Plant Based News - Purity Woods Landing Page Report

Purity Woods - PBN Landing Page Report

Night Cream & Exfoliator Landing Pages Performance

02 Sep - 03 Oct

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• The PBN landing pages went live 02 September. The Advantage+ campaign was the only TOF campaign live in September and the new landing pages ran in this campaign
• Overall A+ campaign ended on 1.20x ROAS and the Night cream and Exfoliator ads were amongst the low performing ads ending on 0.65 and 0.62 ROAS respectively.
• Majority of spend and conversion were generated by the Youth Fountain promo and Serum assets.

Purity Woods - PBN Landing Page Report

Other Landing Pages Performance - 3 Months

01 Jul - 30 Sep

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• The PBN landing pages went live 02 September. The Advantage+ campaign was the only TOF campaign live in September and the new landing pages ran in this campaign
• Overall A+ campaign ended on 1.20x ROAS and the Night cream and Exfoliator ads were amongst the low performing ads ending on 0.65 and 0.62 ROAS respectively.
• Majority of spend and conversion were generated by the Youth Fountain promo and Serum assets.
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Purity Woods Account - Landing Page Report

Short vs Long Landing Pages Performance - 3 Months

01 Jul - 30 Sep

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• The PBN landing pages went live 02 September. The Advantage+ campaign was the only TOF campaign live in September and the new landing pages ran in this campaign
• Overall A+ campaign ended on 1.20x ROAS and the Night cream and Exfoliator ads were amongst the low performing ads ending on 0.65 and 0.62 ROAS respectively.
• Majority of spend and conversion were generated by the Youth Fountain promo and Serum assets.
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Purity Woods Landing Page Report

Masterclass Landing Pages Performance

02 Sep - 03 Oct

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• For PBN, the V2 landing page had almost half the investment as the original page and generated 33 conversions vs 85 conversions for the original LP.
• The original landing page has a higher ROAS at 1.19 vs 0.88x and V2 achieved a higher CTR at 1.16%

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• In the Purity Woods account - we see a similar trend where the Original LP has more spend compared to the V2 LP but this time the V2 page has a slightly higher ROAS at 1.19x.
• The original page has a higher conversion rate at 4.06% vs 3.84% for V2 page.

PBN

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Purity Woods Landing Page Report

PBN Landing Page vs Std Landing Page Performance

29 May - 21 July 2024

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• The PBN landing page spent slightly less compared to the Standard Landing Page, yet generated more revenue (£5,330.86 vs. £5,145.41). This indicates higher cost efficiency.
• The PBN Landing Page had more purchases (72 vs. 58) and a higher conversion rate (3.80% vs. 3.02%), showing better performance in converting visitors into customers.
• In terms of ROAS for the PBN landing page is higher (1.88x vs. 1.72x), suggesting a better return on the money spent on ads.
• The Standard landing page has a slightly higher CTR (1.42% vs. 1.27%), indicating it was slightly better at getting people to click on the ad. However, this did not translate into a higher conversion rate.

Purity Woods Landing Page Report

PBN Landing Page - Performance by Product

29 May - 21 July 2024

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• Within the reporting period we see that the HL Serum has been the only product to generate conversions through the PBN landing page
• This is due to having older creatives running for Cleanser and Eye Cream, and the Serum had newer assets from July (which is where all of the conversions come from).
• Recommend testing the PBN landing pages with new Cleanser and Eye Cream assets

Purity Woods Landing Page Report

Standard Landing Pages - Performance by Product

29 May - 21 July 2024

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• With regards to the Standard PW landing page, we see a similar trend where the HL Serum ads have generated 86% of conversions
• The same issue we see with the PBN Landing page, where Cleanser and Eye Cream products having low performance, we see with the Standard landing page as well
• These would be the same products that did not have newer creatives

Plant Based News - Purity Woods B12 Landing Page Report

Purity Woods B12 Landing Page Report

Performance by landing pages

01 Apr - 30 Apr 2024

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• The "PBN B12 Landing Page" has a lower amount spent compared to the "Standard B12 LP" yet it generates only a slightly higher revenue.
• This suggests that the PBN B12 Landing Page might be more cost-effective in terms of ROI.
• Despite the lower amount spent on the "PBN B12 Landing Page," it achieves a higher ROAS of 1.92x compared to 1.47x for the "Standard B12 LP." This implies that the PBN B12 LP generates more revenue for every pound spent on advertising.

• The "PBN B12 Landing Page" has a lower CPA (£52.66) compared to the "Standard B12 LP" (£71.97), indicating that it costs less to acquire a customer through the PBN B12 Landing Page
• The Standard LP achieves higher CTR (2.89% vs (1.24%)

• It's clear that users show higher engagement with the New PBN B12 landing page, given its lower CPA, higher ROAS, and conversion rate compared to the Standard B12 landing page. To bolster brand consistency, contemplate aligning other PBN landing pages with the New B12 landing page by incorporating the PBN logo.

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• Contemplate revamping the Purity Woods landing pages to better match the aesthetic appeal of ads and enhance conversion optimisation.

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Purity Woods B12 Landing Page Report

Recommendations

01 Apr - 30 Apr 2024

Plant Based News - Purity Woods B12 Landing Page Report

01 Feb - 31 Mar 2024

• Despite the lower amount spent, the New PBN B12 landing page achieved a comparable ROAS to the Standard B12 landing page, indicating potentially better efficiency in converting ad spend into revenue.

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• The New PBN B12 landing page has a lower CPA compared to the Standard B12 landing page, meaning that it costs less to acquire each customer for the New PBN B12 page.

Purity Woods B12 Landing Page Report

Performance by landing pages

01 Feb - 31 Mar 2024

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The New PBN B12 landing page generated more clicks compared to the Standard B12 landing page, indicating better engagement or effectiveness in driving clicks despite the lower investment.

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Clicks to purchase conversion rate for the New PBN B12lp is 0.50% vs 0.43% for the standard B12 lp

• Since the New PBN B12 landing page generated more clicks and has a slightly higher clicks to purchase conversion rate compared to the Standard B12 landing page, it's evident that users are more engaged with this page. In order to enhance brand consistency, consider tailoring other PBN landing pages to match the New B12 landing page by adding the PBN logo.

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• To maximise ad performance and relevance, ensure that the content and creatives of your PBN ads are closely aligned with the corresponding landing pages. By directing traffic from PBN ads to dedicated PBN landing pages, you can enhance user experience, improve ad relevance scores, and ultimately drive higher conversions. This alignment between ads and landing pages strengthens overall brand messaging and credibility.

Purity Woods B12 Landing Page Report

Recommendations

01 Feb - 31 Mar 2024

Purity Woods Account - Landing Page Report

01 March - 10 June 2024

• The highest amount spent was on Dream cream landing page ($39,557.31) and Night cream landing page ($30,143.82), while the lowest was on Eye cream ($221.86) and B-complete ($249.60).
• Dream cream LP and Night cream LP have the highest number of impressions and purchases, indicating these are the most heavily marketed products.
• Night cream has the highest ROAS at 1.02 while all other landing pages have ROAS below 1x indicating less effective ad spend for these landing pages.
• Night cream appears to be the best-performing product overall in terms of ROAS, CPA, and conversion rate, making it the most efficient in terms of ad spend and customer acquisition.
• Eye cream and B-complete have low ROAS and high CPAs, indicating these products may need better targeting or more effective marketing strategies to improve their performance.

Purity Woods Landing Page Report

Performance by [long] landing pages

01 March - 10 June 2024

• Top Performer product pages: Rejuvenation Package (1.96), Illuminate Bundle (1.39), and Replenishment Bundle (1.22) show the best performance in terms of ROAS and conversion rates.
• The Illuminate package product page also has the highest conversion rate at 8.27%
• Areas for Improvement: Eye Cream (0.67) and HL Serum (0.74) have low ROAS, suggesting a need for optimising ad spend or campaign strategies.
• Balanced Products: Dream Cream and Exfoliator offer a balance between good conversion rates (3.16% vs 4.35%) and satisfactory ROAS (0.95 vs 1.01).

Purity Woods Landing Page Report

Performance by product pages

01 March - 10 June 2024

• The Cold Campaigns have 4 long landing pages live versus 16 live product pages
• Long landing pages had a combined spend of $69.7k and 0.96x ROAS vs $119.3k for product pages with 1.04x ROAS
• Overall, the product pages have outperformed the long landing pages in the Cold campaign

Purity Woods Landing Page Report

Cold campaign

01 March - 10 June 2024

• For the warm campaign, landing pages spent $2.4k, with 36 conversions.
• Versus $6.6k spent for product pages with 65 conversions
• But the product pages have higher CPA at $102.48 vs $69.39
• Overall, the landing pages have outperformed product pages by ROAS - 2.22 vs 1.23 respectively

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Purity Woods Landing Page Report

Warm campaign

01 March - 10 June 2024

• Cold campaigns have spent more on product pages than long landing pages but ROAS is not too far off - 0.96x vs 1.04x (0.08 difference). Consider testing having more Landing pages in upper funnel campaigns as these are generally more engaging for cold audiences.

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• Product pages are for more high intent audiences like in Warm campaigns, and should test more of these BOF.

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• Although in the Warm campaigns, the product pages have generated the most conversions, the landing pages have the better ROAS (also lower spend overall). Push more spend to longer landing pages in lower funnel ads to compare like for like in terms of spend vs other key metrics like ROAS and CPA.

Purity Woods Landing Page Report

Recommendations

01 March - 10 June 2024