More Conversions, Lower Costs – Ringladen's Path to 35% Lower NCPA

Instead of committing directly to a specific style, we deliberately tested a variety of approaches. With a mix of UGC videos, static formats, and animations, we aimed to find out what truly works. The focus was on engagement and wedding rings – featuring couples in front of the camera, but also individual creators, sometimes with storytelling, sometimes without. The goal was to get a feel for which messages, perspectives, and formats truly resonate with potential customers.

The biggest impact clearly came from videos. Whether classic UGC or more dynamic variants without voiceover – authentic moving images performed significantly better than static assets or animations. Our hypothesis: those who buy an expensive, emotional product like wedding rings need more information and emotional connection – both of which are best conveyed through videos. The timing of the launch in spring was an additional boost: precisely the right moment for "last-minute" searches for wedding rings before wedding season.