discuss project
INCRIFY SOLUTIONS
DIGITAL MARKETING / PAY PER CLICK ADVERTISING

How to increase online
sales of women cloth
e-shop by 300%?

FASHION DRESSES

Client summary

Industry: Fashion
Competitors: Medium, 8 companies
Geomarket: Austria
Average Conversion Rate: 5 per day
Conversion Price: 21 EURTarget: Increase daily conversion rate to 15 and decrease conversion price to 8 EUR.

Results

Average daily conversion rate increased to 17 while conversion price decreased to 9 EUR.
0
DECREASE
IN CONVERSION PRICE
0
INCREASE
IN CONVERSION RATE
0
RETURN
ON INVESTMENT
1 STAGE

Industry research

INCRIFY SOLUTIONS

We started with analysing competitors to create the most cost effective and productive marketing strategy. After filing the brief, client guided us through the main requests of our campaign.

The marketing campaign was split into stages:

  • Test new campaigns upon different product groups
  • Create new targeted pages for each new campaign or service
  • Adjust campaign prices
  • Analyse ROI of each campaign

 

2 STAGE

Creation of marketing campaigns

ANALYSING CLIENTS ADVERTISING ACCOUNTS
Client has been creating marketing structure independently on one’s own hook. Main findings:
  • Campaigns were not divided into groups
  • Wide range of matching words was used without blacklisted searches
COLLECTION OF CORE ADVERTISING ELEMENTS
Key stages of core creation:
  • Researched most common key words for each shop directory
  • Created the blacklist of words that are similar but irrelevant
  • Produced the list of words variations

DEVELOPMENT OF ADVERTISEMENTS
We used account set up by principle “1 key word – 1
ads group” and created 3 advertisement groups:
  • Template {key word} + description
  • No template + Title = key word + description 1
  • No template + Title = key word + description 2
Structure above allows to test variations of campaigns
in no time to evaluate the most converting.

Google Analytics and Google Ads we used to track the
campaigns and to keep record of conversions.
3 STAGE

A/B tests

INCRIFY SOLUTIONS

Usually to squeeze the most out of existing marketing campaigns we use A/B tests to evaluate the best:

  • Titles and description
  • Design of pages
  • Type of buttons
  • Pages content

Results

INCRIFY SOLUTIONS
0
CONVERSION RATE
FOR PAGE WITH EVENING DRESSES
0
CONVERSION RATE
FOR PAGE WITH WEDDING DRESSES
0
CONVERSION RATE
FOR PAGE WITH ACCESSORIES
4 STAGE

Optimisation of marketing campaigns

Flexible structure made it easy to evaluate the most
effective campaign and hence decrease the final advertising cost.

Our main tests were targeting bids adjustments.
Some campaigns had a dramatic decrease in price
without serious affect on conversion.
ANALYSING CLIENTS ADVERTISING ACCOUNTS
Most effective test “optimising conversion price” is
run for a single campaign. What works in one case,
might have different settings in another.
5 STAGE

Conclusions

  1. Only well planned and structured campaigns can produce cost effective and gainful result
  2. Tests in google adwords allowed to find new methods to increase effectiveness of marketing campaigns
  3. Best solution for increasing website conversion – segmenting traffic and guide it to relevant pages
  4. Every marketing campaign should have several variations with different variables for best cost and conversion optimisation

 

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