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How the Redesign of a Client’s Image Stack Helped Scale Their PPC Campaign
31%
Increased CTR
88%
Increase in Sessions
96%
Growth of Unit Sales
Project Overview
The client needed an image stack redesign to boost consumer engagement and drive better results. Our goal was to align the design with consumer values, improve trust, and showcase the cookies’ benefits, emphasizing the crucial role of a well-crafted image stack in influencing purchase decisions.
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Our Design Process:
- Emphasized Product Appeal: Used visually striking imagery, like cookies exploding out of the packet, to immediately convey taste and indulgence.
- Incorporated Clear Value Messaging: Incorporated key phrases like "Guilt-free low sugar cookie with a creamy filling" and "10 pack" to highlight it’s health value without compromising taste as well as it being great value.
- Targeted Health-Conscious Consumers: Showcased the product's nutritional benefits with clear ingredient and nutritional details, appealing to those on specific diets like keto or low-sugar.
- Comparative Analysis: Created a side-by-side nutritional comparison chart to visually demonstrate the superior profile of the client’s cookies against competitors.
- Added Social Proof: Included real customer reviews to build trust and authenticity, resonating with health-conscious buyers and those on a weight loss journey.
- Focused on Health and Wellness Positioning: Positioned the cookies as part of a balanced diet with the tagline “A healthy lunch made delicious,” connecting the product with overall well-being.
- User-Generated Content (UGC): Integrated UGC to enhance relatability and authenticity, showing the product’s appeal to diverse consumers, including those with dietary restrictions like Type 1 Diabetes.
Results:
- CTR increased by 31% which allowed us to scale sessions by 88% while still keeping conversion rate stable (with a 1% increase)
- This led to an overall unit sales growth of 96% over the same time period