Anytime Mailbox's Digital Transformation: 150% Boost in Conversions
Anytime Mailbox turns traditional mail into digital posts, accessible anywhere. In January 2021, they partnered with Hop Online to boost user acquisition. We audited Google Ads, Facebook, Analytics, and CRO, focusing on paid management and CRO experiments. Despite competitive challenges, ATMB achieved significant results, increasing conversions and maintaining stable CAC through top-of-funnel campaigns, CRO tests, platform expansion, and value-based bidding.
PPC
Paid Social
+45% Conversion Rate
+40% Search Impression Rate
-48% Churn Rate
Main Goals & Challenges
Goals and Challenges:
Increasing Competition: The market has become crowded with new entrants, and established competitors are enhancing their strategies.
Rising Platform Costs: Google Ads costs have been escalating.
Low Brand Awareness: Many potential customers are unaware of virtual mailboxes and their benefits.
Initially, we adopted a holistic approach with diverse platform testing. Our primary goal was to maintain a stable Customer Acquisition Cost (CAC) and steady growth through paid ads on Facebook and Google.
From July 2023 onwards, the focus shifted towards accelerated growth, aiming to exceed CAC with higher conversion volumes using the most efficient channels.
Key Steps to Success
Step 1: Account Restructure for Google Ads
One of the first steps our team took was to restructure the Google Ads account to improve performance. The restructuring was done in two phases to mitigate risks during the learning period:
Phase 1:
Paused duplicate keywords, improved ad copies, and introduced more responsive search ads (RSAs).
Organized search campaigns by topic for better segmentation.
Results: 56% increase in conversions, with a 14% increase in CAC due to tests and experiments.
Phase 2:
Implemented Google’s best practices, including broad match keywords.
Results: 19% increase in conversions and a $1 decrease in CAC.
Top of the Funnel Campaigns
In September 2021, we introduced top-of-funnel search campaigns, including YouTube Ads and Google’s Performance Max (PMax).
Warmed up the audience and attracted a larger pool of prospects interested in topics associated with Anytime Mailbox.
Milestone: PMax brought significant results in both direct and halo conversions. In the past six months, PMax has brought around 6K conversions while maintaining a very low CPC.
Step 2: Expanding Networks
After optimizing Google Ads, we introduced Facebook into our advertising mix. The iOS 14 update posed challenges, but we adapted by using lookalike audiences based on ATMB’s customer lists and implementing Conversion API (CAPI).
Results:
Controlled CAC despite the iOS 14 impact.
Gradually expanded to other platforms like Bing, LinkedIn, Pinterest, YouTube Shorts, and TikTok.
We gained valuable insights into user behavior and how they progressed through the sales funnel. This strategic expansion ensured steady growth and robust foundations, effectively managing fluctuations in CAC and ad spend.
Step 3: Optimizing for Value
With Value-Based Bidding (VBB) in Google Ads, we increased ROAS and conversion value while maintaining spend levels.
Results:
25% increase in conversion value.
70% of tROAS experiments outperformed their targets within six weeks.
ROAS increased from 250% to 280% in three months, with a 23% rise in ad spend and a 36% increase in conversion value.
Step 4: From Efficient Growth to Driving Growth
In 2023, we shifted our goal from efficient growth to driving growth by increasing PPC spend to boost conversions and exploring new campaign ideas.
Strategies:
Increased ad spend on Google Ads, focusing on non-branded campaigns for better visibility.
Expanded Performance Max (PMax) campaigns on platforms like YouTube to drive growth and conversions.
Added Bing Ads for branded and generic campaigns, managing platform volatility effectively.
For paid social, we tested TikTok and Pinterest ads and implemented customized creative and audience testing on Facebook.
Biggest Wins
Over nearly two years, Anytime Mailbox has seen impressive results:
Conversions: 56% increase with minimal CAC increase.
Facebook Ads: 180% increase in conversions, 24% decrease in CAC.
CRO: 160% increase in conversions on average for tested landing pages.
Our strategic and data-driven approach has successfully contributed to Anytime Mailbox’s growth and efficiency in user acquisition.
By leveraging Hop Online’s expertise in paid media and CRO, Anytime Mailbox has transformed its digital marketing strategy, resulting in substantial growth and increased efficiency.
