's corporate clients
What conclusions can be drawn from this experiment?
In targeted advertising, you need to use methods that warm up the audience, and not hard marketing "head-on".
Aggressive marketing techniques are not always the same and work well for different sources. Obviously, in this case, for warm and hot traffic, that is, for those who intentionally came to the site (from search engines or via a link, etc.), such techniques work in a plus. But for cold traffic, that is, for those who came through targeted advertising — in the red.
Because hot traffic has already formed a demand and knows what it wants, and the "hurry up to buy, otherwise it will run out" methods act as a good motivator for them. And those who do not yet know whether he needs this thing or not are repulsed.
You need to show potential customers the benefits of your product or service for them, convince them that they need it, and only then sell.
Of course, ideally, you can and should run a few more tests to test and confirm the hypothesis.
Because hot traffic has already formed a demand and knows what it wants, and the "hurry up to buy, otherwise it will run out" methods act as a good motivator for them. And those who do not yet know whether he needs this thing or not are repulsed.
You need to show potential customers the benefits of your product or service for them, convince them that they need it, and only then sell.
Of course, ideally, you can and should run a few more tests to test and confirm the hypothesis.
| Digital-agency Gradus° We have been engaged in Internet marketing for 8 years. We work with brands Otto, Tork, Militzer & Munch, cooperate with banks VTB, Uralsib, Sovcombank, and interact with hundreds of small business clients. We regularly conduct live seminars in Russia and Europe, where we share our experiences and tell real cases. We publish articles on the portals vc.ru and executive, write the General Director and Commercial Director for the magazine, give comments for federal TV channels and just figure out what we are doing. We know how to look at the business from the outside, study the details and find growth points for companies, which leads to an increase in profits. |
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