How To Utilize Growth Design To Optimize Conversions?
From a growth marketing boot camp, I had a chance to collaborate with an EdTech start-up to promote a children's product. Near the end of the digital campaign, due to project constraints, we were left with little budget (USD 100) and less than a week to promote a final sale. Here is what I did: an optimized landing page, a Facebook ad, and email marketing.
🖥️ Landing Page
The sprint started from optimizing the original page. The old page was doing ok but it could use some tune up to drive sales. First, after getting permission from the stakeholder, we were allowed to use a discount, and on top of that, a count-down timer was added to the top of the page. Next, the product was a hybrid of offline DIY activities as well as an online course. Since the product concept was new, it could use Q&A to give customers a clear idea of what the product is, so we added a Q&A session to give our target audience, moms, reassuring answers to questions they may have. As the product was intended for children aged 3-12, we also added cartoonish elements to the page, so it felt authentic and appealing to children.
📘 Facebook Ads
The campaign length was less than a week, so it was a necessity to communicate with the target audience in the shortest time possible. We went for Facebook for its ads exposure speed. The copywriting used the topic sentence "countdown sale less than 5 days", and revealed the price bluntly to test out the reaction compared with the original price. Second, the copywriting listed the unique selling points to differentiate our product from other competitors, which the previous copywriting did not achieve. Third, the writing register was targeted toward a more refined audience.
📧 Email Marketing
The final sale was very short and so we used the potential customer list from the top and mid marketing funnel to retarget. From the previous marketing campaign, we noticed that our target audience was the moms who are mindful of education trends and value parenting time. Therefore, when using email marketing, we ventured to a slightly longer email with more emphasis on knowledge sharing and offering parenting tips, so that the email would not be seen as a thrown-away. The email open rate was 11%.
✨ Ad Performance
The ad underwent 2 days of system learning and it started to work at the end of the first day. Seven leads were generated for adding to the cart. The CTR was 3.15%. According to Wordstream, a good CTR for Facebook Ads averages at around 0.90% across all industries (Facebook Ad Benchmarks for YOUR Industry [Data], 2021)
The landing page was tied with a Facebook ad for visibility. Among 192 events, 170 conversions were triggered, with a conversion rate of around 88%.
From Hotjar's use tracking, we sampled one of the visitors who had actual interaction with the optimized page and noticed 3 behaviors
1. The visitors did not miss the countdown section
2. Visitors did spend time reading the Q&A section
3. The purchase button was triggered
The user seemed to be interested in the content and took action to purchase. The information architecture of the page was organized well enough to generate leads.
📈 Marketing Insights
The ad performance of the campaign in terms of conversion and CTR was praiseworthy in such a short time. Had the project had more time, we would have been able to observe how the ad could have performed as time evolved. The Facebook ad did collect leads, however, the leads came from the target audience who already knew about the brand. We conclude that the external motive, the discount from a familiar brand, and the internal motive, the actual need, together contributed to the conversion. It is advised that the brand should reference from the target audience's preference of knowledgable copywriting and quality parenting, and consider developing content strategies such as SEO to optimize communication with more potential buyers. We encourage the start-up to continue the growth marketing cycle to refine the target audience and use the insights to strategize digital ad campaigns and for branding as well.
