1Wheel: Driving Growth Through Test-and-Learn Marketing

The Challenge

1Wheel is an online marketplace designed to simplify the car selling process. The platform connects sellers with verified buyers, helping Australians get the best price for their vehicle quickly and with confidence.

As a growing brand in the competitive online car marketplace, 1Wheel needed to improve its lead generation and user acquisition performance through digital channels. The goal was to understand what messaging, creative and conversion experience resonated most with their target audience, then scale what worked.

Our Approach

OKMG implemented a test-and-learn strategy across Facebook and Instagram campaigns. This involved continuous experimentation and optimisation across:

• Messaging: Testing emotional vs. functional value propositions to uncover what motivated sellers most.
  
• Creative: Comparing lifestyle imagery, product explainer videos, and UGC-style content to identify formats that captured attention.
  
• Call-to-Actions (CTAs): Trialling language variations to boost engagement and click-throughs.
  
• Landing Page Experience: A/B testing layouts, headlines, and form steps to streamline the sign-up process.
  
• Conversion Paths: Monitoring how users navigated from ad click to lead submission to optimise the funnel for lower drop-off rates.

By leveraging data-driven insights, OKMG refined campaign performance weekly, reallocating budget to top-performing assets and continuously improving conversion efficiency.

The Results

The ongoing optimisation strategy delivered measurable growth for 1Wheel:

• 361 website sign-ups
  
• 643 Meta leads (via Facebook and Instagram)
  
• Improved conversion rates through enhanced ad creative and user experience
  
• Stronger understanding of audience behaviour and messaging resonance
  
  

Final Word

Through a disciplined test-and-learn methodology, OKMG helped 1Wheel build a scalable digital marketing framework, turning insights into actionable improvements and driving sustained lead growth throughout the year.

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