Case Study
92.91% Revenue Growth for Workwear Through Profitable Scaling
Our client is a seasoned workwear manufacturer with over 30 years of success in the offline market. However, they faced stagnant growth in their online store despite numerous efforts and agency engagements over the past year and a half.
This highlighted a critical need for a new approach to their digital marketing practices. Our goal was to unlock the brand’s potential and ensure its longevity in the increasingly competitive digital landscape.
The challenges
Upon onboarding, our audit revealed critical gaps in their digital marketing strategy:
- Inadequate Facebook tracking, deviating significantly from best practices.
- Ineffectively configured Google Analytics 4 (GA4) with no eCommerce tracking.
- Absence of automated product data feeds for both Meta and Google Ads.
- Poorly structured Google Ads with low-quality scores, inadequate ad strength, and incompatible bid strategies.
- Website issues including a non-functional shopping cart on iOS devices and navigation problems on mobile.
The Strategic Solutions:
- Enhanced Tracking:
Our team developed technical requirements for Facebook and GA4 to capture detailed tracking events and eCommerce parameters. This enabled better data collection and machine learning optimization.
- Product Data Feeds:
We prepared technical specifications for robust automated product data feeds, ensuring optimal performance and usability for future campaigns.
- Google Ads Overhaul:
We initiated a complete overhaul of the client’s Google Ads account, starting from scratch with thorough keyword research. This overhaul was a full-scale reengineering that ensured every top-spending keyword hit a perfect 10/10 quality score, with all ad strengths reaching “Excellent”.
This strategic rebuild catapulted all account metrics and helped us gain a strong competitive digital marketing edge for our client.
- Facebook Ads:
With tracking and data feeds in place, we launched Catalog Sales campaigns targeting both new and returning customers. Ad sets were carefully crafted based on the client’s preferences and newly rolling in GA4 data.
- Conversion Rate Optimisation:
Our team identified and resolved critical issues, including a non-operational shopping cart on iOS and a problematic mobile navigation menu. This led to immediate improvements in user experience and a nearly twice better conversion rate on mobile devices.
The results:
We observed remarkable results within the very first month of our collaboration:
Mobile conversion rate:
A 94.3% increase in mobile conversion rate – from 0.79% to 1.54%, catering to over 85% of website users.
Year-over-Year (YOY) metrics:
- 29.17% increase in purchases
- 49.35% increase in average order value
- An impressive 92.91% growth in revenue that surpassed the client’s highest target by 17.91 percentage points
The remarkable results achieved within just the first month of our collaboration underscore the effectiveness of a comprehensive marketing eCommerce audit and strategic planning.
The 92.91% increase in revenue, along with significant improvements in conversion rates and average order value, speak volumes about the potential for digital transformation, even in well-established businesses that sell primarily offline.
It is also worth mentioning that these results were achieved with only a fraction of the strategy in play—estimated at about 10% implementation of the growth plan.
Conclusion
It is critical to recognise that the initial steps in this process are not uniformly identical for every eCommerce business. The essence of our approach lies in conducting a business-specific 360-degree audit, crafting a custom detailed growth plan, and prioritising tasks effectively – a primary advantage that ROImonks eCommerce agency offers.
This success indicates the immediate impact of addressing critical tracking, advertising, and website functionality issues. It’s also a promising indicator of the potential for additional growth as we continue to roll out our initiatives.
If this case study made you curious about how we can help your business grow, check out our concept of Profitable Scaling as a service!
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