Gain City is one of Singapore’s largest consumer electronics and air-conditioning retailers, serving homeowners across the island for decades.
Among its flagship initiatives is the BTO Group Buy programme — a large-scale campaign targeting new homeowners with bundled home appliance packages.
Despite brand strength and long-running campaigns, the programme faced challenges in digital performance clarity.
- Difficulty generating qualified leads for the BTO Group Buy
- No accurate Cost Per Lead visibility
- Conversion tracking not properly configured
- Uncertainty around whether campaigns were truly profitable
Without reliable data, scaling decisions were based on assumption rather than evidence..
1: Fixing Conversion Tracking Across Departments
Fixing the tracking setup required coordination across marketing, IT, and operations.
Given system constraints, we implemented structured UTM tracking and manual validation to restore accurate CPL visibility before further optimisation.
#2: Rebuilding the Landing Experience
We found that the original landing page created confusion around the programme, pricing, and next steps.
So we rebuilt the page with a clearer, more structured journey that reduced friction and improved conversion rates.
#3: Structured Creative Testing
We tested multiple ad angles and creatives to find combinations that lowered CPL while maintaining lead quality.
Creative testing was aligned with landing page improvements to keep the user journey consistent from click to conversion.
