Increase in sales (+400% ROAS) for a UK online pet shop on Shopify

29 July, 2024

Client

A new online pet shop is entering the competitive UK market. The brand is relatively unknown, the site receives no more than 100 visitors per day, and there are hardly any sales.

Objective

The primary goal is to transform the online store into a successful business by increasing website traffic, enhancing brand awareness, and achieving significant sales growth.

Challenges

  • Low brand awareness. Customers are unaware of the store and its offers.
  • Minimal traffic. Very few potential customers visit the website.
  • Almost zero sales with no conversion of visitors into customers.

Solution

The MixDigital team conducted an audit of the website’s web analytics using the DAPS method, which evaluates the configuration, usability, and accuracy of data collection. We found outdated Universal Analytics, which was replaced with GA4. We set up transaction tracking through GA4 integration with Shopify, enabling us to monitor the sales funnel. Additionally, we installed Google Tag Manager to track conversions such as button clicks, form submissions, and scroll depth. These measures will help us comprehend user behavior and enhance the Customer Journey.

Launching advertising campaigns

To achieve our goals in Google Ads, we chose Performance Max and Search campaigns. Since there was no historical data available, all optimization work was conducted in real-time.

In the first weeks of work, we initially launched Performance Max campaigns for all products. However, this broad approach did not yield the desired profit or generate a high volume of sales. Consequently, we made the decision to segment products by campaigns.

Optimization of the advertising campaign included:

  • Segmentation of products by margin to optimize ROAS.
  • Replacing strategies in Performance Max campaigns with ROAS targeting.
  • Analysis of profitability and exclusion of unprofitable products from advertising activities.

At the same time, we worked on search campaigns. The brand terms campaign for our client’s products achieved ROAS of over 600% due to strong brand recognition and continuous optimization. A category search campaign was launched to attract new users and raise awareness.

Demand Gen campaigns with product feeds and creatives were tested. While they attracted quality traffic, sales fell below expectations, prompting a swift conclusion to the testing phase.

Results

Thanks to an integrated approach to advertising optimization, we managed to achieve significant results. The store received more than 1000 sales per month with an average ROAS of 400% or more. Additionally, the number of users on the site increased by 1000% within a month.

Conclusions

An integrated approach to advertising optimization, including product segmentation, search campaigns, and testing new formats, has helped drive significant sales and traffic growth while maintaining a high return on investment (ROI) from advertising.

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