Our Specialists were approached by a consumer electronics business which, after initially relying on eBay sales, invested in an eCommerce store to increase sales and profits. Manufacturing in the Far East, it needed to significantly boost sales in order to increase production levels, which in turn would increase margins for its products.
A Google AdWords campaign was being managed for the electronics eCommerce store by a London agency, but the business felt that it should be producing more sales for the budget spent. Performance data in the store’s AdWords account exposed an incredibly poor structure and keyword targeting, with much of the searches not being targeted with relevant ads, costing the business valuable opportunities and sales.
Covering an unusually diverse range of brands, sizes and features, the market was represented by a huge number of search terms, each requiring dedicated, relevant ads to attract more clicks and more relevant landing pages to increase the conversion rate, in turn reducing the cost of every sale.
Google AdWords Display campaigns were employed to promote the brand alongside relevant content on the Google Display Network, targeting customers as they researched similar products. This is designed to increase brand trust and to further increase the sales achieved for the same budget.
With most sales costing less than £30, the majority occur on the same day as the first search and click, but a significant number of customers needed multiple searches and clicks before purchasing a product. To increase the rate of returning visitors and sales, a Google AdWords Remarketing strategy was implemented, following those customers across the Google Display Network with product ads and further building trust in the brand.
Alongside the optimisation of the traffic and strategies to increase brand trust, careful optimisation of the website was undertaken to improve the user experience. The way in which customers find the right products, the site navigation and product pages were improved to reinforce the product details which we knew motivated customers to purchase. Finally, we optimised the shopping cart checkout process to make it as clear, simple and effective as possible. The clearer and simpler we made it, the less sales we lost through the checkout process and the more money the electronics eCommerce store made.