In just one year, we increased revenue by 18 times for a premium online clothing store.

Shopping at THE ICON is not considered spontaneous due to the high average order value.

25% users visit the site more than 12 times before making a purchase. To determine the number of visits before a transaction, we used Google API and found that the median number of site visits before conversion is 4. Simply put, users most often visit the site 4 times before making a purchase. Furthermore, analyzing conversion paths, we found 16.7% visitors who visited the site more than 20 times before converting. These are the concept store's repeat customers. In the previous period, there were 24% such users, with a lower overall number of conversions. This means that the number of new customers and the total number of transactions increased, while maintaining the percentage of repeat customers, as stated in the project's goals.

The graph below shows the increase in direct and assisted conversions, as well as revenue. Assisted conversions are particularly important when analyzing the effectiveness of targeted advertising. Assisted conversions from social media are often higher than direct ones. This is because social media targeting is an important channel for warming up an audience, directly engaging with them, and strengthening brand loyalty. Assisted conversions are especially important in situations with long transaction cycles or conversion paths, as in our case.

We decided to measure brand awareness using several metrics from both the Facebook page and the website itself. For the website, we measured incoming traffic and looked at the ratio of new and returning users. For the Facebook page, we focused on follower growth and audience engagement.

Over the course of a year of work, we have achieved the following results:

• The number of Facebook page subscribers increased by 52%,
• Facebook page audience engagement increased by 155%,
• website traffic increased by 178%,
• The number of returning users changed from 18.7% to 20.9%.

Over the course of a year, the page has seen a steady increase in followers and likes, demonstrating the audience's interest in the brand. These users are active, which positively impacts reach and cost per click, as engagement is a key factor when launching ads.

Let's talk about brand awareness and audience engagement with the company's content. Before beginning our collaboration on targeted advertising, THE ICON approached us with a request to create a content strategy for Facebook and Instagram. Our prepared content strategy included an analysis of the client's niche, an analysis of direct competitors, target audience profiles, a recommended tone-of-voice, a category list with sample publications for each category, a sample monthly content plan, and recommended metrics for tracking the effectiveness of the brand's content marketing.

Thus, THE ICON, for its part, produced high-quality organic content relevant to its target audience. We, in turn, launched specific posts to promote different audience segments and also used Facebook advertising to promote the store page itself on the platform. These efforts began in November 2019. The start of promotion for the posts and the page itself is clearly visible in the screenshot from the statistics below:

Now about targeted advertising. Before starting work, an audit of the advertising account was conducted. Previous contractors had set up advertising campaigns with the "Traffic" objective and click optimization. For an e-commerce project, the best strategy is to launch advertising campaigns with the "Conversions" and "Catalog Sales" objectives and optimize for financial metrics. Launching campaigns with these objectives allows the Facebook Ads algorithm to learn and find the right audience for your goals. In our case, this audience included people:

• with a high income level,
• preferring premium products,
• engaged online shoppers,
• in search of new stores in Ukraine with original global brands.

The next step was to determine the most effective conversion event for a specific advertising account. After several months of testing and metrics analysis, it was decided to use the "Add to Cart" conversion event rather than "Purchase" in THE ICON store's promotion strategy. With equal costs, optimizing for "Add to Cart" achieved better results than "Purchase.".

THE ICON concept store offers an in-home fitting service with a dedicated stylist/consultant. Payment is made upon receipt and fitting of ordered items. According to Facebook Ads statistics for the reporting period, on average, one out of 13 items added to the cart is purchased. Most buyers of premium clothing, footwear, and accessories carefully and thoughtfully update their wardrobe and overall look. Based on this information and the results of advertising campaign testing, we achieve greater effectiveness by attracting an audience that prefers authentic branded products and is more likely to add an item to the cart.