The PRIDE brand is an online store for lighting fixtures and chandeliers with two branches in Kharkiv and Kyiv. The store focuses on wholesale and retail sales of lighting fixtures. The Pride Light catalog includes both classic crystal chandeliers and modern lamps in a variety of styles. The store's target audience is interior designers, project specialists, and design studios.
Website: pridelight.com.ua Read the review:Ukraine
01.01.2021 - 01.07.2021
1. Increase the number of calls to 45%
2. Increase income by 30%
Since the client set general promotion goals, we independently identified key performance indicators and derived specific KPIs, which were based on work in a similar niche on other projects, to determine the growth dynamics of these indicators.
A nuance in the work was that, despite this being an e-commerce project, the majority of orders come via phone calls (rather than placing an order through a shopping cart), as additional consultation is required upon purchase, and this needs to be taken into account when setting up advertising campaigns. Consequently, achieving the revenue goal was relegated to a secondary focus, as calls were identified as the primary goal, and their number significantly exceeded the number of transactions.
First, Google Analytics was set up to track the entire order funnel and the required goals. Remarketing audiences were also set up for subsequent use in remarketing campaigns.
Taking into account the specifics of the project, Ringostat call tracking was configured and connected.
The advertising launch began with setting up Brand and DSA campaigns for the website's priority categories to determine demand and effective user queries for use in search campaigns. We also set up a standard Shopping campaign. As conversion statistics accumulated, we switched to Smart campaigns.
Detailed optimization of advertising campaigns was conducted for calls and transactions. Regular audits of the semantic core were conducted to identify new target visitors, as well as to expand warm and cold audiences based on query segments. The "call" objective was used as the optimization goal in advertising campaigns, thereby reducing the cost per conversion.
We regularly monitored the dynamics of order volume and cost per call. Goal completion increased by 1,15%, while advertising costs remained unchanged. Meanwhile, the cost per call decreased by 35.2%.
Based on the "days to conversion" report, a decision was made to launch a Remarketing campaign, as more than 20% requests come 12-90 days after the first visit to the site. And rightly so, the ROI of this campaign is 427%.
Also, to increase brand awareness and attract new users to the site, the following was launched:
— GDN (Global Display Network)
— YouTube
In media advertising, various creative variations were used, and ultimately it was determined that branded banners and banners with products presented on the website, which change in accordance with trends, produce the best results.
In our YouTube campaigns, we launched ads featuring 30-second promotional videos of the store and popular products from the website, aiming to increase store awareness and warm up the audience before purchasing. In addition to direct analysis, we also tracked the effectiveness of these campaigns using the assisted conversions report, which accounted for almost 12% of the total.
When working on a project, the key is to define our goals at the outset, then intelligently build a promotion strategy based on these goals. We then implement the strategy through advertising campaigns with corresponding optimization objectives. To achieve maximum advertising effectiveness in each topic, it's crucial to define the metrics by which advertising will be optimized. By tailoring our advertising to the specifics of the topic, we were able to build a high-quality audience, which we then tailored to our needs, resulting in increased transactions and revenue.
In summary, we can say that the project's goals were achieved. We increased the number of calls to 115%, while reducing the cost per call by 35.2%. The project's other traffic sources, including targeted advertising on Facebook and Instagram and organic Google search, also helped us achieve this result. Client engagement was crucial in promoting the project. The client actively implemented our recommendations, promptly responded to questions, and assisted in developing a unique selling proposition for ads, including selecting relevant products that were in high demand. Working as a team with the client ensures a mutually satisfying result.
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Main works:
As a bonus you will receive:
*The price is for agency work, excluding the media budget.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
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