How to increase door sales by 5 times
Case client — Papa Carlo. WAMP agency set up analytics, launched advertising on Google search and media ads on YouTube and GDN and also SMM on Facebook/Instagram.
Challenge
The client has been retailing interior doors for over 15 years. His main customers are family people with an average age between 30 and 49 years old. They most often make renovations (major renovations) or less often just change doors.
The client’s task: consultation on openings, selection of color, configuration and style of doors, customer support from the moment of choosing doors to their installation.
The main difficulties of the direction: too long transaction cycle from 1 month to a year; great competition within the average number of inhabitants, the city.
The main tasks of advertising:
1. To show the residents of our city that we are on the market;
2. To convey our expertise, “Why you should buy from us”;
3. Increase the number of visits and therefore sales per month.
We checked the analytics and tracking of all conversions on the website
Manually collected relevant keywords by product category. We created a clear and easy to manage advertising account structure. Created separate campaigns with words in exact match to be sure on which queries we show ads and spend money. We created broad match campaigns where we collect all low frequency queries that cannot be set as keywords due to Google’s restrictions. We created a campaign with dynamic keyword selection, through which we collect queries that may not have been considered in the manual list of keywords. Then, based on the statistics of this campaign, we find insights, add new keywords or minus words.
On GDN Youtube, Facebook and Instagram we also first set up all pixels and transfer of conversions. Set up targeting on people who are interested in door installation on Google or have visited competitor sites, and set up remarketing on people who were on the site but didn’t call or leave an application. We also launched a smart media campaign in which Google uses Google Analytics data to build a social demographic portrait of site visitors, searches for similar people online, and shows ads to those most likely to convert on the site.
We compare the two periods, July 2019 and July 2020
Attendance compared to July 2019 is down 12%, while sales are up 5x.
Applications dropped 42% compared to July 2019, with sales from applications increasing from 1% (July 2019) to 5% (July 2020) from total applications.
analytics
keywords research
work on creatives
campaigns optimization
The transaction cycle averaged between 3 weeks to 3 months for summer 2020. Average check has doubled $302 was $575 has become
Customers who call, come in and leave requests are very warm and all targeted. Again in comparison to July 2019.
For the next six months, our client plans to: create a new website, open new showrooms, launch as an additional channel Instagram + continue to actively engage in advertising in FB and Google search ads.
To flood the vastness of the internet within their city so much that people would only come to us.
