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Video case study - how FATFACE boosted impressions, clicks and ROAS through A/B testing

FatFace manages more than 10,000 SKUs across multiple sales channels, including Paid Search, Paid Social, Remarketing and Affiliate Networks.

FATFACE is on a permanent drive to enhance ROAS across its digital channels. In this video case study, they tell us how a system of regular experiments, even unsuccessful ones, has boosted impressions, clicks, sales and ROAS by up to 77%.

Video 1: The three main types of product data experiment.

Optimisation - the three main types of experiment involve changes to product title, product type and product image.

Video 2: Successful experiments: how to drive meaningful performance improvements.

Removing marketing terms from product titles and adding descriptive sizes to product types dramatically improved clicks and impressions

Video 3: When Google's advice decreases clicks by -63%! This surprising result showed that failed experiments can be at least as instructive as successful ones.

Experimentation - When Google's advice is wrong

Video 4: Invisible products: FATFACE went from zero to 10 million impressions on invisible products by making them the focus of a dedicated campaign.

Optimisation - Invisible products went From zero to 10m impressions

Video 5: The bottom line: what is the impact of experiments on ROAS?

Optimisation - The bottom line: visibility is meaningless if it doesn't contribute to revenue and improved ROAS

Key Takeaways:

  • Scientific experiments, such as true A/B tests, always increase performance over time
  • The three main attributes to experiment with are title, type and image
  • Received wisdom can be wrong. Even Google's advice on best practice should be tested against your own products

· Click here for the full FATFACE Success Story

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