Business Platform
Confer On
Increasing sales with ads that click to WhatsApp and purchase optimization
Brand
The retailer used the purchase optimization strategy for its campaigns of ads that click to WhatsApp on Facebook and Instagram, and saw 3.9X more purchases compared to the usual ads optimized for conversations.
3.9X
more purchases for ads that click to WhatsApp optimized for purchases through messaging, compared to usual ads optimized for conversations
79%
lower cost per purchase for ads that click to WhatsApp optimized for purchases through messaging, compared to usual ads optimized for conversations
Their Story
Masculine appeal
Based in Indonesia, Confer On is an ecommerce brand that specializes in footwear, bags and apparel for men.
Their Goal
____
Winning more sales
Confer On hoped to find a solution that helped the team efficiently translate customer conversations into online sales.
Their Solution
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Optimizing for purchases
Confer On often runs ads that click to WhatsApp optimized for conversations as part of its usual marketing strategy. Though this approach is successful in delivering a high volume of conversations, these interactions usually have a lower purchase intent. The Confer On team hoped to find a solution that could connect them with customers more willing to make a purchase through WhatsApp to help them boost sales. The team decided to test a new optimization strategy using the “purchases through messaging” optimization goal.
To gain insights into the impact of this new optimization strategy, the team conducted an A/B test in Meta Ads Manager:
- Cell A: the brand’s usual ads that click to WhatsApp optimized for conversations
- Cell B: the ads that click to WhatsApp optimized for purchases through messaging
“The success of this campaign combines the strength of our product offerings, the strategic use of WhatsApp as a sales channel and Meta’s new optimization for purchases. By changing our optimization strategy, we found a high-quality audience of people more likely to buy our products, leading to a significant improvement in performance while maximizing our budget.”
Lita Tri Melati
Owner, Confer On
Both campaigns included photo ads using creative that featured the brand’s range of footwear. The ads encouraged people to click an Order now button and begin a conversation with the brand’s customer service team about its products. They could then make a purchase online or choose cash on delivery.
The team followed Meta’s best practices for ads that click to WhatsApp by setting up both campaigns to run for a minimum of 14 days, and delivered ads to a broad audience of people in Indonesia between the ages of 25 and 40. To make the most of the budget and reach people most likely to make a purchase, the team used the Advantage+ placements feature to automatically deliver ads across all of Meta’s placements, based on which were most likely to drive the best campaign results for the lowest cost at any given time.
Their Success
After comparing the performance of the brand’s usual ads with the ads optimized for purchases through messaging, the Confer On team discovered that switching up their optimization strategy efficiently increased purchases. Results included:
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Kicking up sales
- 3.9X more purchases for ads that click to WhatsApp optimized for purchases through messaging, compared to usual ads optimized for conversations
- 79% lower cost per purchase for ads that click to Whatsapp optimized for purchases through messaging, compared to usual ads optimized for conversations
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