Development of a landing page, then online shop and launch of advertising
for the Importer and manufacturer of spare parts for agricultural machinery
Landing page
Challenge: Develop a high conversion rate website with 5000 items. Form price lists by brands, create an easy to use and understand website with mobile-first layout.
Solution: The structure of the site was changed 5 times while wireframing. We analyzed the demand in Google and saw that there are very few brand queries, thus first of all we made a generic equipment content section with for which we can pick up spare parts. After that divided items by brands and spare parts.
We have created a USP with defect detection offer (manager goes to clients after request form submit, carries out maintenance and identifies a breakdown issue). Formed catalogs by brands, prices by categories, connected messengers for the convenience of communication. We added photos and videos of employees to increase the company trust. Added real reviews. Made an admin panel for editing products, installed 2 languages.
Online shop
Challenge: Develop a convenient e-commerce shop to sale spare parts for trailed agricultural machinery.
Solution: Designed the website structure for 10,000 items, divided the structure by brands and categories. Added editable tabs: popular items, promotions, articles. Designed a product card and a shopping cart with delivery options. Added an admin panel to update items list and CRM. Launched ad campaigns.
Advertising campaign setup
There were some nuances to the advertising. Since there were so many products—about 100,000 items—the main task was to structure them correctly: look at the frequency of search queries for each product, determine which ones to focus on first, and which ones would be “dead weight” with a “low demand” label.
It was important to build the structure of advertising campaigns so that they covered not only the promotion of individual products in the online store, but also the advertising of categories, product groups, and names of equipment for which these spare parts are suitable. For example, someone might search for simply “bearings for agricultural machinery,” someone else might search for a specific “6x9 bearing,” and someone else might search by part number or for “spare parts for a seeder.” All these queries are similar in meaning, but different in scope. Therefore, we created campaigns that covered all types of queries and carefully structured them: for specific equipment, for product groups, for part numbers, and for names.
In the process, we restructured the campaigns several times, as the product range was updated and changes in advertising were required. There were many queries, especially general ones, but they did not always lead to conversions. In addition, there were items that were out of stock or low-margin products, such as bearings priced at less than a dollar. It makes no sense to spend advertising budget on such products.
70 leads
in 1 month
$2
CPL
100,000
products
250
categories
As a result, we identified a list of top categories and top brands. Since equipment is manufactured at different factories under different brands, we were primarily interested in spare parts for modern equipment from China, Europe, and America. Spare parts for equipment manufactured in Ukraine or the CIS were irrelevant: they were either outdated or very cheap, as they were sold as leftovers.
The client is also an importer of several European brands of agricultural equipment, so these areas were chosen for advertising. After several years of work, we identified several brands and categories on which we focus, and compiled a list of the top 100 products that should be constantly featured in advertising.
Yes, with this approach, we sometimes receive fewer inquiries and sales, but they are marginal, interesting for the business, and provide opportunities for upselling, customer retention, cross-selling, and upselling.
Conclusion
Even if you have more than 100,000 products, you can always analyze the number of Google search queries. Not all items are searched for with the same frequency, so it is important to identify the top products by popularity, structure them by category and group, and then work with the client to assess their margin and sales prospects. Advertising campaigns should then focus on these items.
