Fashion/Lifestyle  |  Conversions

How a Home Decor E-Tailer Reduced Its CPA by 50%

One Kings Lane is a leading online home decor retailer, offering top-brand, designer, and vintage items consumers won’t find anywhere else. In 2015, One Kings Lane enhanced its content marketing efforts by promoting their Style Guide, an online magazine providing style inspiration from home decor experts in a rich digital storytelling format.

Overview

As a business, One Kings Lane seeks to optimize the performance of every dollar they spend on advertising. They must spend their advertising dollars effectively by ensuring they target the right audience —those most likely to purchase their home decor offerings.

“ Outbrain continues to exceed our expectations. We saw significant improvements across all KPIs. “

- Julie Zischke, Associate Manager, Online Marketing

Solution

To increase its ad spend efficiency, One Kings Lane uses Outbrain’s Custom Audiences to specifically target users who already expressed interest in the brand by visitingonekingslane.com. These users then receive content recommendations from One Kings Lane across sites like Vogue, New York Post, and Apartment Therapy.

One Kings Lane continually refreshes their promoted content selections to ensure this target group receives exposure to the full array of home decor offerings it has on hand. These articles typically provide advice on how to replicate the home decor of best-in-class designers like Kelly Wearstler.

Results

Using Outbrain’s Custom Audiences feature, One Kings Lane drove significant performance improvements through their content. Compared to previous campaigns not using Custom Audiences, this campaign reduced cost per acquisition by 50%, achieved a 4x increase in the conversion rate, and increased the click-through rate by 1.5x.

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