I began running ads for this client to create brand awareness &
After the first week, the ad was gaining traction. A lot of traffic was being driven to the website, but the visitors weren't converting.
After digging into the analytics a bit, I could see that website
visitors were adding the product to their cart but then abandoning it. I retargeted this audience and A/B tested discount offers. Option A was to offer a discount on the product price. Discount B was free shipping.
Option B: free shipping was the solution to the problem. We
increased the conversion rate by 30%.