A small shop in Vítkov has grown to become a major player in the European market thanks to its successful online store. To continue growing, Insportline needed to find a way to increase orders without compromising profitability. The solution was a new Sklik strategy: Conversion Maximisation. Working with the Effectix agency, they implemented this strategy gradually, and the results spoke for themselves.
| About the client: Insportline is one of the best-known Czech sports equipment brands. Starting life as a small ski shop in the 1990s, it has grown into an international company whose products are now available in 18 European countries. The company offers a wide range of products, including weight training machines, outdoor equipment and massage chairs. The company emphasises quality, reliable service and extended warranties. |
| About the agency: Effectix is a full-service digital agency that helps its clients to grow by taking a comprehensive approach to online marketing. The company specialises in PPC campaigns, SEO, social media, content strategy and branding, and always emphasises measurable results. The team’s work is based on a combination of data analytics, creativity, and close collaboration with clients. Thanks to this approach, the team was able to develop a successful strategy for Insportline, delivering stable performance and long-term growth. |
The aim of the Sklik campaigns was to increase orders while maintaining a high return on investment. Until February 2025, the campaigns ran on a cost-per-click (CPC) model, but the agency gradually switched to a new strategy called conversion maximisation (cost per acquisition, CPA) in cooperation with Seznam.
First to switch were the PPC specialists with the dynamic retargeting campaign DRTG – Categories on 28 February 2025, followed by the retargeting campaigns RTG – Fitness on 25 April 2025 and RTG – Abandoned Cart on 22 May 2025. Each campaign targeted a different user segment, ranging from visitors to specific categories to individuals interested in fitness and those who did not complete their purchase.
The Effectix team implemented the new strategy gradually, placing an emphasis on certainty and data evaluation. First, they switched one campaign and monitored its results. Only then did they extend the strategy to other retargeting segments. This approach enabled them to safely verify the functionality of the new strategy and optimise it gradually based on the obtained data.
Each campaign played a role in the purchasing process:
This approach demonstrated how the Maximize Conversions strategy performs at various stages of the customer journey, enabling target CPAs and budgets to be set according to the needs of individual campaigns.
After switching to the Maximize Conversions campaign, the Effectix team regularly evaluated its performance and made adjustments to the settings. Most often, this involved adjusting the budget and target cost per acquisition. If the system was not utilising the campaign’s full potential, the target CPA was increased to enable the strategy to draw on the budget more effectively. At the same time, they took care to ensure that the return on investment remained within the client’s target range.
Additionally, automation saved a significant amount of time that would otherwise have been spent on manual CPC bid management. This enabled the team to devote more time to strategic marketing activities such as data analysis, content development and cross-channel performance evaluation. Close cooperation with Seznam also played a major role. As a Verified Agency, Effectix was able to test this strategy on a priority basis and consult on its progress directly with Sklik experts.
The Conversion Maximisation Strategy has proven to be an effective way of increasing the number of orders while maintaining a stable CPA. We recommend implementing it gradually on individual campaigns. To leverage the full potential of this strategy, ensure you have a sufficient budget and set the maximum CPA correctly — certainly no lower than the average CPA for the previous period — to avoid a decline in performance.
Implementing the Conversion Maximisation strategy significantly increased Insportline’s performance and campaign stability.
To exclude the influence of seasonality, the results were compared with those from the same period in 2024. The agency monitored the 90-day period following the launch of the strategy.
Implementing the Conversion Maximisation strategy helped Insportline with selected retargeting campaigns and had a positive impact on the account’s overall performance. Between February and August 2025, the number of conversions increased by 53% year-on-year, with the value of orders rising by 32%. Meanwhile, the return on investment remained within the client’s target range.
When we first switched to CPA, we treated it as a test with a clear goal: to verify that the strategy would increase sales while maintaining a good PNO. Although I knew we could switch back to manual CPC at any time, it turned out that this wasn’t necessary. The transition was very smooth, and the campaigns performed consistently from the outset without any dips. The biggest benefits are the growth in sales and the fact that we now know how to use CPA across campaigns. This saves us a lot of time, which we can devote to other areas of marketing. I would definitely recommend that other advertisers try this strategy, ideally gradually, by testing it on one campaign before expanding.
The results demonstrate that automated campaign management delivers more consistent performance and can effectively increase revenue. By testing individual campaigns gradually, we were able to verify the strategy’s effectiveness in different customer segments and then extend it to other parts of the account.
1. Start by testing one campaign
Choose a segment with sufficient conversion volume so that the system can quickly collect the necessary data and begin the learning process.
2. Evaluate continuously
Monitor the performance of the campaign in the first few weeks after switching, and allow at least 14 days, ideally a month, for the algorithm to learn.
3. Set a realistic CPA
When switching to the “Maximise Conversions” strategy, choose an initial CPA that is slightly higher than the average value before the switch. This will help the system to optimise the campaign more effectively and will not limit its performance.
4. Monitor campaign budgets
Ensure they are high enough, as a low budget will prevent the strategy from reaching its full potential.
5. Use automation effectively
Make the most of the Sklik strategy and use the time you save to evaluate results and optimise other campaigns.
Learn more about Maximizing Conversions.
On behalf of Effectix, Adam Petrlík; on behalf of Sklik, Lukáš Herzáň
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