Cocosa

Using an integrated search and display strategy to deliver a 150% increase in memberships

The Objectives

We were tasked us with the following objectives:

  • Year-on-year growth in application volume
  • Decrease cost-per-click (CPC)
  • Increase click-through rate (CTR) and year-on-year return on investment (ROI)

The Strategy

Integrated search and display

  • We invested in paid social, display (mainly demo-targeting with some private market place buys) and retargeting activity, enabling Cocosa to stand out from the crowd

Keywords

  • Big generic terms such as ‘dresses’ and ‘high heels’ worked well over the long-tail, and delivered high level memberships which allowed us to utilise the brand’s terms and promotions to convert those members into buying customers

Landing page testing

  • For every promotion we ran, at least three landing page tests were running at the same time; this was pivotal to making the strategy work and bringing down CPM’s

The Results

  • 150% increase in memberships
  • 25% decrease in cost per acquisition (CPA)
  • Achieved an optimal cost per member of £5 - £5.50, which enabled us to target high quality users and achieve a 30% member to purchase conversion rate
  • After search, the best CPM was delivered by display which included an aggressive retargeting strategy