Revel Systems combines cloud and mobile technology in its award-winning, iPad-based point-of-sale (POS) system for restaurants, retailers, and enterprises. The Revel iPad POS System also offers integrated payroll, inventory tracking, customer relationship management, and more.
Revel Systems approached Tinuiti for help with online customer acquisition efforts, with the goal of increasing lead volume while maintaining efficient cost metrics in Paid Social.
Increase in Lead Rate
Decrease in Cost per Lead
With the roll-out of Facebook Lead Ads to all advertisers, Tinuiti began testing a two-part strategy.
One side focused on traditional Facebook ads driving leads to a landing page, and the other side focused on Facebook Lead Ads which capture leads directly within Facebook.
From a tactical level, Tinuiti targeted a wide range of audiences across both ad types, including small business owners interested in POS Systems, fans of Revel System’s Facebook page, website visitors, and a series of lookalike audiences including profiles modeled after existing site visitors, former and current customers. Tinuiti quickly determined that lead ads produced superior results in terms of volume and cost efficiency.
Ad creative and copy were also tested. Results showed that ads featuring photos of the POS device in use were more effective than those without, and copy that encouraged users to ‘get a free demo’ drove a higher conversion rate. Lead forms were kept short and simple to encourage conversions, and integrated with Marketo to deliver all inbound leads directly to the sales team.
As a result of these efforts, Revel Systems saw 619x more leads, 74% lower cost per lead, and a 17.7x increase in lead rate.
This ongoing campaign has been a great success, prompting a 6.6x increase in campaign budget to reach even more potential customers. As the campaign scales, Tinuiti continues to test creative and copy, and expand audiences to drive efficient results while improving lead quality.