Case study of advertising in the circle of friends in the home improvement industry

This article shares with you a case study of advertising in the home improvement industry (advertiser City Home) in the WeChat Moments. Let’s first look at the delivery data. We achieved an extremely high click-through rate of 6.19% . More than 100 potential customers came to the store for consultation in a single day, and the customer service efficiency was as high as 50% .

Below, the editor will take you to interpret the advertising cases of City Home Decoration in detail and carry out precision marketing!

1. Background

City Home Decoration Company was established in 2002 and focuses on providing all-inclusive decoration services for entire homes. After 17 years of development, it has spread to more than 50 cities across the country and has more than 300 chain stores. With high-quality, complete and first-class products and services, City Home Decoration has established a good reputation and image in the minds of customers.

However, in recent years, due to the impact of the Internet, the customer flow of Urban Renjia's offline stores has decreased significantly. After trying various offline marketing methods, the results were still not ideal. In September this year, the City Family Liaocheng Branch joined hands with WeMall Mengju to try out WeChat Moments advertising, which achieved an extremely high click-through rate of 6.19%. More than 100 potential customers came to the store for consultation in a single day, and the customer acquisition efficiency rate was as high as 50%.

2. Delivery strategy

1. Use A/B testing to attract target customers

In the early stage of the campaign, optimizers used A/B testing to test the outer style of Moments ads, selected regular large pictures and 6-grid carousel styles, and compared the data.

After comparison, optimizers found that using a 6-grid carousel format as the outer layer of the ad has the highest click-through rate. The outer layer of the advertisement adopts a 6-grid carousel style, which can fully display a variety of decorative styles and meet the home decoration needs of different customers, thereby expanding the sales funnel. Therefore, after consultation with the City Home operation team, the outer layer of the advertisement adopted a 6-grid carousel style during the official launch.

Before optimization of the outer layer of the ad

After optimizing the outer layer of the ad

In terms of the outer copy, the optimizer first streamlined the copy, focusing on new house decoration and free quotes . At the same time, regional vocabulary is used, such as "How much does it cost to decorate a new house in Liaocheng?" to enhance customer awareness and guide clicks.

In addition, considering the general psychological needs of home improvement customers who want to get quotes, we specially add the words "get a free quote" to the copy to attract customers who are concerned about prices to click on the ad.

2. Optimize the landing page in three steps to help customers retain information

1) Pre-place the form to speed up customer retention

In this promotion, the main appeal of City Home Decoration is to attract customers to retain their information and increase sales. Therefore, optimizers recommend placing the information retention form in the front, at the top of the landing page. When customers click on an ad and enter the landing page, their attention is focused on the first screen. Placing the information retention form at a key position on the first screen, along with promotional copy, can effectively attract customers to retain information.

2) Optimize content and highlight key information

When creating advertising landing pages, businesses often fall into a misunderstanding, thinking that the more content on the landing page, the better. However, according to the optimizer’s past experience, the advertising landing page for the home improvement industry should not be too long, and should be within 3-4 screens.

Therefore, optimizers recommend compressing the content of the ad landing page and making it more in line with marketing logic. When a customer clicks into the ad landing page, the promotional activities, information retention forms, brand displays and real-life case studies are presented. This avoids excessive content that could cause customer disgust, while highlighting key information and accelerating customer retention.

3) Change the layout and color scheme to enhance browsing comfort

Visual comfort is also a very important part in the production of landing pages. Appropriate combination of images and texts and color matching on the landing pages can extend customers’ browsing time and increase customer retention rate.

When creating advertising landing pages, merchants in the home improvement industry can use low-saturation colors along with pictures of real-life decorations or home building materials. Therefore, the optimizer changed the complex color scheme in the City People’s advertising landing page to a low-saturation color scheme to enhance the customer’s browsing comfort and effectively improve customer retention rate.

Advertising landing page optimization diagram

3. Accurate targeting + intelligent tools to help customers retain information

With the help of WeChat big data, optimizers can timely adjust the targeting tags during the advertising process and adopt a targeting strategy of first "broad" and then "narrow" . In the early stage, we will increase the advertising exposure, and in the later stage, we will accurately reach high-intent customers and improve advertising conversion.

1) Interest and behavior orientation

In the early stage of advertising, in order to increase advertising exposure, optimizers selected more than 30 keywords such as decoration quotation, decoration style, decoration price, etc. to expand the volume, increase advertising exposure, and acquire as many potential customers as possible.

After the advertising exposure has stabilized, optimizers abandon all keywords and use competitive product words such as Tubatu and Oppein Home Furnishing to target high-intent customers. At the same time, use the oCPM smart bidding tool to accurately expose ads to high-intent customers while stabilizing the cost of advertising, thereby improving advertising efficiency.

2) Regional targeting

The home improvement industry has a geographical radius attribute, and the main radiation area is 3-5km around the store. Therefore, many home improvement companies that own stores will place advertisements within a 3-5km radius of the store to attract potential customers around the store.

However, in this advertising campaign of Chengshi Renjia, based on the brand characteristics of Chengshi Renjia that it mainly targets middle- and high-end consumers, the optimizer suggested that the advertising area be limited to several newly delivered high-end residential areas in Liaocheng for targeted delivery. Push advertisements to targeted potential customers who have needs and certain purchasing power, effectively improving the efficiency of advertising.

During this promotion period, both the number of customers and the number of people visiting the store for consultation increased significantly, and the number of customers who successfully placed orders and signed contracts exceeded expectations.

3. Optimizer’s delivery summary

1. The outer layer of advertisements in the home improvement industry should adopt a 6-grid carousel style to display real photos of various decoration styles to meet the demands of different customers. The copy should be concise and focused, using local vocabulary + customer interest points . Concise communication can effectively express key information and improve the advertising reach.

2. The home improvement company's advertising landing page uses a built-in form + multiple pictures , which can not only collect customer leads but also highlight promotions, stimulating customers to leave information and come to the store for consultation; at the same time, the content of the landing page should be 3-4 screens , reasonably highlighting key information, and remember that there is no need to "cover everything".

3. Home improvement companies have strong regional attributes. By leveraging the LBS fixed-point delivery function, they can accurately deliver advertisements to areas where potential customers gather (newly delivered communities, mid- to high-end communities), effectively locking in potential customers and reducing the waste of advertising resources.

4. When choosing targeted labels, you can adopt the strategy of “broad first, narrow later” . Combined with the OCPM smart bidding tool, it helps companies to increase exposure in the early stage, and reach high-intent customers at a low cost through smart bidding in the later stage, saving advertising costs and improving ROI.

The above is the case sharing of this case.

Author: Weimeng Mengju

Source: Weimeng Mengju