spool.com.ua - the online sewing equipment store "Shpoolka" offers a wide selection of products, including home and professional-grade sewing machines, overlockers, coverstitch and embroidery machines from leading global brands such as Brother, Janome, Juki, Bernina, Singer, Minerva, Husqvarna, and Pfaff, as well as sewing accessories and related products. They have been selling sewing equipment since 2006 and have the largest network of sewing machine stores in Ukraine.
We started working on the project in early 2018, when targeted advertising hadn't been launched before. At that time, few people were using dynamic product catalog ads, so we were among the first to implement this tool for our clients.
Kharkov
December 2018 - May 2020
- Increased website conversions through organic search and targeted advertising
- Increase your website's visibility in Google search
- Inform users about current promotions and new products
- Attract store customers for repeat sales
- Increase activity and engagement on Facebook and Instagram
1. The main difficulty lies in the relatively high competition for high-frequency queries, which can generate up to 60% of total traffic, while simply reaching 10th place, which is the first page, does not generate the necessary traffic.
2. The top search results were occupied by large aggregators, which collected all organic traffic. Therefore, our primary goal, after reaching the top 10, was to reach the top 3.
In January 2018, we launched the project, launching targeted advertising. Specifically:
After launching the first creative options, we identified the most effective image, video, and text options for our audience. For cold traffic, videos with offline store reviews performed best; this way, we introduced new users to the brand and told them in which cities they could visit us. For warm traffic, we used dynamic remarketing with a product catalog.
Using remarketing, we brought back people who had previously visited the site but hadn't made a purchase. We also brought back store customers for repeat sales (cross-sell and up-sell). Then, depending on the stage of the retargeting funnel, we showed users different ads at different stages:
Despite the fact that the majority of customers are women, emotional messages performed worse in our communications strategy than rational ones, which focused on purchasing conditions, delivery, and other specific benefits of shopping in our online store. This is yet another reason to test all communication options with customers.
After 3 months of operation, the Facebook paid advertising channel took first place in the project in terms of number of conversions and revenue.
Cost Per Purchase (CPA) was 2.47$ and ROMI for January 2020 was 3923%
Analysis of advertising campaigns showed that approximately 70% of all transactions are made from mobile devices.
Of these, 63% desktop conversions also occurred after engaging with mobile ads.
We also obtained results on our customer demographics. Using this data, we broke down and adjusted our advertising campaigns by device, gender, and age.
We obtained statistics on placements and removed placements that weren't generating sales.
Once we had a working model of advertising campaigns that were delivering the results we needed within our KPIs, we decided to scale up the results by increasing the budget and tracking new results.
Two years after launching Targeting, we decided to start SEO optimization of the website, as organic traffic was now generating "warm" visitors and conversion rates were significantly higher. The Targeting and SEO combination worked perfectly.
Let's skip the typical work required to get a site into the TOP-10, leaving only those that allowed it to rise to the top positions:
After the start of the growth process for high-frequency search queries, we began to see a significant increase in organic traffic and, consequently, in conversions. The graph compares traffic in 2019 and 2020 before and after the ranking increase. The organic traffic increase was 80%, while the conversion increase was 68%.
As you can see, traffic increased by 78%, which increased revenue by 163%. Graph showing the growth in the number of words in the top 1-3 keywords, according to Ahrefs.
If you're looking for immediate sales, consider paid promotion channels like targeted or contextual advertising. If you're looking to reduce customer acquisition costs, attract the most targeted traffic to your website, and rank high in search results, then SEO is a smart choice. The more targeted search queries you optimize for your business, the higher your traffic and sales. Search engines help users find what they need, which in turn increases conversion rates. If your budget allows for comprehensive promotion, consider a combination of SEO, PPC, and Target. This way, you can engage with potential customers across multiple platforms and drive maximum traffic to your website.
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Main works:
As a bonus you will receive:
*The price is for agency work, excluding the advertising budget.
Main works:
As a bonus you will receive:
*The price is for agency work, excluding the advertising budget.
Main works:
As a bonus you will receive:
*The price is for agency work, excluding the advertising budget.
info@imaris.ua
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