How to reduce the price per conversion on TikTok by 4 times: the case of a summer shoe brand

TikTok has become one of the most effective platforms for selling fashion brands' products. Short videos allow for quick audience engagement, which helps the social network's algorithms encourage users to buy.

However, seasonal campaigns, such as selling summer shoes, pose additional challenges: high demand in a short period of time and the need to optimize the budget. That's why brands turn to professionals who can help with this issue. Using special tools and thorough audience analysis, experts achieve a significant reduction in the cost of conversions - almost 4 times.

<span><span><span><b><span><span>The main goals of TikTok advertising for a fashion brand</span></span></b> </span></span></span>

TikTok advertising has realized key objectives that helped the summer footwear brand to scale effectively and quickly. The goals that determine the priorities of the advertising campaign include:

1. Selling as many summer shoes as possible in a short period of time.
2. Adaptation of the website into Ukrainian and creation of unique content for users.
3. Studying the behavior of the target audience and attracting them to the main page of the online store.
4. Generating targeted traffic through relevant video ads that lead customers directly to product cards.

For detailed recommendations on how to launch campaigns and the principles by which TikTok advertising works, see https://lanet.click/target-ads-in-social-networks/reklama-v-tiktok/

<span><span><span><b><span><span>How a digital agency reduces the cost per conversion: Lanet CLICK's approach</span></span></b> </span></span></span>

The success of the campaign is achieved through integrated work with audiences, creatives, and analytics. The agency's team tested segments using TikTok targeting, created videos based on seasonality and user behavior. Each video conveyed the value of the product, kept attention, and motivated users to visit the website.

Regular testing of the first and second groups of ads allowed us not only to weed out less effective solutions, but also to determine which formats and messages maximize customer engagement. Such a systematic approach brought a steady decrease in the cost of conversions and allowed the campaigns to scale, ensuring sales growth without increasing the budget.

The work of the agency team included the following stages:

• audience analysis and identification of promising segments;
• creating creatives with seasonal and visual accents;
• testing of visual and sound solutions;
• budget optimization based on the results of the analysis;
• scaling the most effective ad groups.

<span><span><span><b><span><span>Results of the advertising campaign</span></span></b> </span></span></span>

The advertising campaign delivered the following results:

• the first launch yielded 20 conversions at $5;
• after optimization, the price dropped to $1.68 per conversion;
• scaling allowed to get 120 conversions at $1.29;
• in total, the campaign brought 269 conversions, which means a price reduction of almost 4 times.

These results demonstrate the effectiveness of a systematic approach that combines analytics, testing, and creativity. TikTok's targeted advertising allows businesses to get consistent results, scale sales, and avoid unnecessary budget expenditures, making advertising more cost-effective and controlled.

<span><span><span><b><span><span>Conclusions: How TikTok helps ecommerce brands scale sales</span></span></b> </span></span></span>

TikTok significantly influences customer behavior with personalized recommendations and dynamic video content. Thanks to flexible analytics and targeting tools, brands can accurately identify audience segments and adapt creatives for each user group, which increases the effectiveness of campaigns. TikTok advertising in Ukraine allows you to quickly scale sales if the campaign is based on analysis, testing, and creative solutions.

The Lanet CLICK team helps brands get the most out of TikTok Ads, optimize budgets, and scale sales in a competitive environment.

Олена Болган