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Is Your Brand all about
CTRs & under-focused on
Post-Click Conversion?
Today’s Logistics
Recording & slides will be in your inbox
shortly after the session
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
Katherine Bishop
Marketing Coordinator
WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speaker
JON OBERLANDER
Executive Vice President,
Paid Social
POLL
On a scale of 1-5, how well would you
say you are converting people after
clicking on a paid social ad?
● 1 - I’m not focusing any efforts on this
● 2 - I’m doing so poorly
● 3 - There’s room for improvement
● 4 - I’m doing this fairly well
● 5 - I’m excelling at this
Customer
Activation
can be
Counterintuitive
MORE TRAFFIC DOESN’T ALWAYS MEAN
MORE SALES
A higher CTR may widen the top of the funnel but
can erode traffic quality if not paired with the right
next steps.
A FUNNEL IS NOT A VACUUM
To truly accelerate sales you cannot think about
any part of your conversion funnel in isolation.
To be great at this, take advantage of the interplay
between ad engagement and website conversion.
7
Conversion
Rate
Clickthrough
Rate
APM
Acquisitions per impression
(per mille)
8
Using APM
to measure
effectiveness
WHAT IS APM?
A metric of Yield - Conversions per Impression
FROM AD TO SITE
Getting more customers to your site might sound
like the right idea, but these are potential customers.
You need to activate them!
FROM SITE TO CONVERSION
● By owning the landing page, your creative
flexibility at the ad level expands
● The right funnel for an individual consumers
answers the questions “why now”
● Match funnel shape with consumer intent
9
INTERACTIVE
Engaging experiences customized to
an advertiser’s unique value props
and designed to expand the funnel
QUIZ - PRIMING OR CURATION
Interactive experiences that highlight
product features and help a user select
the product(s) they’re most interested in.
10
Clickthrough rate is not the whole story: APM Winning
Examples
ADVERTORIAL
Longform blog style content focused on
user education for high intent products
11
HYPOTHESIS
Differentiated & fun experiences, like spinning a wheel,
increase CTR and educate prospective customers on content
RESULTS
Wheel of STARZ drove 60% higher conversion than control on
evergreen traffic. It was unsuccessful on higher urgency
offers.
INSIGHTS AND TAKEAWAYS
During promotional offers, breadth of content/interactive
funnels distract and add friction
In the absence of promotions, highlighting breadth & quality of
content through interactive material, combats fatigue & works
Control Test
Engaging, Interactive Material
Drives 60% Higher Conversion
RESULTS
Consistency Quiz produced a 35% higher Role Selection than the
Instacart homepage
INSIGHTS AND TAKEAWAYS
● Users from this flow drop off much less frequently between
the online signup and app download; quiz has positive
impact on down-funnel metrics
● “I want to make extra cash” value prop resonates most with
users; “I want to make a positive impact on my community”
resonated the least. All value props scored fairly similarly.
“Consistency Quiz” improves results
12
Test
Control
Adding Educational Info to the
Landing Page Converted 10% better
BACKGROUND
Interviews showed that users did not understand what Found offers and
how it works. In this landing page, we add a module that explains the
medication prescription process more in depth.
HYPOTHESIS
Giving user a step-by-step breakdown of how the medication
prescription process works sheds light on the process and sets clear
expectations for what happens next.
RESULTS
This variant drove a 10% CR lift, and generated great scale
INSIGHTS AND TAKEAWAYS
● Utilize long-form copy and writing in conversion experiments
● Sometimes users want MORE info, not LESS – especially with more
complex products.
13
Educational LP
Control Test
14
So how do you make this happen?
NON-SILOED
MARKETING TEAM
Experiment seeking
APM wins
Don’t shy away from
adding steps
Key Takeaways
1. More traffic doesn’t always mean more sales
2. Consider the user journey from impression to
conversion as one wholistic activity
3. Try landing pages that allow you to hook a user
differently in your ads and compound wins
Q&A
JON OBERLANDER
Executive Vice President,
Paid Social
17
The 2023 CPG
Customer
Journey
VIEW TINUITI’S LATEST RESEARCH
You want all the latest marketing insights, but with your stacked schedule, getting
through a 60-minute podcast or webinar can seem impossible.
Enter Tinuiti’s new 15-Minute Breakdown. In the time you’d spend grabbing a cup of
coffee, you can tune in to industry experts as they break down the hottest topics in
performance marketing.
We’ll cover a different topic each month, so make sure to join us next month for our
next topic: how do your media dollars best reach your audiences on streaming?
Thank you!

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The 15-Minute Breakdown: Is Your Brand Overleveraging CTRs & Underleveraging Driving Post-Click Conversions?

  • 1. Is Your Brand all about CTRs & under-focused on Post-Click Conversion?
  • 2. Today’s Logistics Recording & slides will be in your inbox shortly after the session Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Coordinator
  • 3. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
  • 4. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 5. Our Speaker JON OBERLANDER Executive Vice President, Paid Social
  • 6. POLL On a scale of 1-5, how well would you say you are converting people after clicking on a paid social ad? ● 1 - I’m not focusing any efforts on this ● 2 - I’m doing so poorly ● 3 - There’s room for improvement ● 4 - I’m doing this fairly well ● 5 - I’m excelling at this
  • 7. Customer Activation can be Counterintuitive MORE TRAFFIC DOESN’T ALWAYS MEAN MORE SALES A higher CTR may widen the top of the funnel but can erode traffic quality if not paired with the right next steps. A FUNNEL IS NOT A VACUUM To truly accelerate sales you cannot think about any part of your conversion funnel in isolation. To be great at this, take advantage of the interplay between ad engagement and website conversion. 7
  • 9. Using APM to measure effectiveness WHAT IS APM? A metric of Yield - Conversions per Impression FROM AD TO SITE Getting more customers to your site might sound like the right idea, but these are potential customers. You need to activate them! FROM SITE TO CONVERSION ● By owning the landing page, your creative flexibility at the ad level expands ● The right funnel for an individual consumers answers the questions “why now” ● Match funnel shape with consumer intent 9
  • 10. INTERACTIVE Engaging experiences customized to an advertiser’s unique value props and designed to expand the funnel QUIZ - PRIMING OR CURATION Interactive experiences that highlight product features and help a user select the product(s) they’re most interested in. 10 Clickthrough rate is not the whole story: APM Winning Examples ADVERTORIAL Longform blog style content focused on user education for high intent products
  • 11. 11 HYPOTHESIS Differentiated & fun experiences, like spinning a wheel, increase CTR and educate prospective customers on content RESULTS Wheel of STARZ drove 60% higher conversion than control on evergreen traffic. It was unsuccessful on higher urgency offers. INSIGHTS AND TAKEAWAYS During promotional offers, breadth of content/interactive funnels distract and add friction In the absence of promotions, highlighting breadth & quality of content through interactive material, combats fatigue & works Control Test Engaging, Interactive Material Drives 60% Higher Conversion
  • 12. RESULTS Consistency Quiz produced a 35% higher Role Selection than the Instacart homepage INSIGHTS AND TAKEAWAYS ● Users from this flow drop off much less frequently between the online signup and app download; quiz has positive impact on down-funnel metrics ● “I want to make extra cash” value prop resonates most with users; “I want to make a positive impact on my community” resonated the least. All value props scored fairly similarly. “Consistency Quiz” improves results 12 Test Control
  • 13. Adding Educational Info to the Landing Page Converted 10% better BACKGROUND Interviews showed that users did not understand what Found offers and how it works. In this landing page, we add a module that explains the medication prescription process more in depth. HYPOTHESIS Giving user a step-by-step breakdown of how the medication prescription process works sheds light on the process and sets clear expectations for what happens next. RESULTS This variant drove a 10% CR lift, and generated great scale INSIGHTS AND TAKEAWAYS ● Utilize long-form copy and writing in conversion experiments ● Sometimes users want MORE info, not LESS – especially with more complex products. 13 Educational LP Control Test
  • 14. 14 So how do you make this happen? NON-SILOED MARKETING TEAM Experiment seeking APM wins Don’t shy away from adding steps
  • 15. Key Takeaways 1. More traffic doesn’t always mean more sales 2. Consider the user journey from impression to conversion as one wholistic activity 3. Try landing pages that allow you to hook a user differently in your ads and compound wins
  • 16. Q&A JON OBERLANDER Executive Vice President, Paid Social
  • 17. 17 The 2023 CPG Customer Journey VIEW TINUITI’S LATEST RESEARCH
  • 18. You want all the latest marketing insights, but with your stacked schedule, getting through a 60-minute podcast or webinar can seem impossible. Enter Tinuiti’s new 15-Minute Breakdown. In the time you’d spend grabbing a cup of coffee, you can tune in to industry experts as they break down the hottest topics in performance marketing. We’ll cover a different topic each month, so make sure to join us next month for our next topic: how do your media dollars best reach your audiences on streaming?