Awesome Brand and Product, But Poor Paid Social Results
Increase in ROAS (Return On Ad Spend)
increase in CTR (Click-Through Rate)
increase in Conversion Rate on ads
XG Cargo designs beautiful and functional storage for Jeeps/SUVs. Their core message is “Make room for adventure” and they amply live up to it.
XG Cargo has a fantastic product, but even with cinema-quality videos and images, our thorough testing showed that communicating their product’s value in ads was a challenge. This was causing us to get very little traffic, and the traffic we got didn’t convert at a good rate because consumers weren’t well educated about the product. As a result, revenue was low.
We needed a carefully designed video script to hook the audience’s attention and drive them to action.
We devised a video script that started with a clear hook to stop the audience’s scrolling, identified a common problem among the audience, then showed how our product is the solution. We followed this with calls to action, then reviews and more calls to action.
The hook is the most important part here because, without a good hook, people won’t watch the rest of the video. We made several different hook variations to launch simultaneously, increasing the chances that one of them would be a winner.
When identifying the problem, it wasn’t enough to highlight a generic problem—we took it a step further by highlighting a specific problem, and even adding some humor to it. This requires a deep understanding of the psychology of the target audience. At Voy Media, it’s the standard operating procedure for our entire team to dive deep into your target audience’s psychology with thorough research and collaborative brainstorming.
When showing the solution, we first show the main benefit of the product, then highlight its other features and benefits.
The first call to action in the video is critical because it leads an engaged viewer to consider taking the specific action we want them to—not sharing, not following our IG, not tagging a friend, but clicking to buy now!
After the first call to action, we add real customer reviews and praise from influencers and press to build credibility. At that point, if the viewer is this engaged, their only reason to not click might be trust. They just discovered you—how do they know that you’re a legit brand or that the purchase is worth it? From social proof, real reviews from customers who have had the exact same problem, and from reputable publications praising the brand and product. After this, we follow up with another call to action.
From May 1st – May 31st, 2019:
- 294% increase in return on ad spend (ROAS), from 0.74 to 2.92.
- 104% increase in click-through rate (CTR), from 0.84% to 1.72%, more than doubling traffic.
- 103% increase in conversion rate on ads, from 0.3% to 0.64%. There were no changes to any other parts of the funnel that would impact conversion rate—the ad traffic was simply better educated about the brand and product, and the conversion rate from other traffic sources remained the same. This shows that people who clicked on the ad were more educated about the product and therefore more ready to buy.
What are you waiting for?