Question: What's the difference between • and ♥?
Answer: An incremental ~$417,354 in revenue over two weeks.
Allow me to explain. Most in-house marketing and leadership teams are far too close to their product and brand to be objective as much as they might try. It's a challenging practice for fear of bruising egos, etc.
A large brand spending around $100K/day on META ads is doing what most businesses do: focusing on ad creative, ad copy, ad targeting, and ad budgets. There is nothing wrong with this; businesses should focus on those things, and they should also set aside a budget for testing their ads destinations and website.
When we began working with this brand, we inherited landers that had been stood up with little effort, which is surprisingly common. Landers are built and often forgotten because ads give that immediate dopamine hit and easy reporting.
From spending time with their team, we saw a clear distinction between the ads that performed well and those that did not. They slightly changed copy; they used heart icons as bullet points, not dots; nobody else had picked up on this.
We then heavily researched (empathy mapping) their primary cohorts and learned that given their product and target's reasons for buying, we should speak to their health and carry over the ad style for maximum congruency.
So, as an initial test, we changed the ad's lander to use hearts in their features list instead of dots for the bullet points and a slight color palette change. These well-thought-out and highly intentional, albeit small, changes in congruency made a HUGE difference, adding nearly $500K to their bottom line in just a few weeks.
Coming from a senior leadership marketing role on the brand side, I would have loved to have a highly experienced, well-researched, objective partner to point out the obvious and introduce experimentation into our culture as a significant growth lever. I did it the hard way. You don't have to. We can do this for you.
I'm happy to provide you a 1:1 audit of your primary ad destination or any other high-trafficked page, so you have a starting point and can experience just how powerful conversion rate optimization can be for your business!
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