- Display Campaigns.
In this project, the display campaigns were used to increase brand awareness, but without any structuring and tracking of user behavior on the website. There were campaigns, there were banners and responsive ads, they were somehow shown to users with similar interests and that’s it.
We structured campaigns by interests/events and created more themed banners for each audience. And showed them to users who recently had a moving event or who recently moved. The creatives were with an offer and information about installments and discounts when ordering from X pieces, as well as about delivery to the address and installation. Users who were in the process of moving were interested in targeted delivery and installation because they didn’t want to bother with that either.
For users who were just interested in curtains and window decoration, we showed banners with different types of blinds and an offer to order a sample with pieces of fabric. So people could see live how this or that fabric is suitable for their current decor. Such users have nowhere to hurry, they prefer the rational choice “to walk around, look” and only then choose. In addition, here we didn’t sell directly, we led users to certain articles about the benefits of blinds, their types, and possible options.
In the future, we tracked users’ behavior. Created a remarketing audience for users who scrolled >70% of the page and spent >3 minutes on the page. This is how we filtered users who were more likely to be interested in our product. Then we caught up with them with offers and various promotions. In general, this idea worked and the audience showed good results in the future.
Site work:
We worked not only on the advertising account but also on the website itself:
– tested various titles, as well as their sizes;
– tested the location of offers on the page;
– tested the location, size, color of buttons with CTA.
We tested all the elements that, according to our hypothesis, influenced the behavior of users on the website and the conversion rate.
For example, all the buttons on the website were designed in corporate colors — pale pink, all in the same style. We had a hypothesis that changing the color would help to increase the conversion rate, as users are used to seeing the green “order” button more often. This testing helped us see that the green button page had a 4.07% higher add-to-cart conversion rate than the corporate color button page.
Yes, there is no dramatic increase in the conversion rate, but various tests and hypotheses help to gradually increase efficiency.