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.