Klarna – an exponential story about generating leads
500%
Our total restructure of search advertising bosted monthly lead generation by 500%
-80%
Acting on new market data, and improving optimization flow, reduced cost per lead by 80%
86%
Continuous A/B-testing of key media instruments enabled us to increase CTR by 86%
Success factors
1. Lead profitability boosted
During the first 10 months, we increased the average number of leads generated each month by 500% At the same time, we reduced the cost per lead by 80% – significantly boosting profitability.
2. A/B testing
Landing pages, banners, search terms and new Google features were continually A/B-tested. As a result, CTR increased by 86% which, together with new banner copy and landing pages, improved results and cut CPC by 33%.
3. A total restructure
By switching all markets to a granular account structure, we were able to analyse search behaviour market by market. This allowed us to gather data, take relevant action, and focus on optimization flow.