Challenge
A popular electronics store had a problem: despite the fact that a lot of people were coming to the site thanks to ads and a good position in Google, sales suddenly flew down. They quickly realized they were losing customers who were looking at products, but for some reason weren't finishing their purchases. With no way to get back to them, they decided to look for a marketing automation tool.
The main goal was to make effective use of existing traffic to the site and increase brand awareness among people who were already familiar with the site.
Action
- Segmenting audiences based on behavior
By collecting data on user behavior (e.g. categories visited, products browsed, products added to cart, time spent on the site, repeat visits), the company created detailed audience segments, such as:
- smartphone browsers
- interested in premium laptops
- gamers
- cheap bargain hunters
- Integration with Google Ads
The company implemented the integration to be able to create more personalized campaigns tailored to each audience. - Dynamic product retargeting
It used data about the products viewed to display personalized ads. A user who browsed a particular model of laptop saw ads for just that laptop, often with the current price and availability. The ads contained dynamically changing content, such as product images, product names and prices. - A/B testing
With iPresso, they began testing different variations of the ads to maximize the effectiveness of the campaign. The budget was optimized based on the performance and ROI of each segment.
Results
- With properly tailored retargeting campaigns, the company saw a 23% increase in conversion rate.
- The investment in retargeting proved to be much more effective than acquiring completely new users, as it reached an interested audience.
- The online store saw a 15% reduction in the cost of customer acquisition. Campaigns were better tailored to users, thus reducing the company's spending on previously unsuccessful efforts.
- Retargeting campaigns generated a 30% higher return on investment compared to other advertising activities.
