At the end of 2022, Twitter launched Website Conversions Optimization (WCO), a major rebuild of our conversions optimization product that improves the way advertisers reach customers who are most likely to convert on a lower-funnel website action (e.g. add-to-cart, purchase, subscribe).
Our user-level algorithms targets with greater relevance, reaching people on Twitter most likely to meet brand specific goals at 25% lower cost-per-conversion on average, per limited, testing.
Leading clients across distinct industries saw the opportunity to test something new and put their brands ahead of the game by joining Twitter’s WCO beta study. Initial results across 4 brands within healthcare, grooming, retail, and publishing saw huge success on platform.
*compared to the old conversions optimization solution
Diabetes management app Klinio (@klinioapp) wanted to optimize their new meal plan campaign for lower funnel objectives and maximize their investment with more efficient performance. They chose to work with Twitter to diversify their traffic sources and use different approaches to attract new segments of their audience and succeeded.