From Clicks To Conversions
Introducing one Mystery Client, an ambitious e-retailer with big goals and an all-too-familiar problem. After close to a month of vicious advertising campaigns, our bewildered retailer had already spent a significant part of their limited start-up budget. Their outgoings were huge – enough to stress them out considerably – but sales weren’t coming anywhere close to what they wanted.
Our Mystery Client came to Brightdock for help. They wanted to learn what we could glean from their site and ideally, fix the problem to generate better revenue and bigger profits.
Their Why: Like many an e-retailer who had gone before them, our Mystery Client wanted to deliver value and enjoy an income from their painstaking work and creative products.
Their How: Our entrepreneur wanted to find out why their site had so many visitors and an awesome click rate, but such paltry sales. We wanted to discover what customers were doing, how we could enhance their experience, and how we might grow our client’s sales with an impactful strategy.
Their What: Discover where Mystery Client’s traffic was going, identify customer personas, and tailor the experience for these prospective buyers.
By this point, our Mystery Client (MC) was working with a very tight budget. There was plenty of data from previous campaigns, but MC had no inkling who their target audience was. As such, they had no way of knowing how to convert them into the sales they anxiously wanted.
Our Brightdock experts were facing a very ubiquitous challenge; we figured if we could successfully help our Mystery Client, we’d have a basic framework that might help struggling e-retailers everywhere. So, we stripped our task down to the bare bones – where were MC’s audiences?
We split our client's limited daily budget in a way that would enable us to test as many different audiences as we could over three days. Dividing their 3 existing Ad Sets into 15 for a $5/day budget, we observed the conversions. With the data we gathered, our strategy was to run traffic campaigns only. Of the 15 Ad sets the Brightdock team created, 10 were developed by our PPC and buyer persona specialists, while 5 came from Facebook Pixel using Audience and Lookalike filters.
Elsewhere at Brightdock, our copywriters, designers, and video teams were hard at work creating stunning multimedia and product descriptions for Mystery Client’s ad campaigns. With highrelevance copy and killer product images, we soon felt confident making the switch from traffic campaigns to conversions.
Our Lookalike audiences were the magic ticket – we were able to isolate what interests were linked to a purchase, and we realized that we could replicate that conversion for our Mystery Client's realtime shoppers. We helped MC identify the customer interests associated with their ideal shopper, then move them from browsing through the buyer journey to close more sales. Renewed focus helped Brightdock experts target our client's target shoppers and increase their revenue by $50,000 in fewer than 30 days, with a $9.4 return for every $1 spent on advertising.
Our Mystery Client’s sales say it all – their revenue increased from $0 to $50,000 in under a month thanks to our switched focus. But what we learned was just as important – and it was this: We learned that any kind of data is valuable, and that big results can come from a very limited budget. With says-it-all ad images, communicative text, and clear, consumer-focused product descriptions, you have all you need to cut your Cost per Click and maximize your Conversions. By using lookalike audiences and narrowing down to our target groups, we were able to help our Mystery Client solve a challenge that plagues many aspiring e-retailers. And hopefully, our Brightdock team can do the same for you.