Case Study
Diabetes management app Klinio improves its cost efficiency with Twitter’s new solution
Key Results
28%
Lower cost per purchase*
10%
Lower cost per link click*
13%
Lower cost per site visit*
The Opportunity
Diabetes management app Klinio (@klinioapp) wanted to optimize their campaigns for lower funnel objectives and maximize their investment with more efficient cost per purchase. They chose to work with Twitter to diversify their traffic sources and use different approaches to attract new segments of their audience.
The Strategy
In late Q4 2022, Twitter rolled out a revamped version of the solution for conversion optimization. The new Website Conversions Optimization (WCO) solution improves the way advertisers reach customers who are most likely to convert on a lower-funnel website action (e.g. add-to-cart, purchase).
Internal research shows that WCO drives a 25% decrease in median cost-per-conversion compared to campaigns with a website traffic objective.
Klinio decided to test the performance of both the previous and the new solution to get first-hand proof and explore different campaign options.
01
Always be testing
To experiment and achieve comparable results, three A/B campaigns were set with both the new and the previous conversion optimization objective. The same three creatives were used in the test - each targeting a different audience.
02
Focus on the right metrics
When setting up the campaigns, Klinio decided which will be the important metrics that will showcase campaign performance. Stay away from vanity metrics and focus on your conversion objectives.
03
Experiment with targeting
Go after a broader target group to utilize the platform algorithm better. Instead of focusing on more granular targeting based on gender, ad group targeting the general population led to a better performance for Klinio.
The Success
The numbers* clearly showed that the new WCO solution provided better cost optimization, compared to the previous solution for conversion optimization. Klinio saw a 28% lower cost per purchase. A 13% greater efficiency in their cost per site visit. Finally, a 10% reduction in their cost per link click.
Klinio is now using these learnings to plan future campaigns more efficiently.
Footnotes:
* Compared to Twitter’s previous solution for conversion optimization.
Test&Learn is a mindset we share with Twitter. We are performance driven in all we do and are eager to explore improved relevance for people on Twitter with the support of new solutions available on the platform.
