DFO’s efforts achieved the sales goal within two weeks of traffic flow, with an increased margin of 50 percent by the two month mark. Additionally, a 40 percent upsell take rate was achieved by the six-week mark.
Driving Sales and Margin for a TV
INCREASED MARGIN BY
DFO was challenged to increase advertiser margin by 50 percent, acquire 1K sales per week for the initial test run, and achieve a 40 percent upsell take rate for a TV antenna brand, a new product in the market.
DFO used a number of techniques to meet the challenge, including:
- A lower-than-average cost to consumer, which provided an attractive conversion rate to 3rd party media buyers and encouraged a higher order quantity
- A video sales page to enhance consumer understanding of the product
- Multiple upsell pages and product variations to determine the most profitable funnel
- A single traffic provider and publisher, allowing focus and compliance of sales pages to one source