We increased online sales
by 40%
by 40%
ARSENIJS FABRICA
Comprehensive promotion of an online shop of Latvian cosmetics and soap manufacturer to increase their online sales
The Challenge
Comprehensive development of the online shop to increase online sales
How we achieved it
- Target Instagram and Facebook campaignTo enhance brand's visibility and engagement
- Media advertisingMedia advertising plays a crucial role in shaping public perception and driving consumer behavior
- Email marketingEmail marketing is an effective yet cheap tool for engaging customers and driving sales
- PPC advertisements campaignPPC advertisements campaign are essential for driving targeted traffic and increasing conversions
- Youtube advertisementYouTube advertisement can effectively reach a wide audience and increase brand visibility
What we did
Analysing the effectiveness of the website and marketing
1
Systems configuration
Set up web analytics systems Meta for Business and Google Analytics to track key user actions on the site. We have set up targeted actions for ecommerce section in Google Analytics.
2
Creating a dashboard
Google Sheets was used to create a dashboard about the effectiveness of the online shop and 90% of it was automated. The managers of the online shop only had to enter a few values once a week to show the dynamics both for the whole campaign and for each individual marketing channel in particular.
3
Statistical analysis
Tracked the impact of online advertising on offline sales in retail shops in Moscow using the Convead automation system. For this purpose, we set up integration of 1C with Convead (with an intermediate link in the form of a website on Bitrix24) and started to see in the latter not only online orders of the user, but also his purchases in the retail shop.
Through this development,
the customer has learnt that:
the customer has learnt that:
- About 5.7% of users who used the "showroom availability" feature will buy the product in a retail shop.
- Under the influence of Email marketing, retail showrooms generate about 4.6 times more sales than an online shop.
As a result, this development has helped us to more accurately calculate the effectiveness of the company's marketing, having in front of our eyes not only the data of the online shop, but also the entire network as a whole.
In addition, for the purpose of increasing conversion, we conducted a large number of studies of customer behaviour, which formed the basis for various improvements.
In addition, for the purpose of increasing conversion, we conducted a large number of studies of customer behaviour, which formed the basis for various improvements.
Increasing the effectiveness of Email marketing
- Changing your email marketing system to a new one - ConveadMore useful and convenient tool helped us to adjust campaign more effectively
- Updated the design of emails in the Email newsletterUpdated the design of emails in the Email newsletter , ensuring a more modern and user-friendly layout
- Implemented a number of triggered mailingsImplemented a number of triggered mailing with limited time offers to enhance customer engagement and improve traffic
- Introduced new types of segmented mailingsWe have introduced new types of segmented email sequences to better target our audience's preferences
Attracting new customers
1
Dynamic remarketing
We switched on dynamic remarketing as an advertising format, it proved to be one of the most converting ones. We paid special attention to its preparation: we programmed the uploading of feeds, prepared photos in a special way, conducted experiments with the segments of the audience to which to show the DR.
As a result, this format turned out to be one of the most converting and is still functioning today
As a result, this format turned out to be one of the most converting and is still functioning today
2
Narrow niche enquiries
Implemented highly segmented search campaigns in Yandex Direct and Google Adwords.
When creating contextual advertising campaigns, we decided to take the same approach as we had already done in Email marketing - to use narrow niche queries:
When creating contextual advertising campaigns, we decided to take the same approach as we had already done in Email marketing - to use narrow niche queries:
- Our competitive advantage is real Italian shoes. That's why queries about it are our main speciality;
- Enquiries about the brands in the catalogue;
- The combinations of "basic query" + "material" and "basic query" + "size" allowed us to lead a trained audience directly to the page with the right products;
- Added ads for the Abandoned Baskets audience in RSE and CMS
3
Target campaign for limited offers
We have launched targeted advertising was used for promotional offers
One of the keys to effective communication is maximum personalisation. With this in mind, we started experimenting with mailings segmented by a variety of parameters.
Segmented mailings almost always showed higher open rates, conversions and, most importantly, orders. Drawing conclusions after each of the experiments, we implemented such issues into the overall Email marketing mix.
Segmented mailings almost always showed higher open rates, conversions and, most importantly, orders. Drawing conclusions after each of the experiments, we implemented such issues into the overall Email marketing mix.
Increasing the conversion rate of an online shop
We conducted usability audits, and regularly came up with new hypotheses and tested their impact on conversion rates. Here are some examples of how we managed to significantly increase conversion rates:
- Updated and simplified site designWe made it more modern and simpler.
We added some important aspects:
brand description, visual display of the company's advantages on the homepage and in the product cards - Improved the usability of the Shopping Cart pageImproved the usability of the Shopping Cart page , resulting in a smoother and more intuitive shopping experience for users
- Redesigned the mobile version of the siteRedesigned the mobile version of the site to enhance user experience and accessibility
- Implemented the RetailRocket recommendation systemSystem from visual point of view provides more relevant recommendations than inbuilt Bitrix24 tools.
Results
- 1The turnover of the online shop increased by 90%
- 2Implemented a system for tracking order status and transferring sales data to the Email marketing system
- 3Conversion to order increased
by 56% - 4Conversion from order to purchase (repurchase) increased by 20%
- 5Purchase frequency increased in all age segments: from +3% to +18%
- 6Increase in traffic by 80-85%