Simply put, this store needed customers, sales so that they could turn a profit. If you're in this same boat and if you're running Facebook ads for your store currently or if you never have, listen up!

Muslin Comfort had a problem of no traffic and no customers outside of friends/family, and they came to the ecommerce Facebook ads experts at Tintle Digital Marketing to help solve it. Simply put, to get their business off the ground, they needed the right traffic and sales. Here are 5 ways we achieved these results for this store: 

1. Irresistible Promotion: First, we immediately knew that Muslin Comfort would need an irresistible promotion to draw new customers to their products. New customers are generally the most difficult to convert and thus it requires thoughtful planning with your campaign. We helped them come up with a stand-out promotion for first-time buyers: up to 25% off their first order. This got new customers easily in the door with a compelling incentive. 

PRO TIP: If you're running ads for an ecommerce store and struggling to get new customers in the door, start testing first-time customer promotions! We recommend no less than 15% off, if you want to try a percentage off. Alternatively, you could test a dollar amount off, typically no less than $10 off. Other ideas include: buy one get one free, buy one get one half off, free-trials, a free item with any order, or free shipping. In addition to testing a first-time customer promotion, make sure to test MORE than just one promotion in order to find the most successful one for your target audience.

2. Proven Campaign Strategy: In order to get off on the right foot with an ad campaign, we had to develop a sound strategy that would bring in the highest ROAS.  It was important to remember that we had to take the customer on a clear journey through purchasing and couldn't expect everyone to purchase immediately. 

With Muslin Comfort, we first introduced cold audiences to their most promising product, shared the benefits, and dangled the enticing promotion (25% off!) in front of them. We ran ads to cold audiences with primarily add to cart optimization, engagement optimization (to build social proof), and purchase optimization for these cold audiences. Afterwards, if anyone didn't buy, we held their hand along a retargeting journey via add to cart and purchase conversion optimized ads which included: powerful testimonials from new happy customers, their special free-trial offer, additional attention-grabbing features of their #1 product, and a direct call-to-action to purchase with urgency.  

3. High Converting Website: If a site isn't ready to receive and convert the right traffic, then the campaign simply won't be as profitable as it could be. This was one gamble we took with Muslin Comfort since, as a brand new store and site, they didn't have an established conversion rate yet. After evaluating their website, product, and target market ourselves, we determined that it was likely that the website would be converting at a reasonable rate once we started sending traffic to it. 

And we were right! The conversion rate for the website fluctuated between 1 and 2% in the beginning, which is an excellent start. 

PRO TIP: This is probably the most underrated aspect of a successful Facebook ad campaign! If we send tons of super qualified, interested, and ready-to-buy potential customers via Facebook ads to a website with a low conversion rate, it will be difficult to achieve a good ROAS. In other words, you won't get as high of an ROI/ROAS with a low conversion rate (generally under 1%) on a website. 💻 

Now, to clarify, this doesn't mean you shouldn't run ads to a brand new website without an established conversion rate or one that's below 1%. You'll just need to expect that the testing will take longer and it will be more difficult to achieve your ideal ROAS and revenue goals. 

After launching this new campaign for their new business, we saw an average ROAS of 4.5! Plus, several ads with retargeting (aka warm) audiences had a ROAS in the double digits (some above 10 and some even above 20-30!).  These numbers are fantastic on their own since most business owners would be thrilled with a 3x or above ROAS. But considering this is a brand new site and there was no established conversion rate before the ads, these numbers are phenomenal!

Better yet, over the course of 60 days during the holiday season 2019, our Facebook advertising campaign ended up generating well over $118,000 in revenue for them!