Cost Per Purchase
Easy Diya is a startup ecommerce company that offers pure, organic and high quality puja products. Their products are mainly used for religious rituals and meditation. These candles give people an easy way to burn pure ghee wick (completely organic) for meditation or prayer. They now have stores located in Palo Alto, USA and Bangalore, India.
Easy Diya came to us in 2016 because they said they were interested in digital marketing solutions. They wanted more people to learn about what their product is and eventually be enticed to purchase it.
How It All Started
The email said: “I’m interested in learning about your digital marketing solutions”.
Needless to say, we’re always thrilled to help another company grow so we jumped at the opportunity.
Once she agreed to terms and our management fee, our process began.
The first step in our process is for our client to complete a social media questionnaire. The questionnaire is composed of about 20 questions. This helps our team develop a strong understanding about our client.
Although all questions are important, there are two critical ones that help us develop a strategy.
- What are your short-term goals? (3 months)
- What are your long-term goals? (12 months)
- For this client, it was simple. They wanted people to understand their product and buy it.
A few weeks ago, LYFE received this email from the owner of an eCommerce candle company, Nidhi.
We like to think of this simple formula when it comes to using social media for sales.
Social Media Drives Sales When = Product is Great + Target Audience is Reached + Content is Engaging.
Now let’s break this down a bit further. Starting with, how do you know if you have a great product?
Start by asking yourself these questions:
- Does the product solve a problem (better)?
- Does the product offer an extreme benefit?
- Does the product have a big market?
- Can the product be explained easily? (1-2 sentences)
Luckily for us, Nidhi had a really great product.
The product gives people an easy way to burn pure ghee wick (completely organic) for meditation/prayer.
Here’s a video example of the problem they solve:
Now it was up to our team to create engaging content. Then reach the right audience. Our team went the extra mile to develop a completely measurable sales driven campaign.
Take a look at this screenshot below from Nidhi’s campaign.
Here are the results:
- Period: of October 1, 2016 – November 1, 2016 (30 days)
- Reach: 63,884
- Clicks: 2,745
- Cost Per Click: $.19
- Click Through Rate: 2.32%
- # of Purchases/Sales: 152
- Cost Per Purchase/Sale: $3.42
- Purchase Conversion Value: $1,557.50 (This is the revenue generated strictly from our ad campaign)
Through Facebook’s pixel we were able to successful track everything that truly matters. From the cost per sale to the total revenue.
Learn more about Facebook’s pixel and advance tracking here: http://www.facebook.com/business/help/651294705016616
Take a look at the performance of sales over a 3 month period from September to November.
As you see, when we optimized our Facebook ad campaign on October 1st, we saw a huge increase in sales.
It can take multiple A/B split tests of audience and ads before finding the winning combinations. On average it takes our team roughly 3-6 months to find the sweet spot.
Although Easy Diya is a startup company, we believed that what they offer was unique enough for people to be interested in. We knew that it only needed an effective marketing plan to increase awareness and sales. So what we did was to use social media to target the right audience and showcase what Easy Diya products can do. When we reached them, we made sure to include engaging content and CTAs to convert these users. And it was successful. Within only one month of running social media ads, we were able to generate 152 purchases for Easy Diya, which translates to 714% increase in sales!
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