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%
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Our collaboration has been very smooth. It’s not just talk, they make it happen.
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.
