E-commerce conversion rate optimisation

Outstripping the competition

The headline

Launching new products in a crowded digital environment creates a number of variables: messaging, channel, media format, timing, cost-model, bid thresholds etc. Each varies by seasonality, sector, geography and competitive set.

Identifying, quickly, the optimal mix of message, media, and advertising model can lead to immediate sales impact with the minimum path to positive ROI. For OMRON, that is precisely what we did.

The challenge

OMRON are the preeminent manufacturer of domestic medical devices, specialising in sectors like cardiac monitors and nebulisers. Alongside their traditional sales paths via retail and healthcare channels, the necessary step into online marketplaces brought new questions for the business, and required immediate learnings, and immediate sales impact.

The solution

We combined full understanding of the audience needs around their health verticals with dynamic digital media, tailored conversion funnels, and continuous optimisation. The result was a business solution that rapidly delivered the optimal creative, media, and messaging mix.

By combining dynamic messaging hooks with custom-curated conversion funnels, and continuous media optimisation, we established the business benchmarks on what excellent performance looks like, what max CPA and min engagement scores were required in order to deliver positive ROI.

We piloted in one market, Germany, and used this to create the optimum activation model for roll-out across their numerous European markets.

Healthcare case study

Impact

  • 5x market share sales uplift
  • Max CPC by media channel
  • Min engagement scores across conversion funnel
  • Positive ROI model for marketplaces

We took guesswork and error margin out of the discussion.

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