From ad-hoc to data-driven testing. For a Dutch stairlift manufacturer.
Skills
The challenge
At the beginning of 2024, results started to decline. The same creatives had been running for months and CTR dropped from 0.74% to 0.23%. But the real issue wasn’t just performance — it was the lack of insight. Organic and paid social worked side by side, without a clear understanding of what truly resonated with the audience.
This made it difficult to make data-driven decisions and improve campaign performance structurally.
- The same creatives ran for months, causing CTR to drop from 0.74% to 0.23%.
- No clear insights into what messaging worked best.
- Organic and paid social were not aligned.
- Limited learning loop between campaigns and CRO.
Our approach
We moved away from guesswork and introduced a structured test-and-learn framework, focused on continuous improvement:
1. Systematic A/B testing
We tested multiple variations weekly, focusing on key variables like messaging, visuals, and formats. This allowed us to quickly identify what worked and scale winners.
→ No gut feeling, but data-driven decisions
→ Continuous validation and iteration
2. Smart funnel setup
We built a full-funnel strategy, from awareness to conversion, ensuring each stage had the right message and format.
→ Stronger connection between campaigns
→ Higher relevance per audience
3. Continuous optimization
Based on insights from testing, we continuously optimized campaigns and creatives. This led to better performance at lower costs.
→ Higher CTRs with lower spend
→ More efficient media investment
Results
-
CTR
Significant increase in engagement -
Efficiency
Lower cost per result -
CPL
Reduced cost per lead -
Validation:
Twice as many validated learnings
What's next
We continue to scale this testing approach, expanding into new formats, USPs, and audiences. By continuously validating and iterating, we keep improving performance and unlocking new growth opportunities.
