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Targeted advertising for online sports nutrition store Feel Power

How to increase the number of purchases on the website by more than 200% and reduce the average conversion cost by 18.5% in 5 months

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Input data

Client: online store of 100% vegetarian proteins of own production and other plant-based sports nutrition products.

Problem: the client contacted us with the desire to increase the number of orders from social networks and through the website.

Duration: 5 months.

Tasks
increase the number of orders on the website;
increase the number of orders from social networks;
lower the average conversion cost and increase ROAS.

List of works and results

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1. We suggested launching more expedient advertising campaigns for conversion because the client had advertising campaigns dominated with the aim of getting traffic to the site. Since traffic campaigns increased activity on the Instagram page, we decided to make the transition to conversions gradual.

Launched advertising campaigns aimed at selling to a broad audience with interests related to fitness, vegetarianism, sports nutrition and natural plant-based products.

Launched add-to-cart campaigns to collect warm audiences for retargeting. After 5 days, a retarget was launched for those who added the product to the cart. Reduced budgets for traffic campaigns and redistributed part of them to conversions. For the announcements, video creatives were chosen, in which the products were unpacked and presented. It was to these videos that the audience of the page responded better, and in traffic campaigns, the CTR was higher.

The following results were obtained during the transition period

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The results showed an increase in direct purchases after switching to the site. Then they started working on scaling.

Traffic ad campaigns continued to run, but with a smaller budget because they increased traffic through the Instagram page and helped retain a potential customer who later moved to the site from social networks.

Results to:

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Results after:

2. The following month, we continued to work on the optimization of advertising campaigns. It was possible to increase the number of purchases from social networks.

Channel statistics from Google Analytics

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Statistics from Ads Manager

3. We continued to work on the optimization of advertising campaigns. It was possible to increase the number of purchases from social networks.

Difficulties:
- rapid depletion of creatives and audiences;
- high correlation of effectiveness with the frequency of advertising;
- seasonal decline (decrease in training intensity at the end of summer) and an increase in the price for 1 order.

Statistics from Ads Manager

All this motivated us to change the general promotion strategy.

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4. Change of strategy

We created feed product catalogs together with the client. Expanded audiences for all ad campaigns to reduce impression frequency. Updated audiences for retargeting (those who added to the cart and those who just viewed).

Turned off advertising campaigns for direct sales through ads. Instead, they launched advertising campaigns for the catalog. Continued add-to-cart advertising campaigns with a wide audience combined with dynamic retargeting through the catalog.

Example of an ad for a directory

We managed to increase the number of orders from 49 to 65. The average price per order decreased from $11.97 to $8.57. ROAS increased by 53.1%.

Results from Ads Manager

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some alt text

Results from Google Analytics

For 5 months of work:
- the average monthly number of orders from social networks increased from 30 to 70 (+200%);
- the cost of orders per month increased from UAH 30,000 to UAH 80,000 (+260%);
- the number of visits to the site increased to more than 7,000 (+14%);
- the average price per order on the website decreased to $8.57 (-39.9%).

some alt text
List of works and results

1. We suggested launching more expedient advertising campaigns for conversion because the client had advertising campaigns dominated with the aim of getting traffic to the site. Since traffic campaigns increased activity on the Instagram page, we decided to make the transition to conversions gradual.

Launched advertising campaigns aimed at selling to a broad audience with interests related to fitness, vegetarianism, sports nutrition and natural plant-based products.

Launched add-to-cart campaigns to collect warm audiences for retargeting. After 5 days, a retarget was launched for those who added the product to the cart. Reduced budgets for traffic campaigns and redistributed part of them to conversions. For the announcements, video creatives were chosen, in which the products were unpacked and presented. It was to these videos that the audience of the page responded better, and in traffic campaigns, the CTR was higher.

The following results were obtained during the transition period

The results showed an increase in direct purchases after switching to the site. Then they started working on scaling.

Traffic ad campaigns continued to run, but with a smaller budget because they increased traffic through the Instagram page and helped retain a potential customer who later moved to the site from social networks.

Results to:

Results after:

2. The following month, we continued to work on the optimization of advertising campaigns. It was possible to increase the number of purchases from social networks.

Channel statistics from Google Analytics

Statistics from Ads Manager

3. We continued to work on the optimization of advertising campaigns. It was possible to increase the number of purchases from social networks.

Difficulties:
- rapid depletion of creatives and audiences;
- high correlation of effectiveness with the frequency of advertising;
- seasonal decline (decrease in training intensity at the end of summer) and an increase in the price for 1 order.

Statistics from Ads Manager

All this motivated us to change the general promotion strategy.

4. Change of strategy

We created feed product catalogs together with the client. Expanded audiences for all ad campaigns to reduce impression frequency. Updated audiences for retargeting (those who added to the cart and those who just viewed).

Turned off advertising campaigns for direct sales through ads. Instead, they launched advertising campaigns for the catalog. Continued add-to-cart advertising campaigns with a wide audience combined with dynamic retargeting through the catalog.

Example of an ad for a directory

We managed to increase the number of orders from 49 to 65. The average price per order decreased from $11.97 to $8.57. ROAS increased by 53.1%.

Results from Ads Manager

Results from Google Analytics

For 5 months of work:
- the average monthly number of orders from social networks increased from 30 to 70 (+200%);
- the cost of orders per month increased from UAH 30,000 to UAH 80,000 (+260%);
- the number of visits to the site increased to more than 7,000 (+14%);
- the average price per order on the website decreased to $8.57 (-39.9%).

Conclusion
To effectively launch an advertising campaign for sales through the site, you need to develop a sales funnel that will move the user to the target action – purchase: from the first interaction with a cold audience through traffic and add-to-cart campaigns to convincing a warm audience to place an order through dynamic catalog retargeting which allows you to automatically select products that the user is interested in. After verifying it in practice with the help of test runs, you can proceed to successful scaling of the results and optimization of the order cost.

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