Challenges
- Northern Performance has been receiving 60% of its traffic through Google ads, with the remaining 40% through direct and organic channels.
- However, the website has been experiencing high cost per lead (CPL) via Google ads, prompting the exploration of alternative scalable channels with a lower CPL, without compromising on the quality of leads.
- They have previously explored Facebook and Instagram as potential channels, but unfortunately, the results were not satisfactory.
Strategy
- We began conducting experiments with Facebook and Instagram ads by cautiously allocating a limited budget.
- Implementing the BELT (Believe, Engage, Lead, Transact) methodology resulted in obtaining initial traction. Gradually, increased the scale of its campaigns to a monthly expenditure of $50,000.
- This strategic move proved beneficial in elevating Facebook and Instagram to the second biggest revenue channel.
- Revamped the landing page and search experience thereby increasing the conversion rate by 233%.
Outcomes
- 29% — Conversion Rate Increase
- 12% — AOV Increase
- 3.7x — ROAS Achieved
