Social Lab is a global social media agency that helps clients move from traditional online advertising models to models that unlock the power of mobile and social consumer behavior. Acquired by Ogilvy / WPP in 2013, Social Lab creates innovative, consumer-centric campaign models that combine custom content with paid media and social strategies. Pure Oxygen Labs and Social Lab work together to help brands improve the mobile consumer journey in ways that increase conversion across campaigns, product portfolios and geographic markets.
This case study explores how a global manufacturer of personal healthcare products selling direct to consumers dramatically increased conversion on Amazon by using the URLgenius deep linking platform.
The campaign was designed to reach consumers in India and moved prospects through the sales funnel to purchase through the Amazon marketplace.
The team at Social Lab realized the Amazon product link behind the Facebook ad could not detect or open the Amazon shopping app for Android or iOS. As a result, when shoppers clicked the “Buy Now” button they were brought to the Amazon mobile website.
Although shoppers could view and learn about the product, they were required to login to make the purchase. At this point, most shoppers were abandoning their purchase. Most Amazon shoppers in India, however, have installed the Amazon mobile app on their smartphone or tablet where login was typically persistent.
The Social Lab team had a theory. If they could update the Amazon product links in the campaign to detect and open the Amazon shopping app, conversion for the campaign would skyrocket.
Upon further research into deep linking to mobile apps vs. websites, the Social Lab team discovered that mobile app deep linking was the solution. URLgenius met all of the team’s requirements:
The Social Lab team implemented A/B testing with two ads using typical web URLs and two ads using URLgenius deep links. The URLgenius links immediately and dramatically increased campaign conversion.
“The URLgenius platform far exceeded our expectations. URLgenius deep links immediately delivered between 250% and 450% increased conversion.”
– Campaign Manager, Social Lab
“URLgenius is now a key part of our campaign strategy. Our campaign managers now have an easy-to-use tool that lets them create deep links for Amazon while allowing us to leverage our existing analytics. Now we’re planning to implement URLgenius links in campaigns for Europe and the United States.”
– Director of Strategy, Social Lab