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While clicks offer an indication that customers are interested in your product or service, conversions are generally a better metric to measure the success of a campaign.
It’s no secret that conversions are more challenging to earn than clicks, especially since competition has never been fiercer among ecommerce businesses to win the attention of 'nearly 60 million e-commerce users' in the UK alone.
Regardless of whether your advertising efforts are generating lots of clicks, clicks don’t automatically lead to conversions.
So, how do you ensure customers take the desired action in response to your call to action?
Excellent ad creative is the key to initially attracting and converting customers.
In this guide, we’ll cover the power of good ad creative and how to turn clicks into conversions by bettering your ad creative.
Let’s get started.
Clicks To Conversions: Bettering Your Ad Creative
There are numerous ways to turn clicks into conversions by bettering your ad creative.
These methods include, but are not limited to:
Prioritise scroll-stopping ad creative
Test and track progress
Use clear call-to-actions
Align your strategy with new product development
1. Prioritise Scroll-Stopping Ad Creative
The first essential to turning clicks into conversions is to prioritise scroll-stopping ad creative.
Considering there is research to suggest that ‘the global attention span is narrowing’, brands are under an increasing amount of pressure to grab people’s attention instantly to stop them from scrolling.
An excellent case study to emphasise the power of scroll-stopping ad creative is our work with Wild Deodorant, the UK’s fastest-growing natural deodorant brand.
Aura Ads - Wild Case Study
We at Aura Ads have had the honour of working with Wild over the past three years to drive high-quality user acquisition and enhance conversion rates.
One way in which we achieved this was to craft a strategy that focused on the ‘thumbstop rate’. To do this, we leveraged the unexpected by creating video ads that contained shocking and surprising visuals to instantly grab the viewers’ attention within the first few seconds of watching.
When paired with a bright studio setting, this method encouraged users to stop doom scrolling and engage with Wild’s ad, highlighting the potential this strategy has.
To learn more about our ad creative for Wild or to find out more about our work, visit our website today.
2. Test & Track Progress
The next tip for turning clicks into conversions is to test and track progress on a regular basis.
It’s crucial to track the performance of your ad creative to determine what’s working and what needs to be improved to better future ad campaigns.
By testing and tracking your ad creative, you will gain a better understanding of what resonates with your target audience to create ads that deliver maximum results.
At Aura Ads, we believe that our service shouldn’t stop upon campaign delivery. We track the performance of our ad creative with crucial metrics such as thumbstop rate and outbound clickthrough rate to measure the effectiveness of our video ads.
Using a fusion between creativity and analysis, then, we can ensure you get the most out of your ad creative through precise refinements.
Failure to attach a clear CTA can result in users struggling to find the route to buy a product or sign up for a service, resulting in missed opportunities for conversions.
4. Align Your Strategy With New Product Development
Lastly, to turn clicks into conversions, you will need to align your strategy with new product development.
Doing this helps to build excitement around an ad campaign, attract old and new audiences, and maintain interest over a sustained period of time.
When we at Aura Ads created Wild Deodorant's ad campaign, we ensured that we aligned our asset delivery cycle with Wild’s monthly release of exciting fresh scents, products, and cases.
By pairing the ad creative with the new product launch cycle, we were able to ensure that their ad creative capitalised on the excitement associated with the brand releasing new products.
Comparative analysis revealed that Aura Ad’s ad creative for Wild achieved a 20% lower Cost Per Acquisition (CPA) compared to the creative Wild produced internally. On top of this, there was a 10% uplift in the conversion rate, highlighting how the campaign resonated with audiences and encouraged them to convert.
This campaign clearly demonstrates the power of a single winning creative.
If you’re interested in creating scroll-stopping ad creative, Aura Ads can help. Our team recognises the power of a creative-led growth strategy and is on hand to give a new lease of life to your digital channels.
Visit our website today to schedule a call with a member of our team today for a friendly chat about how we can help your business.
We are Aura Ads, a unique performance creative agency designed for D2C eCommerce brands. We help clients sell more online and grow at scale with our bespoke video and static creative delivered on a monthly basis.