Media Cause client CreakyJoints is the “hippest” online community for people with all forms of arthritis and autoimmune disease.
In order to provide their audience with support and resources, CreakyJoints focuses on growing its online community of members. Our goal at Media Cause is to help CreakyJoints grow their membership as cost-effectively as possible. One tactic, in addition to community building, email marketing, and Google Ad Grants, is using Facebook ads to drive fans to optimized landing pages.
Originally, there was only one way to become a member on CreakyJoints’ website: a pop-up that was housed on its own landing page, as well as a link at the top of every CreakyJoints.org page.
Our Facebook ads drove CreakyJoints’ Facebook fans to this landing page with a 8.29% conversion rate. That means out of every 1,000 visits to the website referred by Facebook ads, 82 visitors registered to become a member.
According to the Salesforce ExactTarget Marketing Cloud Social Advertising Benchmark Report, the global benchmark is 8.08%! Our ads for CreakyJoints were performing better than global standards, but we felt that we can do even better.
Media Cause researched landing page best-practices and user onboarding techniques to customize a set of recommendations for CreakyJoints’ membership registration landing page. In this optimized version, we recommended three key optimizations:
We then duplicated our Facebook ads and switched the destination URL to our new optimized landing page. The results were unprecedented at CreakyJoints.
Our Facebook ads now had a conversion rate of 21.27%! Out of 1,000 visits to the website, 210 visitors registered to become a CreakyJoints member — significantly higher than the original landing page and global benchmarks.
The most exciting news is that we haven’t A/B tested new versions of Facebook ads yet, so there is great potential to increase the conversion rate from 21.27%. A higher conversion rate ultimately means more conversions at a lower cost.