Woocommerce Total cost of ownership campaign

WooCommerce is an open-source ecommerce platform that’s free to use — with no platform fees, no revenue tax, and no hidden costs as you scale. It sounds a little too good to be true, so naturally, one of the most frequent questions we get is… “How much does WooCommerce actually cost?” The TCO campaign demystified the economics of open-source ecommerce, and was one of our most successful campaigns, inspiring countless of merchants to take control of their costs and scale without surprises. We eventually ended up rerunning the campaign, and launching a detailed pricing page to continue our momentum.

Webinar

Our first hero asset for this campaign was a webinar of ecommerce experts breaking down what total cost of ownership really looks like with WooCommerce in an informal roundtable.

TCO calculator

Our second hero asset was a simple TCO calculator — giving prospective merchants the power to estimate their costs with WooCommerce in minutes.

Ads

We ran a variety of ads for this campaign: awareness ads promoting the webinar; retargeting ads directing prospects to RTB-specific landing pages; and a highly actionable ad featuring our TCO calculator.

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Landing pages

We build 3 landing pages to support this campaign: one to host our hero webinar asset, an overall campaign landing page focused on costs, and one with just the TCO calculator to provide a clean and simplified experience.

Video ads

Our 15” and 30” video ads ran on Meta and LinkedIn, and were, unsurprisingly, our top-performing creative.

Audio ads

We also ran podcast ads — a 15” and 30” — encouraging merchants to check out our roundtable webinar.

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