SHEIN

This women’s fashion brand tested Instagram’s new conversion optimization model—view-through conversion optimization—to reach consumers, which boosted purchase conversions by 23%.

THE STORY
Street style

SHEIN offers fashion-conscious young women and teens the latest styles at affordable prices. Founded in 2008, the company now ships its fashionable, economical apparel to consumers globally.

23%

purchase conversion lift with view-through conversion optimization1

45%

more cost-effective per purchase conversion with view-through optimization

9%

increase in people reached on Instagram2

Instagram is a key focus for SHEIN, and we are continuously experimenting on the platform. This test focused on a new conversion optimization method, which utilizes both post-view and post-click conversions, and we saw a solid improvement in our return on investment. It helped us develop best practices on Instagram.
LEONIE XU, MARKETING MANAGER, SHEIN
THE GOAL
Getting more bang for their buck

SHEIN carried out out a trial to see whether using the post-view and post-click conversion optimisation window would deliver a better return on ad spend than the post-click conversion optimisation window alone for its carousel ad campaigns.

THE SOLUTION
Window of success

To determine which was most cost-effective for its Instagram ad campaigns, the fashion brand ran a test to compare the post-click only conversion optimization window against the new post-view and post-click conversion optimization window. This new model optimizes future ad delivery based on the conversions that occur after a click or a view, which allows companies to reach more people who are more likely to convert.

The trial ran for 7 weeks between August–September 2017, and used a conversion lift study to test each approach on 3 different sets of ads. The carousel ads featured SHEIN tops, which were set against a plain background that allowed the colors to pop. SHEIN used the Facebook pixel to track purchase conversions with a conversion lift test.

SHEIN discovered that compared to optimizing for clicks, view-through conversion optimization performed significantly better at each step of the purchase funnel (view content, add to cart, initiate checkout, complete registration, purchase) and also attracted a broader audience.

View-through conversion optimization also performed better than click-through conversion optimization and achieved a greater return on ad spend. With the same budget, the view-through model reached 9% more people, with a purchase conversion lift of 23%—compared to a 14.5% conversion lift for clicks. Ads using view-through conversion optimization were also 45% more cost-effective per incremental conversion.