- 10% more leads
- 20% more conversions
- 40% increase in new customers
Goals
- Boost ad performance
- Improve ROI on all sales and marketing efforts
- Increase speed to purchase
Solutions
- Track and optimize ad performance with CAPI and TikTok Lower Funnel Events
- Implement lifecycle to manage the customer journey
- Track dropoffs to boost conversions
- Company information card
Websites:
Location:
Turkey
Industry:
E-commerce marketplace
Channels:
WhatsApp, TikTok, Facebook Messenger, Instagram
noonmar, a global e-commerce marketplace known for authentic Turkish goods, started with sweets and quickly expanded into health and beauty products, jewelry and accessories, and home décor. With a growing international customer base, quick and seamless communication across multiple messaging channels is key to its success.
The problem: Lack of visibility for performance optimization
noonmar has an extensive social media presence covering Facebook, Instagram and TikTok, and attracts customers through ads on these channels. The business subscribed to respond.io to unite all of these channels into a single inbox so agents could respond more efficiently and sell faster. While this helped, the business was concerned about the effectiveness of its marketing and sales efforts as a whole.
It wanted greater visibility into ad performance and a deeper understanding of the customer journey, so that it could optimize its marketing strategy and move customers through the funnel faster. The business also required understanding into the return on investment (ROI) of its efforts including spending on ads, a CRM and its respond.io subscription.
The respond.io solution
noonmar had trusted respond.io to manage conversations from multiple channels in one inbox for several months, but needed to confirm the value of its investment. With assistance from our customer success specialists, the company implemented Meta’s Conversion API (CAPI), TikTok Lower Funnel Events and respond.io’s lifecycle tracking to improve ad performance, attract more leads, optimize the customer experience and increase sales.
Track and optimize ad performance with CAPI and TikTok Lower Funnel Events
noonmar runs click to chat ads on Facebook, Instagram and TikTok that drive conversations to WhatsApp. While they saw a high volume of chats, they couldn’t determine how many actually led to purchases.
By integrating Meta’s CAPI with respond.io, noonmar started sending conversion events—such as add-to-cart or completed purchase—back to Meta. This helped Meta improve its ad targeting by learning which types of users were likely to convert, leading to higher-quality leads and better ad performance.
Respond.io’s TikTok Lower Funnel Events Workflow serves a similar purpose, sending conversion data to TikTok to improve targeting and ad performance. This also gave noonmar clear visibility into which TikTok ads were driving sales.
Streamline the customer journey with lifecycle tracking
To move leads through the funnel faster, noonmar implemented customer lifecycle tracking on respond.io. This feature gives agents immediate context about where a contact is in the buying journey, whether they’re a new lead, a returning buyer or somewhere in between.
Custom lifecycle stages guide agents on what action to take next. For example, new leads need quick responses to stay engaged, while returning customers may be ready to purchase again. This structure allows agents to personalize conversations and close deals more efficiently.
Use respond.io’s analytics for smart segmentation and retargeting
noonmar uses respond.io’s analytics as a powerful tool for smart segmentation and customer reactivation, especially when there’s a need to boost sales and hit monthly targets. It’s able to quickly identify and reengage previous customers with highly personalized offers that drive repeat purchases or even upsells.
Through such tailored communication, noonmar is able to increase return on ad spend (ROAS) steadily, not by increasing ad spend but by reclaiming potential revenue lost in underperforming ad campaigns.
The results
Customer lifecycle insights have helped the business prioritize leads effectively, shortening its sales cycle and getting more contacts to complete a purchase. Since implementing lifecycle tracking, the conversion rate has risen by 20%. While the business initially saw respond.io as a costly tool, they’ve now seen the full ROI it can offer and view it as an essential part of the marketing and sales process.
By optimizing its click to chat Meta ads via CAPI, noonmar has seen a 40% increase in new customers. Thanks to better targeting, the leads it attracts are more likely to buy. The number of leads has also increased by 10% as the business has a greater understanding of which ads motivate conversations.
Want to gain the same results for your business? Contact us for a free consultation today.
