Funko Pop Figurine Store - increased sales from the website
Case: Funko Pop Figurine Store — Optimization for Increasing Conversions (Purchases on the Website)
Task: Increase the number of purchases on the Funko Pop figurine store website by optimizing advertising campaigns and improving the conversion path to attract more buyers.
What we implemented:
1. Content and Communication Recommendations:
Stories and Posts on Instagram:
Using dynamic content to advertise new arrivals or limited edition figurines. For example, posting photos or videos of new collections and rare figurines that spark interest among collectors.
Distributing interactive stories with polls: “Which figurine from this series is your favorite?” or “Choice for the collection — which of these figurines should be in your collection?”. This increases engagement and forms an active audience.
Posts and Reels:
Recommendation to publish video reviews of popular figurines, showcasing the quality, detail, and features of each figurine. Such videos help create a sense of product value among buyers and their willingness to purchase.
Launching promotions through posts, for example: “10% discount on the selected series of figurines — today only!”.
2. Optimization of Advertising Campaigns:
Targeted campaigns for purchases:
Transitioning from “Traffic” campaigns to “Conversion” campaigns, targeting ads at buyers specifically interested in making a purchase. This significantly reduced the cost per purchase, as ads were shown only to users who were highly likely to make a purchase.
Replacing standard carousels with personalized ads:
Testing personalized ads using retargeting technology, focusing on users who visited the site but did not complete a purchase. Each visitor received ads for the figurine they viewed on the site, with an additional incentive — “Don’t forget, your favorite figurine is still available!”.
Retargeting:
Implementing retargeting campaigns for those who added items to their cart but did not complete the purchase. Ads reminded buyers of their selection and offered a small discount or free shipping to motivate them to buy.
3. Testing and Optimization of Landing Pages:
A/B testing of product pages:
For the most popular figurines, A/B testing of landing pages was conducted. One variant focused on a large number of photos and detailed descriptions of the figurine, while the other featured a short but bright description with a “Buy Now” button. The best variant was scaled.
Optimizing the “Buy” button and the checkout process:
Optimized the buyer's journey. Made the “Buy” button more prominent and placed it in a more noticeable location on the product page.
Simplified the checkout process by reducing the number of steps for purchase, so potential customers would not abandon their purchase due to a complicated checkout process.
4. Offers and Promotions:
Promotions and discounts:
Launching limited-time promotions, such as “Buy two figurines — get the third at a 20% discount”. This increased the average check and motivated buyers to make larger purchases.
Loyalty program:
Implemented a loyalty program for regular customers, providing discounts on future purchases or bonuses in the form of exclusive figurines. This encouraged customers to return and make repeat purchases.
Results:
Average CTR: 5.6% (improvement of 22% compared to previous campaigns)
Conversion: 4.3% (increase of 15%)
Cost per purchase: $6.03 (decrease of 30%)
Average check: 1200 UAH (increase of 18%)
Thanks to the applied strategies of content personalization, advertising campaign optimization, and retargeting, the Funko Pop figurine store was able to significantly improve conversion metrics, reduce the cost per purchase, and increase the average check, positively impacting business profitability.
Task: Increase the number of purchases on the Funko Pop figurine store website by optimizing advertising campaigns and improving the conversion path to attract more buyers.
What we implemented:
1. Content and Communication Recommendations:
Stories and Posts on Instagram:
Using dynamic content to advertise new arrivals or limited edition figurines. For example, posting photos or videos of new collections and rare figurines that spark interest among collectors.
Distributing interactive stories with polls: “Which figurine from this series is your favorite?” or “Choice for the collection — which of these figurines should be in your collection?”. This increases engagement and forms an active audience.
Posts and Reels:
Recommendation to publish video reviews of popular figurines, showcasing the quality, detail, and features of each figurine. Such videos help create a sense of product value among buyers and their willingness to purchase.
Launching promotions through posts, for example: “10% discount on the selected series of figurines — today only!”.
2. Optimization of Advertising Campaigns:
Targeted campaigns for purchases:
Transitioning from “Traffic” campaigns to “Conversion” campaigns, targeting ads at buyers specifically interested in making a purchase. This significantly reduced the cost per purchase, as ads were shown only to users who were highly likely to make a purchase.
Replacing standard carousels with personalized ads:
Testing personalized ads using retargeting technology, focusing on users who visited the site but did not complete a purchase. Each visitor received ads for the figurine they viewed on the site, with an additional incentive — “Don’t forget, your favorite figurine is still available!”.
Retargeting:
Implementing retargeting campaigns for those who added items to their cart but did not complete the purchase. Ads reminded buyers of their selection and offered a small discount or free shipping to motivate them to buy.
3. Testing and Optimization of Landing Pages:
A/B testing of product pages:
For the most popular figurines, A/B testing of landing pages was conducted. One variant focused on a large number of photos and detailed descriptions of the figurine, while the other featured a short but bright description with a “Buy Now” button. The best variant was scaled.
Optimizing the “Buy” button and the checkout process:
Optimized the buyer's journey. Made the “Buy” button more prominent and placed it in a more noticeable location on the product page.
Simplified the checkout process by reducing the number of steps for purchase, so potential customers would not abandon their purchase due to a complicated checkout process.
4. Offers and Promotions:
Promotions and discounts:
Launching limited-time promotions, such as “Buy two figurines — get the third at a 20% discount”. This increased the average check and motivated buyers to make larger purchases.
Loyalty program:
Implemented a loyalty program for regular customers, providing discounts on future purchases or bonuses in the form of exclusive figurines. This encouraged customers to return and make repeat purchases.
Results:
Average CTR: 5.6% (improvement of 22% compared to previous campaigns)
Conversion: 4.3% (increase of 15%)
Cost per purchase: $6.03 (decrease of 30%)
Average check: 1200 UAH (increase of 18%)
Thanks to the applied strategies of content personalization, advertising campaign optimization, and retargeting, the Funko Pop figurine store was able to significantly improve conversion metrics, reduce the cost per purchase, and increase the average check, positively impacting business profitability.
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