From Visibility to Conversion: Driving +43% CTR Growth for Wardah Through Campaign Thumbnail Optimisation

In crowded e-commerce campaign environments, capturing attention within seconds is critical to performance. Low engagement often reflects a gap in how value is communicated rather than the strength of the offer itself. For Wardah, this was evident in weaker click-through rates (CTR) and conversion despite strong campaign mechanics. Intrepid stepped in by enhancing clarity, visibility, and overall conversion impact.

The Challenge

During campaign periods, Wardah experienced lower-than-expected CTR and conversion performance. While product appeal and promotional mechanics were in place, the messaging was not consistently strong or visually compelling enough to stand out in a crowded marketplace.

This resulted in reduced engagement at the top of the funnel, limiting the number of users entering the purchase journey and impacting overall campaign effectiveness.

The Strategy

Intrepid focused on improving both visibility and clarity at the point of discovery.

The strategy centered on optimising campaign thumbnails and product detail pages to ensure that promotional messages were immediately clear, visually engaging, and persuasive. By strengthening how value was communicated at first glance, the goal was to increase click-through rates and convert more users into buyers during campaign periods.

Execution

The strategy was implemented through a structured visual optimisation approach across key campaign assets.

Campaign thumbnails were redesigned to prominently highlight promotional mechanics, creating stronger urgency and clearer value communication. Hard-selling headlines such as “Buy 1 Get 1” and “Buy 2 Get 3” were used to immediately capture attention and improve click motivation.

Product USPs were integrated more clearly into visuals to strengthen perceived value, while brand ambassadors were leveraged to enhance trust and credibility. These elements worked together to make campaign assets more compelling and conversion-oriented across the user journey.

The Impact

The optimisation effort delivered a 43% increase in CTR, reflecting stronger campaign attractiveness and improved ability to capture user attention. Conversion rate also improved by 17%, indicating stronger purchase intent and more effective communication of value.

These results demonstrate how strategic optimisation of campaign visuals can directly influence both engagement and sales outcomes. By strengthening clarity and promotional impact at the point of discovery, Intrepid helped Wardah turn campaign visibility into measurable commercial performance.

Turn attention into conversion through smarter commerce execution. Partner with Intrepid. https://intrepid.asia/contact-us/