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Andertons, the musical instrument retailer, relies on traffic from their social channels. After implementing Advertising for Facebook with Feefo, and split testing against ads without, they reported:
- 151% higher conversion rate on ads
- 190% increase in overall conversion value
- 30% higher return on ad spend (ROAS)
- 11% reduction in cost-per-click (CPC) for ads featuring Feefo reviews.
Introduction
Andertons Music Co. is a family-run musical instrument retailer with more than 50 years’ experience serving the UK and overseas. The company prides itself on a dedication to world-class customer satisfaction.
Andertons has been collecting feedback from its customers, using the Feefo platform. By using Feefo’s insights and customer feedback, Andertons has been able to further improve its customer service offering over the years, driving the all-important experience Andertons’ customers have learned to love and expect.
The challenge
Social media is a channel in the modern commerce-sphere that simply cannot be ignored. While Feefo has predominantly been used by Andertons to aid customer service and increase buyer trust, there was an opportunity to provide a superior shopping experience by combining Feefo and Facebook.
As part of its digital strategy, Andertons has been trialling the effectiveness of paid Facebook adverts, and more notably product retargeting. Due to having an enormous product catalogue and the restrictions on targeting in Facebook’s native advertising platform, costs were beginning to exceed the business KPIs.
If Andertons was going to start effectively using this channel, it needed a solution to ensure its ads were more relevant, engaging and targeted. They needed to increase click-through rate (CTR), reduce spend, and ensure a positive return on ad spend (ROAS).
“The majority of users who come to our website are musicians themselves, and they want to know first-hand what fellow musicians think of the products they are browsing. We were confident that adding reviews to retargeted ads would encourage even more engagement and install further trust and confidence to buy, at a reduced cost-per-acquisition (CPA).”
Jack Cooper
Digital Marketing Manager, Andertons
The solution
Advertising for Facebook takes the ratings collected by Feefo and imports them dynamically into Facebook ads. Andertons was able to seamlessly manage the dynamic ads within its Facebook Ad Portal, using the skills they already had in-house.
Using Dynamic Ads, Andertons could retarget consumers who had previously viewed but not purchased products. With Feefo’s Advertising for Facebook tool enabled, products that customers had been browsing appeared in the ads, along with their Feefo star rating. This increased confidence in the products and encouraged the audience to engage.
Andertons has a catalogue of over 15,000 products, but Advertising for Facebook also allowed the company to narrow its product selection for ads, to only show those products that have received four- or five-star reviews from previous purchasers.
Testing
To find out how effective Advertising for Facebook was to its business, Andertons ran a split test for two weeks on Facebook. After applying Feefo data, the reduced size catalogue was used for testing on both fronts. One set of ads featured products only, the other showed products alongside their star rating. There was no bias in the test, meaning Facebook served the most appropriate ad based on previous interactions and success. To enable a fair result, ad spend was not limited.
“Using Advertising for Facebook to optimise our Facebook dynamic ad campaigns has been a revelation for us. It means we can confidently make use of this channel, which converts healthily at a fraction of the anticipated cost. Making a small but very significant change to our ads has really impacted our conversion rates. Andertons will continue to use Feefo review data within our ads in the future and look forward to working with Feefo to unlock further cross-platform potential.”
Jack Cooper
Digital Marketing Manager, Andertons
The results
After the two-week testing period, the results Andertons witnessed were, as expected, in favour of ads that integrated Feefo product rating.
Click-through rates soared
The initial intention of Anderton’s Facebook ads was to encourage re-engagement by winning the click of the consumer back to the website to purchase a previously viewed product as a reduced CPA. Ads with ratings achieved a 170% higher click-through rate compared to those displaying products without a star rating. This highlights the increase in confidence and trust that genuine reviews offer customers.
Increase in conversion rates and value
Turning a browsing customer into a buying one is imperative for ecommerce success. Andertons’ test showed that conversion rates for dynamic ads displaying star ratings were 151.13% higher than those ads without. The overall conversion value also increased by over 190%.
Improved traffic
Ads with Advertising for Facebook enabled received 59% more impressions than those without. Impressions received by an ad are largely based on its relevancy score, which Facebook calculates to then predict which ad is expected to perform better.
The score updates as people interact with the ad. A higher relevancy score means that the visibility of the ad is increased versus others at a lesser cost. It’s important to note all sales text was identical for this test, except for ratings. Though clicks were higher on ads with ratings, the ROAS was 30% higher than those ads without any ratings, and the improved relevancy score meant the CPA was 11.4% less for ads featuring Feefo reviews.
