Deliverables
- Paid acquisition strategy
- Channel and ad product testing
- Creative, messaging and landing page testing
- Funnel optimization
Results
- 90% reduction in cost per acquisition
- Operationalized testing program
- Optimized funnel
- Portfolio of sustainable, profitable ad programs
Making paid acquisition sustainable
Poynt was experimenting with paid acquisition as a way to attract new small to medium sized merchants to their connected commerce platform. However, costs were unsustainably high. It was clear to them that their lean, product marketing-oriented team did not have the expertise required to optimize paid advertising in a hyper competitive vertical.
Specialized expertise and a disciplined approach
EM set Poynt up with a digital marketer with many years of experience doing paid acquisition for some of the world’s top ecommerce companies. He put together a strategy for testing different platforms and ad products. He also instituted a structured program of copy testing, landing page testing and funnel optimization.
A 90% reduction in cost per acquisition
Within six months, our marketer was able to find a winning combination of platforms, products and messages that reduced Poynt’s cost per acquisition by 90%. This made paid advertising a profitable source of new business for the company. Poynt was later acquired by GoDaddy.
