GENERATE HIGH-QUALITY LEADS FOR TICINO
Ticino Turismo wanted to inspire potential visitors and, above all, generate as many qualified leads as possible for future newsletter activities. The goal was to combine emotional storytelling with measurable performance - turning curiosity about Ticino into concrete sign-ups and travel interest.
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Solutions
To significantly increase conversion efficiency, we moved from a complex 9–12 step registration flow on the client’s website to a streamlined, in-platform process using Meta Lead Ads. By allowing users to register directly within Meta, we removed friction, reduced drop-offs, and created an effortless conversion path that supported the campaign’s performance goals. The concept “You Must Have Experienced It”, developped by zimmermann communications, then served as a light emotional frame, highlighting Ticino’s nature, culture, and gastronomy. While not the primary driver of participation, the theme provided contextual relevance and connected the simplified sign-up flow with the destination’s unique appeal.
results
By simplifying the lead journey, Ticino Turismo was able to significantly improve campaign efficiency while maintaining its emotional brand identity. The Cost per Lead (CPL) dropped dramatically - from CHF 33.75 in Spring 2024 (traditional registration flow) to CHF 9.45 in the Fall 2024–Spring 2025 campaigns with Meta Lead Ads. This optimization not only made participation easier but also generated 4960 qualified leads, clearly demonstrating how user experience improvements can directly enhance marketing performance.
CPL SPRING 2024 (9-12-step registration)
CPL FALL 2024 - SPRING 2025
