Contents of the case
Media
Initial data
Whole works
- /01Increase the number of sales
- /02Make sales more stable
- /03Reduce the cost per conversion
Issues and overall strategy
Despite the fact that the online store offers a wide range of chandeliers and other lighting products and has a physical point of sale, targeted advertising was not working effectively. The return on investment (ROAS) was too low, raising doubts about the profitability of launching advertising campaigns. The number of sales was unsatisfactory and there was experience of cooperation with different companies, but the result was about the same.
Since this is an online store, it was decided to completely change the promotion strategy from receiving applications from messengers to making a purchase on the website, as this action is more targeted and better suited for e-commerce projects.
What was done
- Modify and customize goals for advertising campaigns
- Set up pixel, catalog, analytics, and other technical aspects.
- We analyzed which creatives for notifications generated the highest quality leads. After that, we also launched ads for notifications, but ads for checkout and notifications were different.
- Set up and launch retargeting, both static and dynamic. Previously, it was not used correctly.
- To change the structure of all advertising so that in the future it would be possible to create similar audiences and scale sales at their expense.
In addition, we also launched advertising for the offline store, which also gave good results and increased business profits. Additionally, the number of subscribers on social media has increased due to advertising.
Results
| Options | At the beginning of the work | After 5 months | Difference |
|---|---|---|---|
| Sales | |||
| Sales | 50 | 144 | +188% |
| ROAS | |||
| ROAS | 2 | 5,15 | +157,5% |