Identity Protection Client

Results of unreal’s optimization efforts improved CPO from $85.89 in Week 1 to $32.03 in the last week of the campaign.

Overall efficiency was achieved through creative, offer and placement testing.

Situation

• The Identity Protection Client engaged LSF to initiate new member acquisition for their new non-cardholder Credit Report / Identity Protection product.
• The Credit Reporting space is extremely competitive and requires a significant effort to break into the market, particularly for a new site and new product offering. effective utilization of the Identity Protection Client brand name was a key component to making the campaign successful.
• Campaign goals from the Identity Protection Client were to drive 28,000 orders at a CPO of $60 or less.
• The first step was to create effective landing pages to help better convert the traffic we would bring to the site. Recommendations were also made to improve the order process, thus helping to reduce drop-off rates by streamlining an otherwise cumbersome sign-up process.
• The next step was to launch an aggressive Paid Search campaign as part of a multiple listing methodology. We integrated CPA (Cost Per Acquisition) initiatives into the mix to help generate efficiency while growing volume, thus creating an overall integrated marketing campaign.

Landing Page Testing

• LSF created campaign landing pages based on our prior experience in the credit reporting space.
• Ongoing testing was conducted to improve messaging, product offering, and call-to-action, all of which helped to improve CPO by 59.4% over the course of the campaign while the volume of monthly orders increased by 72.9%.