270% higher ROAS: A/B Test Insights from Jumkey's Catalog Ads

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What makes catalog ads truly stand out? At Jumkey, a leading handcrafted jewelry brand, the answer lay in going beyond the ordinary.

With a bold A/B test, we transformed their catalog ads into performance powerhouses. The result? A whopping 2.7x higher ROAS and 76.9% lower cost per result!

Let’s take you through the brand, the goals, the test, and the insights you can apply to your own campaigns.

About Jumkey

Jumkey is a DTC brand celebrated for its handcrafted jewelry that blends tradition and contemporary elegance. Their catalog boasts statement pieces made with premium Kundan Kemp stones, celebrity-inspired styles, and fusion designs, all finished in luxurious gold tones.

With thousands of satisfied customers worldwide, Jumkey has been a pioneer in bringing exquisite craftsmanship to modern shoppers. But even a brand like Jumkey needed to step up its ad game for their recent sale campaign.

The Goal

The A/B test aimed to:

1. Increase ROAS by creating more engaging catalog ads.

2. Highlight Jumkey’s unique selling points (USPs) to differentiate from competitors.

3. Drive urgency during their sale period without compromising the brand’s elegance.

The A/B Test

Control Variant (BAU):
A standard catalog ad featuring:

• Non-stylized product images on plain backgrounds.

Variant (Creative Showcase):
A dynamic and visually rich ad that included:

1. Multiple product images showing items from various angles, plus lifestyle imagery for context and aspiration.

2. A countdown timer to the sale deadline, creating urgency.

3. Rotating brand features to reinforce Jumkey’s USPs:

   • STATEMENT PIECES

   • CELEBRITY STYLES

   • MADE WITH THE FINEST KUNDAN KEMP STONES

   • PREMIUM GOLD FINISH

4. The Jumkey logo and signature brand colors for consistency and recall.

See the Difference for Yourself

Here’s a side-by-side of Jumkey’s catalog ad creatives:

The Results

The results were nothing short of spectacular:

• 🟢 76.9% lower cost per result: Lower ad spend for every action.

• 🟢 2.7x higher ROAS: Revenue from ads soared to new heights.

• ⚠️ 23.4% drop in CTR: While fewer people clicked, the audience was more relevant, leading to higher quality engagement.

Why It Worked

1. Enhanced Visual Appeal:
   Multiple product angles and lifestyle shots made products feel tangible and relatable. Shoppers could envision themselves wearing the jewelry.

2. Urgency Drives Action:
   The countdown timer tapped into FOMO (fear of missing out), encouraging quicker purchase decisions during the sale.

3. Brand Differentiation:
   Highlighting USPs and showcasing the logo established trust and emphasized what makes Jumkey unique.

4. Strong Brand Identity:
   The cohesive use of brand colors and a professional layout helped Jumkey stand out in cluttered feeds.

Key Takeaways for You

• Don’t hesitate to mix functional elements (e.g., countdowns) with creative storytelling in your ads.

• Showcase your products with a blend of utility (multiple angles) and emotion (lifestyle imagery) to connect with audiences.

• Make your brand memorable by reinforcing USPs, logo, and colors consistently.

What’s Next for Your Brand?

A/B testing is your superpower for optimizing ad performance. Just like Jumkey, you too can unlock better ROAS, lower costs, and stronger engagement.

Let us help you create catalog ads that not only look stunning but also deliver measurable results.

Your next big breakthrough could be just one test away! 🤞