Brand
The premium leather goods ecommerce retailer tested ads that click to WhatsApp with purchase optimization against its usual campaign approach, resulting in 28% more sales and a 21% lower cost per purchase.
28%
More sales for ads that click to WhatsApp with purchase optimization, compared to usual approach of ads that click to WhatsApp with conversation optimization
21%
Lower cost per purchase for ads that click to WhatsApp with purchase optimization, compared to usual approach of ads that click to WhatsApp with conversation optimization
Their Story
Premium leather goods
VIP Leather Craft sources premium materials from local artisans in West Java, Indonesia to create its line of fine leather goods, including bags, wallets and clutches. Since launching as a brand in 2015, VIP Leather Craft has used ads on Meta apps such as Facebook to help promote and grow demand for its products, and even reach customers in remote areas of the country.
Their Goal
Increasing campaign impact
VIP Leather Craft wanted to increase sales from its ads that click to WhatsApp. The team reported that its typical campaign approach successfully generated leads, but the resulting customer conversations often did not result in sales.
“We’re always on the lookout for effective digital marketing strategies. The results of this test were impressive: purchase optimization outperformed conversation optimization by a significant margin. Moreover, the leads generated were of higher quality, making it easier for our sales team to close deals. We’re confident this is the optimal solution for driving direct sales.”
Achmad Putra Andhika
Founder, VIP Leather Craft
Their Solution
WhatsApp ads optimized for purchases
Instead of its usual approach of optimizing ad delivery to people most likely to engage the brand in conversation, VIP Leather Craft tested a new approach: optimizing ad delivery to people who were most likely to buy.
The customer journey was still the same. After viewing a video ad on Facebook or Instagram that promoted one of the company’s products, an audience member could click Chat on WhatsApp to start a conversation with the brand on WhatsApp Business app. A member of the sales team answered customer questions and helped guide the conversation to a sale, taking the customer’s delivery information once the sale was completed.
The difference this time was the audience. By optimizing delivery to Indonesian adults 25 and older who were more likely to buy, this campaign significantly outperformed VIP Leather Craft’s previous campaigns.
Their Success
Higher sales at an efficient cost
VIP Leather Craft measured the results of its December 9–23, 2024 campaign with an A/B test in Meta Ads Manager that showed that purchase optimization outperformed conversation optimization in both sales and cost per purchase:
- 28% more sales for ads that click to WhatsApp with purchase optimization, compared to usual approach of ads that click to WhatsApp with conversation optimization
- 21% lower cost per purchase for ads that click to WhatsApp with purchase optimization, compared to usual approach of ads that click to WhatsApp with conversation optimization
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