Facebook Ads for Wild Nature Shoes

The client was selling wild nature shoes directly from the landing page.There were many other online stores with the same product.We wanted to test how the landing page works and gather data for the conversion funnel building.I have run 3 tests and during that period we got:
The 11 Leads
- total spent: $69.38
- the average cost per lead (CPL): $6.31;

The allowed CPL was $6.16.The first campaign had CPL $5.97, the second one was expensive: $8.95 per lead.After the analysis, we saw that:
Men were buying better than women.
- people were more interested in shoe resistance to extreme conditions (e.cuts, sharp surfaces and waterproofing;
- such shoe peculiarities as the material it is made of interested less.In total, I was testing 3 images, 3 text variants.The third test was experimental and ran 2 video ads and 1 images gallery.During the campaign run, Facebook Pixel was gathering 5 custom audiences for 3 additional remarketing campaigns.I have also written an informational article that had to tell about these shoes in detail and warm its readers up.