How We Grew One eCommerce Store by Over 150% YoY In Their First 12 Months With SmartSites
Digital has been growing steadily for years, but the pandemic skyrocketed the growth of digital. This dynamic makes it even more necessary for companies to really understand and use their digital marketing arsenal well.
Some statistics to be aware of:
- 57% of customers are comfortable sharing personal information with brands if it makes their shopping experience more personalized.
- 49% of consumers said they would shop online more frequently after the pandemic was over.
- 75% of consumers tried different stores, brands, and websites during the pandemic.
The Case Study
In this case study, SmartSites developed and launched a digital marketing strategy that grew their client's eCommerce store by over 150% YOY in the first 12 months.
Many eCommerce stores rely on digital ads. But the cost per click for high competition keywords has doubled, making this a less effective strategy. So it becomes a challenge to acquire new customers for clients while ensuring profitability.
This particular company had some particular pain points:
- Frequent ad disapprovals.
- They didn't have cohesive messaging between platforms.
- They had no optimization for their top products or their buyer personas.
- They didn't have reliable conversion data.
- They weren't addressing top level consumers.
All of these things are very common in the eCommerce space. It can be difficult to address all of these pain points and arrive at a cohesive strategy to deliver ROI.
The solution for this client was a three-step process.
- Omnichannel PPC Marketing
- Search Enging Optimization
- Conversion Rate Optimisation
Ominchannel PPC Marketing
When we talk about PPC marketing, it's more than just Google. It's every platform you want to be on, which might include Facebook, Instagram, TikTok, and anywhere else your audience might find you.
The important thing about PPC marketing is that you really have to be laser-focused on your target audience and keywords. The cost of PPC has increased dramatically and you can't waste money by trial and error. So the research and strategy to decide on the right platforms, keywords, and your buyer persona are key in making sure that the investment pays off.
You need to make sure you're using the right channels or platforms to find your ideal audience. You want to be very specific with the type of keywords and search terms you're using to reach the right audience for their intent. And you also want to be very careful about WHEN you're targeting your audience. How motivated are they to purchase? Are you aiming for the top of the funnel or the bottom of the funnel?
It's important that you segment your lists because things are far more competitive. You want to optimize your product feeds so that they're easier to find for customers who are interested in the products. And you also want to re-market to previous visitors. Making sure that people who've come to your website see banners online to remind them of your brand is a really powerful way to lead them back to purchase, and it's very cost-effective.
Search Engine Optimization
Organic traffic is hugely helpful and SEO is fairly easy to implement. We see a lot of people miss this step but organic traffic accounts for over 50% of your website traffic, so it's very important.
Create fun blogs and content that are valuable for your target audience and use SEO keywords. Optimize your products so that they're easily findable through search. Use linkbuilding strategies to increase your Domain Authority so that you're ranked higher in search engines and easier to find.
Conversion Rate Optimization
You don't only want to concentrate on getting visitors to your site. You also need to spend time focusing on the CRO. You want to develop strategies to decrease abandoned carts and bring back customers who started the process but didn't convert.
This includes email marketing campaigns that foster a fun conversation and keep the brand in the customer's mind.
Our strategy didn't focus on bringing more people to this client's site. It focused on keeping them there, engaging them, and ultimately increasing conversions.
- 153% increase in revenue
- 27% increase in conversion rate
- 28% increase in average order value
- 117% increase in return on ad spend
If you look at these numbers, you'll notice that it's not so much an increase in marketing initiatives. It's improved targeting that makes the biggest difference. PPC ads are expensive, so we used techniques to make sure that all of the money we spent on ads returned profits. Getting traffic to the site is important, but making sure it's the right audience is integral. Marketing to new customers can get you visits, but re-marketing to existing visitors can lead to high conversion.