Reducing customer acquisition costs through campaign testing
About this case study
Industry
E-Commerce
Scope Paid Media | Membership Sign Ups
THE CHALLENGE
Since it was founded in 2012, MyRunway has grown to be South Africa's largest private online shopping club. The sitehosts over 500 high-end brands for sale at a discounted price to their exclusive online society. In a bid to grow this member-base, one of MyRunway’s primary strategies is to find fresh ways to acquire new customers.
OUR APPROACH
Conversion Science conducted a test over the Black Friday period, during which 2 different sign-up campaigns were implemented. One was a standard web sign-up conversion campaign, the other an in-platform leadform campaign. Results showed that making use of the built-in lead forms produced a sign-up volume 47% higher than that of the normal format, at 27% lower CPA.
THE RESULTS
Test results showed that making use of the built-in lead forms produced a sign-up volume 47% higher than that of the web format, at 27% lower CPA. After achieving these results, Conversion Science included the lead form campaign format into the always-on campaigns which resulted in overall CPA on the channel being brought down by 54%.
Increase in sign-up volume
+47%
-54%
Reduction in overall CPA
Simon Slabber
Head of E-Commerce
"MyRunway has worked with Conversion Science since 2015 as our preferred paid agency partner. We enjoy partnering with Conversion Science as they take care to ensure that our Paid Campaigns are aligned with our broader strategic goals and that we're always adopting the best approach in optimizing our campaigns.
They understand that each business is unique, and adds value to our business through understanding our strategic needs and proactively guiding us to new opportunities. We highly recommend Conversion Science to other businesses seeking similar partnerships."