Brand: A premium orthopedic footwear company specializing in stylish, pain-relieving shoes designed for all-day comfort and support.

Objective: Increase first-time purchases through paid social ads and optimize the landing page to convert hesitant buyers.

Challenges:

• Many consumers associated orthopedic shoes with outdated, bulky designs.
• Price point was higher than regular footwear, requiring stronger justification.
• Needed to convince younger demographics that comfort doesn’t mean compromising on style.

Campaign strategy

1. Crafting high-converting ad copy for Paid Social (Facebook, Instagram, TikTok)

• Problem: Most stylish shoes cause foot pain, and most orthopedic shoes look outdated.
• Solution: Positioning the product as "fashion meets comfort" with modern designs and medical-grade support.
• Hook variations tested:
  • “Shoes That Feel as Good as They Look.”
  • “Style Meets Support – No More Sore Feet.”
  • “Say Goodbye to Foot Pain. Step Into Comfort.”
• CTA variations:
  • “Try Risk-Free – 30-Day Comfort Guarantee”
  • “Get 10% Off Your First Pair”
  • “Upgrade Your Feet – Shop Now”

Result: CTR increased by 29% after emphasizing both style and comfort instead of just medical benefits.

2. Optimizing the landing page for conversions

• Before: The landing page focused on medical benefits but didn’t address the emotional aspect of looking good while feeling great.
• After: The new landing page blended style, function, and science-backed support:
  • Headline: “Designed for Comfort. Styled for Life.”
  • Subheadline: “Premium orthopedic shoes that support your feet without sacrificing style.”
  • Social Proof: Added customer reviews like “Finally, a shoe that doesn’t hurt by the end of the day!”
  • Urgency & Incentive: “Try them for 30 days. Love them or return them.”
  • Clear CTA: “Find Your Perfect Fit”

Result: The conversion rate increased by 38%, reducing friction for first-time buyers.