In The Style
3x
13%
<60p
29.6%
The Objective
In peak period, ecommerce retailers are often met with the challenge of high CPMs and high CPCs across Paid Social, due to increased competition in the auctions. This results in inflated purchase CPAs, driving down conversion efficiency.
Our goal was to invest budget into other conversion focused activity, instead of hitting a point of diminishing returns on Paid.
We recognised the opportunity of generating high quality, high intent leads for use in email campaigns to drive incremental revenue during BFCM. An opportunity which also allows us to grow our data base, giving us future audience creation capabilities, and a larger database for our CRM team to target.
The Strategy
Advanced Audience Targeting to Reach Relevant Consumers
First time, seasonal/bargain shoppers during BFCM behave differently to brand loyalists. With this in mind, we created a look-a-like audience based on sale purchases and browsers; allowing us to better target this unique segment.
Incremental Revenue Driven Through Audience Suppression
We excluded existing newsletter sign-ups, ensuring we were targeting a completely new customer base for email. This allows us to provide the most value for the CRM data base, and guarantee incremental revenue for the channel.
A/B Testing Creative to Drive Learnings
In collaboration with In The Style’s internal designer, we created a split test, with differing designs (see next section). One featuring a model in the background, and the other had In The Style branding. Giving us additional data points to learn from for future campaigns.
Compelling Messaging to Drive Lead Form Signups
To entice bargain shoppers, ‘exclusive’ and ‘early access’ messaging was pushed throughout the ad copy. The creative, had a clear CTA of ‘Sign Up Here’ to drive the desired lead form sign-up action.
Using In-Platform meta Lead Form Instead of Sending Traffic-to-Web
To remove extra steps for the consumer, we utilised an in-platform lead form, instead of sending the user to the site. This allows us to drive increased volume of leads (as well as a stronger user experience). The worry can be that these users are of lower quality, which we aimed to prove wrong with high quality leads.
Black Friday Lead Gen Split Test:
The Results
The lead gen campaign generated cost efficient leads, with a cost per lead below £0.60. This was supported by CPMs being ~15% lower than the account average in November.
Moreover, we achieved a Lead to Purchase Conversion rate of 30%, demonstrating the relevancy of the audience, and their high intent nature. This also supports the quality of inplatform lead forms.
Overall, the campaign achieved an estimated 30x ROAS, of which was incremental revenue for the email channel. Alongside this, we supported the growth of the CRM data base list.
