Crab Creative Ltd

Core disciplines: CRM/Customer engagement, Digital, Integrated marketing, Social

Design ⋅ Strategy ⋅ Technical ⋅ UX

The Brief

Hot UK Deals was preparing for one of the busiest times of the year for their business: Black Friday. Crab’s brief was to maximise the occasion: attract new visitors to their website increasing traffic and conversion, and at the same time, the team were keen to learn as much as possible about the user base. Taking advantage of the activity Crab implemented a number of tools which would monitor the volume and variety of users so that additional recommendations could be made.

The Process

Having observed the user base and their behaviour, we noticed a high bounce rate on the website. Some of the contributing factors: the organic growth of the site's content, the UX and the learning curve new users had to undergo in order to fully engage. We created landing pages with several variants testing a cleaner and more intuitive design, with targeted audiences across several onsite sectors - Audiovisual, Gaming, Fashion and Kids.

The campaign was divided into two stages: Pre Black Friday and During Black Friday. On the pre-campaign, we created expectation with a ‘Black Friday is around the corner’ campaign and focused on generating sign-ups to their newsletter, social channels and WhatsApp groups. During Black Friday week, those channels were activated, informing a much wider and targeted audience about the deals.

The Crab design team worked on the creative direction and themes across the various targeted groups and built the ads for each channel. Each element of the creative was A/B tested and the best performing aspects built into the ads improving performance on the fly.

The Solution

A targeted promotional campaign that led to personalised landing pages, with bespoke messaging across the multiple groups. Each group was further tailored to display the best-performing products and offers.

The Results

The KPIs across all channels were achieved, with some KPIs being surpassed by a factor of 10. With over 4 million users visiting the bespoke landing pages in just 4 days and an overall campaign conversion rate of 14.8%

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