How businesses drive people to buy with Twitter’s Website Conversion Optimization Solution

A New Solution: Website Conversion Optimization

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.



Key results

Lower cost per purchase*
Lower cost per site visit*
Lower cost per link click*

*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.

Test&Learn is a mindset we share with Twitter. We are performance driven in all we do and are eager to explore improved relevance for people on Twitter with the support of new solutions available on the platform.

Toms Zālmanis, CMO, Klinio


Key results

Increase in purchase*
Lower cost per purchase*
Lower cost per link click*

*compared to the old conversions optimization solution

MANSCAPED®, a leading men’s grooming brand, wanted to more efficiently target men on Twitter and joined the WCO beta to test the opportunity to lower their cost-per-purchase on Platform. The test went so well that MANSCAPED® leveraged the beta results to guide Q4 strategies which lead to their strongest cyber week performance on Twitter.

Twitter's always performed well for us, but the new WCO strategy took things to the next level. We gathered learnings from this test to guide our Q4 strategy and as a result saw our strongest Cyber Week performance from Twitter to-date..

Gina Ingoglia-Smith, Paid Social Manager at MANSCAPED®

Leading Retail Partner

Key results

lower cost per purchase*
lower cost per site visit*
higher click-to-purchase rate*

*compared to the old conversions optimization solution

A leading retail chain in the US wanted to efficiently increase conversion among shoppers on Twitter during the pivotal holiday season. Within just two weeks of implementing WCO, their campaign saw drastic changes in conversion results for the brand.

A Digital Sport Publication

Key results

increase in subscriptions*
lower acquisition cost*
lower cost per purchase*

*compared to the old conversions optimization solution

A large digital publication wanted to optimize their campaigns to increase subscriptions among sports fans on Twitter, and maximize their campaign investment with more efficient cost per purchase (subscription) and lower customer acquisition cost. In a couple short weeks WCO supercharged brand results.


Drive to Buy with Twitter

Twitter’s Website Conversion Optimization comes at a crucial time for brands as competition rises and marketing budgets tighten. WCO helps advertisers harness the power of Twitter’s growing audience at a more efficient rate, stretching brand dollars for advertisers across industries.