The main objective was to introduce Serato to the Djing community and through a discovery phase, grow Serato’s fan base.

CLIENT: Serato  |  PROJECT: Social media marketing

Increased likes, improved click-through and conversion rate also reduce cost per click. See how Serato introduced itself to the DJ’ing community via Facebook.

 

Objectives & Results

The objective was to increase bookings and revenue by improving user experience. Results:

78.6% improvement in revenue

54% improvement in bookings

Background

Serato creates world leading audio software for professional DJs and musicians. Serato is based in New Zealand and has partnerships with many highly regarded hardware, software and record industry companies worldwide.

Serato has a very loyal following and strong brand presence in the international DJ’ing community. It made total sense to engage with DJ’ing fans at places where they ‘hand out online’ and Facebook represents one of a few obvious choices.

Acquire and Connect

The main objective was to introduce Serato to the Djing community and through a discovery phase, grow Serato’s fan base. By engaging with Fans on Facebook, Serato is able to interact more closely, communicate more efficiently and strengthen its relationship with a loyal, ‘like-minded’ community.

Through Facebook Advertising, Serato is able to introduce & extend its reach into the DJ’ing community and connect with fans from all over the world. FIRST was tasked with improving the performance of the existing Facebook Advertising campaign by increasing ‘likes’ while reducing cost per acquisition. A lofty initial target of 100k likes was set which would be a great achievement for NZ based company.

Objectives

Serato has a very loyal following and strong brand presence in the international DJing community. It made total sense to engage with DJing fans at places where they ‘hang out online’, and Facebook was the right platform to use.

The objectives were:

  • To increase Facebook likes
  • To improve Click-through-rates (CTR)
  • To reduce Cost-per-click (CPC)
  • To improve conversion rates (Facebook likes per click)

Approach

To achieve the set outcomes, FIRST continually optimised around 3 key areas. Our aim was to match the right market, with the right message, at the right time.

First, we wanted to ensure that the ads were targeting the right audience (DJ Specific). What is great about Facebook advertising is the ability to define targeting parameters based on users ‘likes & interests’. This is very powerful and if done correctly can yield exceptional results. We continually tweaked our targeting to appeal to a DJ specific audience.

Secondly, we focused on making sure the ads conveyed the right message. Our aim here was to match our message as closely as we can to our market. We continually optimised the ads to first capture the attention of our market and secondly to convey some value or benefit and entice the audience to click through find out more.

Lastly, we wanted to maximise the desired outcome once the visitor arrived on the Facebook page by presenting an appealing offer or reason to act, which in this case was to increase the ‘likes’ received. By experimenting with different creative, message, tone and calls to action (like-gate split testing) we were able to influence a greater amount of likes from the same number of visitors.

Solutions

A redesign and some technical restrictions led to a number of challenges with Dymocks’ user experience and conversion rate. They were keen to drive revenue, but also to create a better user experience and drive traffic into stores.

FIRST took Dymocks through its conversion rate optimisation process. This process has thorough qualitative customer research at its core. The research involved talking to a reflective cross-section of the bookseller’s target market, mapped against existing segmentation data from the Dymocks marketing team. Both existing and potentially high-value customers were interviewed. Through better understanding real customer behaviour, FIRST was able to generate a comprehensive list of areas for improvement in the Dymocks online experience.

The research focused not only on barriers to completing a transaction but also on what motivates people so we know how to increase the propensity to both buy online and visit a store.

This qualitative research was combined with quantitative analytical insights to create a complete view of customers. In one case, the existing Dymocks segmentation and loyalty programs had identified high-value customers. Our research looked at specific needs these customers had and how we could create a better experience for them, as well as how to nurture customers into becoming high-value customers.

Results

With the aim of matching the right message to the right target audience at the right time, FIRST was able to drive the following results for Serato:

Conversion rate increased by 40.48%

Site searches up by 112.11%

Store details lookups by 15.99%

Learnings

The research process, as well as the subsequent testing, has taught us a lot about the Dymocks value proposition and how to express this clearly to customers. FIRST still sees significant upside potential in conversion rate. By continuing to follow the process, we expect a double-digit uplift in all key conversion metrics.