Baltic states is a region that is officially part of Europe, yet due to its unique climate, mentality, and cultural nuances, the approach to marketing and offers can differ significantly from more traditional European strategies. In this article, we’ll explore the most high-converting verticals, audience specifics, and a few tips on building effective funnels.
Offer Categories
The Baltics — Lithuania, Latvia, and Estonia — are European countries, and the top-performing niches here are mostly similar to those in other parts of Europe:
- Cosmetics: Physical appearance is quite important to people in Baltic countries, so skincare and beauty products perform well here.
- Supplements: Just like in most of the world, healthy living is a rising trend, making this niche highly relevant in the region.
- Weight loss: Unlike Western Europe, the Baltics haven’t fully embraced the body positivity trend. However, instead of pushing fat-burners, it’s better to focus on diets — this approach yields higher conversions.
- Products for the elderly: The average age in the Baltic states is gradually increasing. In Lithuania, Latvia, and Estonia, it’s now over 40 years, making this audience a promising target for age-specific products.
Audience Characteristics
Audiences in Baltic countries are different from those in other European countries. Here are some of the key traits to consider:
- Spending power: The Baltic population has less disposable income than Western Europeans. For example, the average yearly income in the UK is $38,000, whereas in Estonia it’s around $18,000. Locals won’t spend money unless they see the value in the product.
- VAT: Make sure your offer’s seller is EU-registered, so VAT is included in the product price — this simplifies the purchase process.
- Slow decision-making: Many locals live a laid-back, unhurried lifestyle and tend to postpone decisions.
- Cultural taboos: Most people in the Baltics have a negative attitude toward anything associated with Russia. Avoid this topic in promos to maintain audience loyalty.
How to Build a Funnel
The MetaCPA team shares several tips for optimizing your funnel for the Baltic market:
- Promo materials: Stick to soft, native-style creatives. Shocking or overly aggressive visuals can hurt your CTR. Since internet speed in the region is high, you can and should use high-resolution images and videos.
- Text: Use detailed pre-landing copy to explain exactly why your offer is relevant. A news-style approach works well. Include promotions, discounts, and urgency elements — due to the audience’s cautious and slow nature, they may otherwise forget to complete the purchase.
- Landing pages: Avoid overly detailed landing pages that may distract users. Add a countdown timer to create urgency. Stick to pastel colors and include several customer testimonials to boost trust.
Conclusion
The Baltic countries differ from the rest of Europe in many ways. Locals take more time to act, are careful with money, and prefer to think things through. That’s why it’s essential to nudge them toward a purchase decision and clearly explain the value of your offer.
Dmitriy got a vast knowledge in affiliate marketing working as an affiliate for 6 years. He also worked an affiliate manager in the WebVork network.
After that, he started to write articles and guides for various affiliate marketing blogs, eventually becoming a head of several blogs: CPA Mafia, CyberAff, ProTraffic, AffTimes, CPA Monstro, and Affiliate Valley.
Now, he has his own blog CPA.LIVE and the ADDSET forum, also performing as a guest expert for other projects.
Ratmir started his copywriting career back in 2016. He is now editor-in-chief with an MA with Honors in Linguistics.
His primary expertise is in affiliate marketing, EdTech, education, IT, and sports.
Ratmir specializes in content marketing, content management, proofreading, and translation.
