‘I thought directing adverts to a news site wouldn’t work – but it does’
When the Marketing Director at Secret Escapes heard an agency he had hired was planning to direct traffic from adverts to a news site, before sending them on to the Secret Escapes homepage, he was sure it wouldn’t work well. “You’re welcome to prove me wrong,” he said.
The agency taking the unusual marketing approach was N365 Group, a native advertising agency with its head office in Stockholm, Sweden. They were preparing to launch a new campaign for the exclusive travel club, and had explained their approach to the marketing director.
They were planning to set up an editorial page for Secret Escapes, which they would drive traffic to from various media channels. After this, readers could click through to the Secret Escapes homepage and sign-up to the site.
“I can imagine that the ads will get a high CTR, but I would be surprised if the whole journey from ad via the editorial page on to Secret Escapes home page will provide more sign-ups per ad impression than traffic directly to the Secret Escapes site,” Secret Escapes’ Marketing Director said.
But N365 Group weren’t put off by the Marketing Director’s comments, however, but keen to show how their approach could produce great results – with conversions being the main focus.
So, they decided to set up a classic A/B test, with half of the adverts linking to the editorial site, and half straight to the Secret Escapes homepage.
Bjorn Forsgren, N365 Group’s UK manager, explained: “Our approach has been built up over years of experience and knowledge of the market. The editorial sites are set up by our team of talented former journalists, and they write engaging articles which really help to drive conversions.
“We’re confident in our strategy and have seen it work for a wide range of clients, so we had faith it would work for Secret Escapes too.”
The results? Well, they speak for themselves.
In total, there were 567% more sign-ups from adverts linking to the editorial site, there was a 450% higher click-through rate, and a 25% higher conversion rate from clicks.
“It is great to see the result. I think I have officially been proven wrong,” said the marketing director when the results were revealed.
N365 group has expanded from Sweden to several different countries, including the UK, bringing their innovative approach to advertising with them.
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