XPRESSLANE CASE STUDY

CONVERSION RATE INCREASED FROM 10% – 35%. REDUCED CAC BY OVER 57%

INTRODUCTION

ABOUT

Xpresslane facilitates safe, easy and quick checkout at the click of a button. It further helps track shipment, initiates refunds, reorders, and much more. They ensure that every online shopping transaction is a 100% smooth experience for the user. It has a proven record of 60% faster checkout for new users. The company’s client roster includes a range of e-commerce brands from every industry.

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CHALLENGE

The challenge for us was to reduce the customer acquisition cost (CAC) for them and improve the conversion ratio.

GOAL

Our primary goal was to identify the most effective digital platforms for Xpresslane’s early-stage digital journey, focusing on platforms like Google, Facebook, and LinkedIn. We aimed to determine which platform would enable us to generate qualified leads that could be scaled as the business grew.

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EXECUTION STRATEGY

Since we started working with Xpresslane early on in their digital journey, the first step was to test out different platforms like Google, Facebook, and LinkedIn to find out which platform would help us generate qualified leads that can be scaled later. After running campaigns on each of these platforms, we found out that

The search volumes for keywords relevant to Xpresslane were extremely low on Google
LinkedIn had a high cost of user acquisition which fell out of our budget
Facebook and Instagram generated good quality and quantity of leads

Since Facebook turned out to be the most value for money platform for Xpresslane, we started optimising the creatives and messaging of Facebook ads to better suit different sets of target audience. Consecutively, we started running brand awareness campaigns on Google (to increase the search volume) and Linkedin through optimised landing pages and YouTube videos.

We also did influencer marketing campaigns on Instagram to draw traffic to Xpresslane’s social media handles and enhance brand credibility among the end users. Doing all this cumulatively and constantly testing different permutations and combinations of creatives and messaging helped us reduce the customer acquisition cost for Xpresslane as well as generate qualified leads at scale which helped them get closer to achieving their business goals.

Within 3 months of starting, we increased the traffic to 10x and were able to achieve a sustainable growth of 100% month on month.