Unleashing Pet Health: How Dinovite Slashed Facebook CPAs by 62%
Subpar utilization of user-generated content
An outdated e-commerce platform (Bigcommerce)
High customer acquisition costs
Limited digital presence on emerging platforms such as Meta
Inconsistent creative testing
Dinovite specializes in high-quality, nutritional supplements that enhance the health and happiness of pets. Founded by Ed Lukacevic, a professional breeder and trainer, Dinovite has committed over two decades to developing products that address common pet health issues like poor skin, coat conditions, and digestive health.
In our partnership with them, we enhanced Dinovite's online presence through targeted Facebook advertising campaigns and strategic media buying to drive engagement and customer acquisition.
The Main Challenge: Broaden market reach while transitioning to a new e-commerce platform.
Dinovite faced pressing challenges in scaling their digital presence effectively without inflating costs. The goal was to push more user-generated content (UGC) performance and seamlessly migrate from Bigcommerce to Shopify without disrupting ongoing operations. These objectives were crucial as the previous platform they used had limitations that hindered their tracking and optimization of marketing campaigns.
So we identified key areas of focus:
The necessity for Dinovite was clear: they required not only a stable transition but also an optimization strategy that resonated with new and existing customers. This involved refining ad spend efficiency, particularly through Facebook, where CPAs needed significant reduction, and ensuring all marketing efforts were scalable and sustainable on the new Shopify platform.
It was clear that Dinovite needed a significant shift in their strategy to tackle the challenges of an outdated e-commerce platform and suboptimal user-generated content performance. So we focused on transitioning from Bigcommerce to Shopify, which promised more robust functionality and better integration with marketing tools, improving our ability to track and analyze data effectively. We then optimized both performance and tracking capabilities across all marketing channels for Dinovite.
Just 7 days after a first purchase, customers now receive a special promotional offer. This change was designed to maintain momentum and interest, potentially engaging customers even before their initial order had arrived.
Migrating to Shopify enabled us to overhaul the web interface, making it more intuitive and user-friendly. We streamlined the shopping experience to reduce friction points, leading to better conversion rates and customer satisfaction.
Utilizing sophisticated data analytics, we fine-tuned our advertising strategies to focus on high-ROI activities. The introduction of UTM tracking helped us measure the effectiveness of specific campaigns and adjust our tactics in real-time to ensure optimal performance.
Our team implemented a rigorous testing regimen for all marketing elements, from ad copy to landing pages. This iterative process allowed us to discover the most effective approaches swiftly and scale them to maximize reach and impact.
We migrated Dinovite from Bigcommerce to Shopify to use more robust e-commerce functionalities and integrate seamlessly with advanced marketing tools. This improved tracking capabilities, including the implementation of UTM codes, which allowed us to fine-tune our ad targeting strategies and better attribute sales to specific marketing efforts.
Recognizing the power of user-generated content, we improved our creative approach to include a broader, more effective use of UGC. This aimed to lower CPAs by boosting engagement through relatable and compelling content. We increased our creative testing volume by 207%, which allowed us to explore a variety of content types and optimize based on performance data.
Our new campaign structures were designed to optimize spending and maximize reach. By implementing precise targeting and segmentation techniques, we significantly reduced the cost per acquisition by 39% while enhancing the effectiveness of our advertising efforts across Facebook and other platforms.
The changes we made led to a substantial improvement in all key performance metrics. There was a 62% reduction in Facebook CPAs for UGC content and we witnessed a significant boost in overall engagement and customer acquisition rates.
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