Tell me about a product launch campaign you worked on that achieved strong reach and impressions but ultimately failed to meet sales conversion targets. How did you analyze the disconnect and what steps did you take?

Situation

During the launch of a new skincare line at a local beauty brand, our integrated campaign across social media, influencers, and display ads generated 1.8 million impressions against a target of 1.5 million, but only 350 units sold in the first week against a target of 2,000 units.

Task

My task was to investigate why the high visibility wasn't translating into purchases and to adjust the campaign quickly to salvage the launch month revenue.

Action

I analyzed the full funnel using Google Analytics and social platform insights. I noticed the website landing page had a 78% bounce rate and the average time on page was only 15 seconds. The page's call-to-action was below the fold on mobile, and the product value proposition wasn't clear. I worked with the design team to create a simplified mobile-optimized landing page with a sticky 'Add to Cart' button, added social proof from early reviews, and launched a limited-time 10% discount for first-time buyers. We also shifted budget from display ads to retargeting users who had visited but not purchased.

Result

Within the remaining three weeks of the launch month, sales jumped to 2,800 units, exceeding the original target by 40%. The conversion rate from landing page visits improved from 0.5% to 4.2%, and the retargeting ads had a ROAS of 6.3.