User experience focus leads to a 500% lead volume increase

To overcome a client’s challenges of capturing ideal customer profile’s attention and lowering costs, Directive focused on user experience in creative and ad copy to attract the right audience.

Client overview

The client is a global leader in paper and packaging products with the objective to produce innovative and sustainable solutions to their customer base.


The challenge

Our client struggled to encourage their ideal customer profile (ICP) to, not only care about a new report geared toward them, but also want to submit information to obtain the report. Additionally, because these users were not actively looking for a new packaging solution, we needed to take control of spending to ensure leads weren’t becoming too costly. 

The strategy

The Directive team worked with our client to utilize their data-driven report to promote to their ICP. We focused on creating a highly-relevant user experience in both creative and ad copy to capture visitors’ attention. Next, we pushed the report out through LinkedIn. Once we were able to prove that personalization of our audiences worked, we concentrated on the technical side of the platform to lower lead costs. 

Problem-solving content

Our client developed a data-driven report that highlighted the relationship between packaging and consumer satisfaction using 6 years’ worth of data and consumer feedback. By promoting this type of content to their ideal customers, our client showcases the strong correlation of how packaging affects brand image, which then affects consumer behavior. This positions their brand as thought leaders and innovators within their space. 

The report provides value for prospects who can use the data to align further with consumer preferences and better position themselves for growth.

Getting the content in the right hands

This report was promoted on LinkedIn Ads to specific industries and job titles that our client services. The original launch generated leads; however, these leads came with a high cost. Our challenge was reaching this client’s ideal customers to take action and download this report at a cost that aligned with a more reasonable cost-per-lead.

Aligned audience personalization

The Directive team reviewed the existing campaigns and segmented them by company industry. This enabled us to move away from a generic message and to use personalized ad copy and imagery for 15 unique industries. These industries ranged from luxury goods, food & beverage, and even cosmetics.

Segmenting the campaigns by industry also allowed us to budget decisions, based on performance. Analyzing performance by industry, we allocated the majority of the budget to top-performers first, then used the remaining allocated budget to the next best campaign and so on. Lead volume was critical. If a campaign was driving fewer leads at a cheaper cost, we allocated as much as we could there first to maximize budget efficiency. 

In top-performing industries, Directive ran ad tests in an effort to increase click-through-rates (CTRs) to drive more traffic to campaigns we knew had a considerable chance of converting. Once we saw CTRs surpass 1%, we switched from cost-per-click bidding to cost-per-thousand-impressions (CPM) bidding. Because our CTRs were above the platform average, we received more clicks at a lower cost by switching bid strategies.

Strategic form implementation

Next, Directive combined this strategy with the implementation of LinkedIn lead generation forms. Once users click the ad, they are immediately relocated to a form, within the LinkedIn platform, that pre-populates their information pulled from their LinkedIn profile. 

This strategy removes the need for the user to have to fill out a form manually, drastically reducing friction and increasing the likelihood of capturing a lead. The lead gen forms included targeted copy relevant to the specific industry, further improving user experience and overall relevance. 

The hyper-efficient yet personalized campaign provided a pertinent report to key decision-makers within target industries and resulted in the following.

79 decrease in cost-per-lead, from $650 to $139
500 increase in lead volume from 9 to 54
340 conversion rate increase from 1.76% to 7.74%

The results speak for themselves


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