How we helped GV increase conversios by 25% in less than 90
In 2019 the production increased to over 150,000 plants. This case study follows in detail the decisions, costs, actions, investigations, and results obtained from constant work and involvement for 14 months in order to achieve our client's objectives.
Services
Growth Marketing, Search Engine Optimization
Platforms
Google Ads
Facebook Ads
SEO
ROAS
CPA
Project Overview
Gardviuverde.ro, a company that started its activity in 2010 within the niche of decorative plants,
enters the market alongside the big players in the field. In the beginning, the company produced 6 types
of plant species for the hedge, and along the way it focused its production efforts on the species with
the highest degree of interest, Ligustrum Ovalifolium.
In order to fulfill the
company's
objectives but also its vision, it was necessary to increase sales and deplete the entire existing
stock,
especially for the spring and autumn seasons.
Objectives
➞ Shortening and improving the product purchase process (an easier user experience
during
the checkout process);
➞ Lead generation and depletion of existing stock (150,000
Ligustrum Ovalifolium plants);
➞ Increasing brand credibility;
➞
Market penetration
➞ Better rankings in search engines
➞
Gathering the appropriate audience
Challenges &
Solutions
➊ Web Design + SEO
Obsolete website: Our collaboration started in 2018 while our client's website was in the middle
of
a revamp. The conversion rate was extremely low because people had difficulty finding the information
they
needed. So before budgeting any kind of campaign, we completely rethought the structure and content of
the
website.
Our client needed a well-thought SEO strategy. In addition to reaching the right
audience and acquiring quality traffic, technical optimization was needed to help search engines better
understand the content of the website.
Being one of the main sources of conversions, the
website needed a change both in terms of UX and aesthetics. We implemented keywords inside the most
important paragraphs of the website but also in the product descriptions. Following with the
implementation of a series of articles to help the website reach a higher position in search
engines.
We thought of a well-developed user route so that the acquisition process is as
simple and pleasant as possible. We have also created a special page called “Planting Instructions” in
which we present to customers how they can plant the purchased product themselves.
✔️
Technical SEO implementation - schema.org
✔️ Sitemap, robots.txt
✔️ Clean Design
✔️
Optimizations for all graphics (images, videos)
✔️ Decrease page response rates
✔️ CSS and JS
compression
In conclusion, our SEO efforts were visible after about 6 months of implementation. The website is present on the first page on Google and generates around 10,000 organic clicks.
➋ Google Ads
We worked with our marketers to accurately set up conversion tracking in contact forms and to install the
necessary call tracking tools on their website.
Existing Google Ads campaigns were
structurally
misconfigured. Many keywords and ad groups were doubled or even tripled, the budget was mismanaged,
qualitative search terms came at an astronomical cost, and the targeting of geographic areas of interest
was
not set in advance.
After correcting and redoing the campaigns, our team started segmenting
the
areas of the country for a better distribution of the allocated budget. We focused our efforts on the
areas
of the country where our client had the highest number of conversions/sales at the beginning of their
activity.
Also, all the ads created by us were delivered according to the thematic sorting of
keywords inside the ad groups. This has led to a high quality score, ultimately leading to an advantageous
ranking in search engines and a low cost per click.
Challenges &
Solutions
➌ Social Media
At the beginning of our collaboration, the presence on social media was non-existent, which put us in
front of an extremely limited audience. Together with the help of our colleagues from social media
marketing, we implemented the shop on the Facebook page and we installed all the necessary tools on the
website in order to be able to follow the evolution of our ads. The procedure is similar to the one used
for Google Ads.
The next challenge was to increase the brand's audience and
authenticity
through engagement-based advertising. Generating leads from the cold market but also retargeting, the
latter meant the last challenges that the social media department brought to a successful end.
How we did it:
We defined an ideal customer avatar, based on which we chose the approach and design - simplistic /
denoting professionalism and attracting attention;
We implemented ads that would inspire
trust,
which were presented in the form of images, such as "Before & After", several evolutions of
the product (hedge) after one year, after 3 and 5 years respectively;
We implemented
carousel-type ads to generate both leads (potential customers) from the cold market and traffic to the
online store - where our Facebook Pixel managed to collect data on customer actions performed on the
website;
We've configured two audiences - one made up of people who visited the site
(especially the catalog page) and a 3% lookalike (people with similar interests to customers) - which we
later used in the ads. FOMO (Fear Of Missing Out) type in which the public is announced about the shortage
of stock or the ending of planting season;
Challenges &
Solutions
➍ Remarketing &Display
The complete lack of settings for audience collection and the general lack of data on website visitors
have considerably slowed down the scaling efforts. After the correct implementation of the conversion
triggers and after setting the parameters for the audience population, our colleagues from the creative
area started their work.
With the help of our design team, we managed to implement ads that
referred to multiple plant functionalities, a measure we took considering users who did not create
conversions.
If a user reached a landing page without generating a conversion (acquisition
or
lead), our remarketing efforts have focused on delivering an ad display that aims to highlight the
benefits of decorative plants.
Using this simple yet effective remarketing method applied on
several communication channels (Display Ads and Social Media network), we managed to effectively push
customers to the final step of acquisition.
Results
What we achived?
The spent budget generated a reach of 1,282,000 people and 57,000 clicks. Thus, the sales generated
through the applied strategies, Facebook Ads, Google Ads, awareness, and remarketing, we managed to
achieve the client's objectives.
These figures are translated more concretely by the
following proportions:
How did we manage to combine everything?
Depending on each type of business, the recipe for success differs. A number of different approaches are
implemented for each type of website.
In this case we left aside the texts that were
sale-oriented. We relied on quality, useful content to bring something new to customers who wanted to know
more about the qualities of the plants.
The final step was the analysis of data and audiences
to
optimize distribution channels. We monitored the effectiveness of advertising campaigns, analyzed consumer
behavior, and acted promptly. Previously, we presented a series of figures that showed concretely the
results obtained from the campaigns created.
All the strategies and implementations mentioned
above could not develop a long-term business without continuous analysis and optimization.
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