How Does a New Player Emerge as a Commercial Real Estate Leader in the UAE
Client
The Place Group is a chain of premium and luxury office spaces, co-working spaces and meeting rooms in Dubai and the UAE. The brand’s priority is corporate clients, with freelancers, influencers, events and photo shoots in the background.
Task
- Enter the commercial property rental market in Dubai and become competitive.
- Rent out all network premises within the marketing budget using digital marketing tools.
Initial Data
The Place approached us in October 2020 with the task of launching a brand within the commercial real estate market in Dubai. The client considered using all available digital tools, but needed to be within a marketing budget. The main requirement was that we needed to attract relevant traffic and leads.At the start of this project, the Place Group team was confident that it would be able to attract either freelancers or real estate agents as clients, but we were able to get some big companies as well.
Solutions
At the start of the project, we connected three main marketing tools:
- Facebook Ads (targeting by relevant professions, positions and interests, Look-alike audience, remarketing);
- LinkedIn Ads (Targeting by relevant professions, positions and interests, Look-alike audience);
- Google Ads (English and Arabic search campaigns, Dynamic Search Ads to gather non-obvious semantics, outreach campaigns on the Google Display Network, remarketing).
Unobvious keywords are low-frequency keywords that may have been missed by manual keyword selection, and automatically picked up by Google neural networks based on the site content.
For the first step, we placed our focus on social media. Facebook was the priority channel for finding freelancers who might be interested in co-working. The targeting settings on LinkedIn were aimed at an audience of estate agents and company owners.
There are now two business centers open:
THE ONE TOWER
DMCC
The company has scheduled the opening of its third Dubai Chamber Center for May 2022.
On Facebook, we used quite specific targeting. We selected users who indicated in their profiles that they were freelancers, Influencers, and creatives. In addition, we tested the audience of top managers and managers who indicated “real estate” as their type of employment.
An example of interest-based targeting
It’s important to note that the location-based campaign settings were spot-on: the client specified the desired areas of Dubai where the potential target audience was located. But this geo-targeting did not produce the desired results.
Example of geo-targeting
We explained the lack of results from social media campaigns by the fact that potential client audiences prefer to search for a co-working space or office primarily through a search engine, trusting Google more. In this case, banner advertising proved ineffective.
LinkedIn ー is one of the most expensive advertising platforms, where the cost per click can be as high as $5 or more. Invest in this platform only if it returns consistent good results and a return on your investment. In the beginning, this social network was a priority tool for us, as its the potential target audience of company owners and top management.
For the test run of the campaign, we generated audiences by:
- positions;
- on real estate agents;
- on combinations of: company name + position, real estate agency + position.
Example of a LinkedIn ad
An example of LinkedIn targeting
However, in test mode, this tool, like Facebook, did not return the desired results. Therefore, we decided to redirect the budget for conversion campaigns to Google Ads.
Comparison of the number of leads from LinkedIn and Google channels
Google Ads
In three months of testing different types of campaigns, Google Ads proved to be the most effective:
- DSA campaigns to gather non-obvious semantics;
- remarketing;
- search campaigns in English and Arabic.
Example of an adaptive text ad with an image (using a logo)
Google search campaigns became the most effective tool: clients were looking for an office ‘here and now’ or in the short term. Media remarketing worked for an audience that was already familiar with the resource.
Importantly, the use of Arabic-language campaigns helped to find natives who have a budget for premium office rentals and do not always use English.
Example of a text ad in Arabic
The campaign on the Google Display Network did not produce the desired results, as it was aimed more at a «cold audience». In our case, the potential target audience was uninterested.
The customer, for their part, regularly provided us with relevant USPs, taking into account the needs and preferences of their audience:
- Proximity of the office centre to the transport interchange.
- Discounts at the conclusion of the contract.
- Underground parking (in a hot climate ー one of the important USPs).
- Availability of a bar.
- The availability of air conditioning and much more.
We used these suggestions both in the ad texts and in the advertising extensions.
Example of an extended text ad with different extensions
To further engage the audience, we have also included an image of the office centre’s premises in the new Google Images extension.
Results
Usually, it can take two to five years to promote a new brand, depending on the marketing strategy. In our case, through effective interaction with the client, a competent marketing strategy and focused targeting, we were able to fill the premises faster than expected and recoup our investment.
In 16 months of work, we were able to bring the brand to the commercial property rental market from scratch and achieve a competitive level. As early as January 2022, all of The One Tower’s vacant offices were delivered. Demand for the client’s commercial property was higher than expected.
Contextual advertising is still the main source of customer acquisition today. However, we also generate targeted traffic through this channel, which is then converted into leads through other channels. Contextual advertising provides us with the «first touch».
Since social media as advertising platforms proved to be too expensive and low conversion rate for us, we continued to work with them only in the format of image support.
Example of statistics on leads from different sources
“We’ve had an interesting situation! We don’t have any shared office available in The One Tower location. We even rented out our own administrative office in The One and moved our own office to another location! We need to decrease budgets until the next stock is ready, as we currently simply have no space to rent”.
Sergii Voronovych, Board member of The Place
What’s next?
In May 2022, the client plans to open a third Dubai Chamber office centre. To lease this new office space, we plan to use tried-and-tested tools: Google Ads search campaigns and remarketing, and to increase brand awareness and attract a fresh audience in the first 1-2 months, we will additionally connect Google outreach campaigns.
How to Triple Revenue and Lower Cost Revenue Ratio With Google Ads in a Toy Store
Client
Budynok Ihrashok is the largest Ukrainian toy retailer.
Challenge
To increase the YoY revenue in Q4 by +40%
Solution
- Categorizing of all products. A dynamic budget and strategy management based on the demand of each category were used.
- The launch of search campaigns by categories.
- The launch of dynamic search campaigns.
Results Q4 YOY
Testimonials
I have collaborated with the Promodo agency on many projects. The level of service is always high. The team is available 24/7. They reach the set KPIs and our ad campaigns are regularly optimized. Promodo one love ❤️
Аnastasia Litus, Head of e-com marketing at Bi.ua
We have been working on the Budynok Ihrashok project during 2021 with the Promodo team. We cooperated in the areas of Paid Acquisition (contextual and targeted advertising) and Retention Marketing. I want to highlight the high level of qualification of the specialists we worked with. We were always the first to know about new products and trends of ad promotion. Together with the team we conducted many successful experiments, and received accurate media plans that always correspondent to the fact. Thanks to Promodo, we were able to achieve high growth rates despite the difficult and unpredictable year.They are flexible, multi-tasking and know how to achieve the goals set by the client.It is always easy and comfortable to communicate with colleagues from Promodo, the line between the client and the agency is blurred due to the high involvement in the project. I can recommend the Promodo marketing agency for solving many business problems in digital, as they are experienced professionals.
Alisa Dashevskaya
Digital marketing manager at Bi.ua
How to Increase Traffic for Inquiries Related to Real Estate in the Priority Regions
Challenge
- Within six months improve the website ranking in the SERPs for targeted queries related to the sale of real estate.
- To increase the visibility of the site in search engines in priority cities: Odesa, Lviv, Kharkiv, Dnipro, and the Zaporizhzhia regions.
- To use internet marketing tools to attract the target audience from significant competitors and keep this audience loyal.
Solution
- Analysis of user demand, search traffic of the competitors, and compilation of relevant semantic core for site promotion.
- Identify pages that don’t rank well for specific query groups/clusters.
- Taking steps to get the pages to the top of the search results for relevant search requests.
- Correction of technical errors on the site.
1. Semantic Core Analysis and Search for Growth Points
To understand in which types of requests DOM RIA ranked lower than their competitors, where its ranking was unstable and where it was not ranked at all.
Example of clustering by type of real estate for the city of Odesa. This content was translated to English
After that stage, we scanned the new semantic core for SERP (Search Engine Results Page’s) and identified the keywords for which DOM.RIA ranks below the TOP-3 positions.
To understand the position of DOM.RIA among their competitors, and what needs to bedone to bypass them, we analyzed this on these key queries.
2. Identifying Pages for Further Promotion
The DOM.RIA pages have already been ranked according to the required key queries, and the pages with the highest number of impressions were identified as growth points.
The general indicators of the site’s positions by priority regions were as follows:
The team started to work with those DOM RIA pages, which had already ranked in the top-3, top-5, and top-10 of the search results, as their optimization to further improve on ranking takes less time.
3. Taking Pages to the Top-3 of the Search Results for Relevant Requests
The third stage, we analyzed the site in detail in comparison with their competitors and identified the following factors that needed to be optimized:
The Competitors contained mostly unique text content, while texts on DOM.RIA was generated with variables according to a template.
In addition to the main directories, we also evaluated the potential of impressions by tag/district/street pages and optimized this text content. Below is the result of a study for one group of such pages from the priority cities.
4. Correction of Technical Errors on the Site
The technical audit of the site revealed several errors that were critical and affected the ranking. Among these are pages that are similar in terms of user goals, duplicates, errors in micro-markup / on AMP pages.
PASTING TOGETHER PAGES THAT WERE DUPLICATES OF THE SEARCH INTENT
The presence of similar key queries on different pages negatively affects the site’s ranking, as the search engine cannot determine which of the pages to show to the user. One of the tasks of our DOM.RIA team was to analyze and identify groups of such key queries, during which our team identified pages with the keywords “not expensive” and “cheap”.
Example of the most relevant search requests and resource positions in the search resultsof the city of Odesa
DELETE DUPLICATE PAGES
Some regional landing pages with unique URLs duplicate parent categories. As a result, one of several versions of the URL Google had considered the main – canonical, and the rest – copies of this.
In this case, the crawling budget was spent on scanning alternate copies of URLs and didn’t promote the actual desired pages.
A crawling budget is a certain number of pages for each site that a search engine robot can index per unit of time.
The graph below shows that search engines did not fully rank the page with the identified problems.
Dynamics of impressions and clicks before gluing duplicates of intent and duplicates of pages
After the Clickflare team completed the work on gluing the duplicates of intent and the duplicates of pages, the situation of unstable page ranking changed. There was an improvement in the growth rate of impressions and clicks across the group of these pages:
Dynamics of impressions and clicks by a group of optimized pages
CORRECTION OF ERRORS IN MICRODATA SCRIPTS
- Fixed an issue with generating non-existent URLs. Before this fix, these addresses were scanned by search bots based on server logs and the Google Search Console
- In adaptive layout pages added a micro-layout of the navigation chain.
- Some pages have replaced the outdated data vocabulary, which is no longer supported by Google, with schema.org. Eliminating this problem contributed to the correct formation of advanced snippets.
Micro markup (structured data) – is a search engine language, which uses unique semantic dictionaries to convey the concept of search engines for looking at content more clearly.
- Fixed issues with generating page markup when the Unicode of characters responsible for emoji broke script validity.
Previously, this resulted in parsing errors for search engines, and advanced snippets did not appear in search results.
IMPROVEMENT OF INTERNAL RELINK
Improved relinking between ad pages, tag pages, and regional directories: Removed internal links from copies of canonical URLs that were glued to categories. At the same time, we adjusted the layout of the relink blocks themselves, included these inside the
ERROR FIXES ON AMP VERSIONS OF PAGES
AMP pages is a more recent format for web pages that load quickly and are easy to view on mobile devices.
Fixed error occurred when generating the hreflang attribute, which tells search engines to link to other language versions of the page. Previously, broken links were formed on the AMP versions of the pages, which affected the visibility of the site in the issue.
Also, no image URL was generated for the “src” attribute in the “amp-img” tag: AMP pages were not validated by search engines, which affected ranking in search results. Eliminating these errors allowed the pages to return to search results.
OPTIMIZATION OF THE LOAD SPEED
In terms of loading speed, the DOM.RIA site was only slightly inferior to their competitors. As a result, we increased the number of audiences to 83%, for which drawing the most significant element on the page took less than 2.5 seconds. And the number of users who waited more than 4 seconds to draw dropped to 6%.
CrUX page load speed
Chrome User Experience Report (CrUX) is a publicly available set of real-world user performance data.
Results
Together with the DOM.RIA team for six months in five priority cities, we managed to improve the position of the site on targeted requests for the sale of real estate in the TOP-1 by an average of 41%.
HOW DID THE VISIBILITY OF THE DOM.RIA WEBSITE GROW OVER THE COURSE OF SIX MONTHS IN THE CONTEXT OF PRIORITY CITIES
RANKING POSITIONS NO. 1 IN GOOGLE:
ATTRACTING NEW AND RETAINING A LOYAL AUDIENCE
The result of the task of attracting the target audience from the main competitors was a 95% increase in new users (year-over-year). The total number of sessions also increased by 36%.
YOY dynamics on organic traffic (Google Analytics data) excluding AMP pages
Taking into account mobile traffic, according to SimilarWeb, the dynamics of the organic traffic was as follows:
Dynamics of organic traffic taking into account the traffic on the AMP version of the pages
Success factors
- We quickly synchronized work with the in-house team at DOM.RIA which allowed us to solve problems and keep the focus on the tasks rapidly.
- The teams had a clear understanding of the primary growth points of the project and their impact on the final result.
- Quick correction of technical remarks in the work of the site on the side of DOM.RIA.
- In this case, the SCRUM methodology was used for the Promodo and DOM.RIA teams greatly simplified the interaction and increased control and speed.
What’s next
In the future, the DOM.RIA team intends to expand the geography of work to other promising regions. And the search for new growth points of the resource in other areas can attract a new audience to the site, which was not previously considered a target.
We helped Your Lawyers generate more than 21,150 high quality leads, over a period of 6 months, using a performance marketing strategy with a jaw-dropping 42% lead to conversion rate
Client
Your Lawyer
Our Role
Facebook ads, Performance marketing, PPC
Project
We helped Your Lawyers generate more than 21,150 high quality leads, over a period of 6 months, using a performance marketing strategy with a jaw-dropping 42% lead to conversion rate.
- In a notoriously competitive market, like many other law firms, it was no surprise that Your Lawyers were struggling with not just low levels of leads, but also low quality leads. They came to us with a requirement of an increased volume of leads for their group action cases.
- Having already tried PPC and Facebook ads, they were sceptical of being able to achieve profitable CPAs. With our competency, breadth-of-knowledge and efficiency, we ensured we exceeded expectations.
- Rising to the challenge, we devised and implemented a thorough end-to-end paid performance marketing strategy, using key insights from past campaigns, with renewed intelligent insights, setting them up for capturing more leads on their present and future campaigns.
Read on to find out how we helped Your Lawyers get a huge volume of leads with an exceptionally high lead to conversion rate, in just six months!
The brief
Your Lawyers is a consumer action law firm specialising in consumer action claims and group litigation actions.
The company was disappointed with the CPAs on previously run Facebook and PPC campaigns, which had failed to generate a significant level of leads.
The leads they did generate were of a poor quality too, so they came to us – a specialist paid media agency – to tackle these key challenges. Our strategy was to cover all bases of the lead generation funnel, draw on industry insights and deliver results that surpassed their expectations.
Examining the brand’s previous campaign strategy, we quickly discovered that the leads generated were not converting due to poor keyword choices, resulting in unprofitable CPAs. We went back to the foundations of the campaigns, and executed extensive keyword and competitor research to identify the keywords that would generate the highest volume of conversions at the lowest CPAs.
For their Google PPC Campaigns, we used search campaigns to drive relevant traffic to their website basing these on search intent, whilst Dynamic Search Ads were used as a catch-all to help uncover additional profitable search terms to target in months to come.
Simultaneously, we ran Facebook ads to support lead generation and drive users in at the top of the sales funnel, and used remarketing campaigns to nurture any non-converters further down the funnel, until they were ready to submit their details.
In a bid to ensure no stone was left unturned, we initiated a 3-step Facebook funnel, so we could target users based on interests and lookalike audiences, serving top-of-the-funnel, and then retargeting these users through two additional stages based on how they interacted with the business in the past.
Over the course of just six months, our insights and efforts led to remarkable results for Your Lawyers. We helped them carve out a profitable market share within this fiercely competitive market.
- An astounding 21,150 high-quality leads generated via paid media campaigns
- CPA on Google Ads reduced to £8.54
- CPA on Facebook ads at a healthy £10.15
- Better-than-average industry conversion rates across both mediums:
- Google Ads Conversion rate at 19.17%
- Facebook Ads Conversion rate at 11.98%
- With a phenomenal 42% lead to conversion rate overall!
With the help of our brilliant team here at Pixated, Your Lawyers have been set up for future success. With results this good, they now have amazing traction and a generous market share of leads generated online, with an enviable lead to conversion rate.
Email Marketing Case Study: How We Increased Conversions From Email Channel By 33%
Client
AVON is one of the largest direct selling cosmetics companies in the world with a 130-year history and a turnover of $5.571 billion in 2018.
Challenge
Create a new content strategy and increase website traffic coming from the email channel; Preserve audience engagement and loyalty to the brand.
Audit
We analyzed the latest emails sent by the company and identified potential growth points.
Design of promotional email campaigns
Previously, the company used several templates for their email campaigns. The emails didn’t have “Zest”, and only the design of individual elements was changed. It was necessary to introduce a new style so that each email was unique and complete.
No segmentation of the contact database
Among the subscribers to the AVON mailing list, there were not only clients but also the brand coordinators, who were to receive different content.
Inappropriate use of the first screen in the email
Usually, a banner with one or more best-selling products was placed at the top of the email. As a result, users did not scroll down to check for all the offers from the email, but instead reached the website by clicking on the first screen.
Solution
Optimization of mailing frequency
Previously, the frequency was 3+ emails per week. To maintain engagement and reduce the exodus of the contact base, we decided to reduce the number to 1 email per week and developed a new content email strategy. As a result, AVON subscribers started to receive only three promotional emails with different content types while each new catalog was valid:
- New items in the catalog
- Bestsellers
- Products from the “Sale” section/promotional offers
Segmentation of subscribers
We introduced a new type of mailing for the brand coordinators. Such emails not only introduced each new catalog, but included special promotions and programs for company representatives (“Leadership Bonus”, “Golden Marathon”), as well as an outlet catalog. Thus, we made the work of brand coordinators more comfortable, collecting all the most important materials for them in one email.
News for coordinators
A/B testing
After analyzing the brand’s email campaigns using the click map, we found out that most of the time, subscribers visited the website after clicking on the first block, without scrolling to the end. This means that they had time to get acquainted with only a few new products, missing information about other exclusive offers from AVON.
This is how a preamble appeared in each letter
In order to solve this problem, we added a separate block with the AVON team addressing subscribers at the beginning of the email. In the first email with a preamble, we communicated the change in the format of the mail exchange to the clients, this way avoiding any misunderstanding. The preamble helped to increase audience loyalty, introduce the AVON team to the subscribers and give a brief overview of all the new products and great offers the email contained.
Catalog preview
To achieve the maximum coverage of subscribers with each new campaign, we have added a block with a preview of the current catalog to all promotional mailings.
According to the click map, the block with the catalog preview resulted in up to 60% of the clicks of all subscribers who opened the email.
Results
What’s next?
We continue to develop and test hypotheses to get the most positive response from the audience: not only in terms of activity but also in favor of the commercial component.
How We Increased Income from the Email Channel by +30% in the Pet Care Industry
Client
Zootovary.com is a full-service pet store with a vast network of retail pet stores and branded courier delivery service.
Challenge
- Increase sales through the email marketing channel;
- Increase user loyalty to the brand;
- Develop personalized emails.
Initial Data
At the start of the project, the client’s subscriber base was not segmented, although this is extremely important for the pet products niche. After all, offering cat products to dog owners is illogical, to say the least. Especially when the brand intends to increase sales from the channel.
Solution
As part of the project, we used a survey method to obtain detailed information about the brand’s subscribers. This data allowed us to develop and launch personalized triggers to increase sales from the channel.
Questionnaire
We developed a questionnaire and added it to the two promotional emails that were sent at weekly intervals. We offered a discount to make subscribers leave their data.
After the first two weeks of promotional emails, the efficiency of filling in the questionnaire by active users showed increased significantly.
In a while, we added a visual block with a questionnaire to all promo and triggered emails we sent to those subscribers who failed to fill in the questionnaire.
Implementation of Personalized Triggers
To increase user loyalty to a brand, you should resonate with their immediate needs. The customized approach will ensure customer retention, expand your customer base, and drive sales from the channel.
Since we’ve already segmented the subscriber base, the next step was to implement several personalized triggers.
Pet’s Birthday
The trigger marks the most personalized approach while it appeals to a pet’s name and date of birth. On the day of a pet’s birthday, the user receives a congratulatory email with the pet’s name. Depending on the pet type specified in the questionnaire, a banner with a cat, dog, etc. is pulled into the email.
Depending on the pet type, the congratulatory email contains a banner with a cat, dog, or their shared photo, as well as the corresponding text. The pet’s name is automatically added to the subject line and body of the email.
Pet Food Purchase Reminder
The trigger is sent regularly, depending on the pet type and the weight of the product package.
The trigger uses the following data:
- Type of pet
- Weight of the purchased food.
Results
Personalized triggers have shown better results compared to other triggers. On average, other triggers have shown 28% of the Open Rate (the percentage of opened emails), up to 10% of the click-to-rate (the percentage of conversions), and a transaction rate of about 15%.
Filling in the questionnaire and setting up basic and personalized triggers helped us to gain greater outcomes: increase monthly revenue from the email channel by up to 30% and attain questionnaire completion by about 20% of active users.
+921.4% Organic Traffic and Lead Generation from Blog for the MacBook Parts Provider
Client
AppleParts is a brand selling MacBook spare parts, headquartered in Middleborough, Massachusetts. Having over 1,000 SKUs of genuine Apple parts, the company offers international shipping, partnering with FedEx.
We’ve already described how SEO experts managed to improve the online visibility of the brand with technical, on-page, off-page, and international SEO strategies.
Let’s take a look at how Clickflare’s SEO team promotes blogs that have achieved remarkable results with the Blog section on the AppleParts website.
Challenge
➔ Leveraging a blog as a growth opportunity to compete in the electronics industry;
➔ Increasing organic traffic by creating content for informational keywords.
Initial Data
The website had a Blog section, but it needed technical optimization. Besides, as the blog had only two posts, it required filling with interesting and valuable.
Solution
We have created a content strategy to regularly fill the website with unique and SEO-optimized articles. The goal was to attract additional traffic through informational queries and convert readers into users of the service.
Target Audience Analysis
Audience analysis is critical before creating content briefs for blog posts, as it helps ensure that the articles match the interests, preferences, and needs of the target audience, ultimately increasing the relevance and effectiveness of the content.
Keyword Research
First, we selected low-frequency keywords for articles. Even though they are less popular, they also face lower competition from other websites. In this way, we managed to drive organic traffic to the blog quickly and with less effort.
After the blog started generating steady organic traffic, we added high-frequency keywords to the content in our strategy.
Blog Posts Creation
We started to regularly publish optimized articles on the blog, namely 4 times a month. Promodo’s SEO team selects topics based on competitor analysis, business priorities, search frequency, and keyword competitiveness.
We try to make posts not only well-optimized for search engines but also valuable for readers. That’s why we focus on the following theme types:
- DIY MacBook repair;
- replacement guides;
- solving problems that MacBook owners may face.
💡 Even though Promodo’s team of copywriters crafts high-quality content for the blog, the client approval of the niche articles is crucial. They can provide a specific, unique answer to the customers’ question and pain points. For example, when we created the article about Apple Trackpads, the client revealed a specific reason for problems with them, when competitors only had general information about software issues. This is what allowed the article to get into the Featured Snippet.
Examples of Articles on Apple Parts Blog
💡We recommend adding Call-to-Action blocks that encourage readers to take a specific action with each article. For the AppleParts Blog, we placed CTAs offering to visit the product page mentioned in the article.
Translating and publishing articles in three languages, namely English, French, and German, enabled us to reach a broader audience and attract organic traffic for additional keywords in these languages.
Improvement of Authoritativeness and Trustworthiness
To meet Google’s E-E-A-T algorithm, we also created authors’ pages on the website. An author page is critical to demonstrating experience and building trust with both the reader and Google.
Clickflare’s SEO experts also created an author profile on Quora, which helped attract a target audience, validate the author’s expertise, and enhance brand visibility. Additionally, our team consistently updates the Quora account, dedicating approximately 10 hours per month to this effort.
Example of the Author Profile on Quora
Strengthening Link Profile in the Blog
Once we achieved consistent organic traffic to the blog and analyzed the potential of published topics, Promodo’s SEO team decided to integrate it into the link-building strategy.
Initially, we acquired only 4 backlinks per month, gradually increasing the number to 6.
The strategic placement of these backlinks on thematic websites allowed for achieving a substantial boost, all within a reasonable budget.
Referring Domains. Source: Ahrefs
Results
In a year of collaboration with the client, the Promodo SEO team accomplished an impressive +921.4% growth in organic traffic.
Growth of Traffic in the Apple Part blog. Source: Google Analytics
Currently, the blog generates a significant 72.3% share of the overall organic traffic channels, and notably, it has also begun to bring leads for the company.
Share of Organic Traffic Generated by Blog
From Browsing to Buying: How Better UX/UI Design Improved Conversions for a Fashion Brand
Client
Fabio Monti is a premium leather clothing distributor working with both retail customers and small resale businesses.
Challenge
Creating Broad Appeal
Designing a modern website that resonates with a diverse audience.
Enhancing User Interaction
Building an intuitive experience to showcase premium leather products and engage customers effectively.
Establishing Trust and Reliability
Crafting a design that meets the expectations of both tech-savvy users and those seeking simple, reliable navigation.
From Exploration to Final Design
We have passed through various steps from exploring to creating the final design that would make users test and enhance the final version.
Solution
Building a Website Based on AIDA Model
AIDA is a marketing model that breaks customer interaction into Attention, Interest, Desire, and Action. Companies use the model for effective marketing campaigns to track consumer journey from Awareness to Conversion.
UX/UI Design
The landing page structure includes the following sections: Main Screen, New Collections, Categories, About the Factory, Have a Question, Our Showroom, Instagram, FAQ, and a Contact Form.
Emphasis on the Product with Added Visuals via Headings
The website design incorporates contemporary fonts that not only enhance readability but also complement the clothing theme, creating a cohesive and stylish visual experience.
The UI and UX Design are Crafted for an Intuitive, User-Friendly Experience
The clean, structured layout allows for easy navigation, while the visual elements are strategically placed to highlight key products. Every interaction is designed to enhance engagement, making the shopping journey seamless and enjoyable for the user.
Results
✔ More website visitors
The interface design has significantly increased website traffic, attracting a wider audience. The improved user experience encourages more potential visitors to engage with the site, boosting overall interaction.
✔ Higher sales volume
The interface design has driven higher engagement by making it easier for visitors to interact with the call-to-action to get the catalog. The enhanced experience encourages more users to take this step, increasing overall interest and potential lead generation.
How To Reduce Advertising Costs By Optimizing A PPC Campaign
Client
Client ClickMeeting is a premier provider of a browser-based platform for hosting webinars, training sessions and online meetings.
Challenge
• to boost the number of free and paid accounts for new
attendees from Ukraine.
• to increase brand awareness within these countries.
Initial data
In 2017, the company ClickMeeting set a goal to increase free and paid conversions from Ukraine and Russia. They launched search campaigns targeting these regions. However, the results they have received were unsatisfying.
For instance, one of the campaigns included irrelevant keywords and unmodified keywords as a broad match type. As a result, one of the keywords ‘clickmeeting’ was activated by a competitor’s brand query ‘go to webinar’.
Target Audience
Target Audience review (Free Subscriptions)Target Audience review (Paid Subscriptions).
Solution
To promote the webinar software and boost free and paid subscriptions from the target regions, we had to create and configure a completely new efficient search and remarketing campaigns in Yandex, and in Google, which is popular in both countries.
Tools
- Search campaigns
- The GDN (Google Display Network) and RSYA (Yandex Advertising Network) campaigns
- Remarketing campaigns
Responsibilities
- To form a list of relevant and negative keywords from the previous ad campaigns
- To increase the number of relevant keywords in the ad campaigns
- To create new, better-adjusted text ads for the campaign
What We Covered?
Step 1
We created the expanded text ads with strong call-to-actions and implemented these in campaigns instead of standard text ads with low CTR.
Within two weeks, we had achieved better results compared with the previous campaign.Despite the fact that clicks had decreased slightly, conversions rocketed by 20%, and the cost of advertising reduced fourfold.
Step 2
In the new campaigns, we used three different keyword match types: exact, phrase, and broad match modifier. This allowed us to attract maximum traffic by relevant keywords, to find new keywords as well as negative keywords, and to identify the most cost-efficient per conversion keys according to the specific keyword type.The weekly check of search queries allowed us to expand the semantic core and exclude irrelevant queries.
Step 3
At the beginning of the campaign launch, we checked for duplicated keywords at the group-level and campaign-level. During the weekly optimisation, we had cross-matched negative words. For this, we used AdWords Editor tool and services that can divide phrases into words and search for any crossing of terms in several lists.
As a result, negative keywords were excluded from the account, and keywords with less competition received a lower CPC.
Step 4
We excluded mobile apps from a GDN campaign inasmuch as this advertising was ineffective, as we can see in the statistic below that was made a month before we started to work on this project.
This solution helped us decrease the overall cost per conversion across the account.
Step 5
Inasmuch as the original remarketing audiences with ‘Bid only’ setting included to the cloned campaigns, the sense of campaign splitting was lost, and the statistics data was vague.
To simplify management of the advertising account in general, and keywords in particular, we added ‘Target and Bid’ remarketing audiences to search campaigns. As a result, today, remarketing audiences has returned 40% cheaper conversions.
Step 6
In one group of the original GDN-campaign used ads of different types: html5, adaptive and static banners. Previously, these groups were divided according to the attribute used to the target audience and duplicated the same ads – of all types and creative sets. This mistake hindered to analyse the display ads efficiency.
Instead, we divided the ad groups by the types of ads and dates when these were added to the account. This solution simplified campaign management as there was no need to remember when and which display ad was launched.
A new structure allowed us to evaluate the effectiveness of different formats of display ads, and to find out which type of ads return the best results.
Visually, the structure is as follows:
Results
As long as we implemented new opportunities, the number of new free and paid accounts from Ukraine and Russia has been rising.
Google Adwords generated 54% of all targeted conversions and Yandex.Direct returned 49% of targeted conversions. Partial audience overlap occurred at the expense of users from Ukraine and Russia who saw ads from both search engines.
During January and February 2018, we exceeded the planned KPI for the number of new attendees from Ukraine and Russia using only 58% of the initial budget.
Paid Subscriptions
Due to the elaboration of keywords, we efficiently allocated the advertising budget and disabled the advertising platforms that did not return conversions. In this way, we managed to achieve growth of free subscriptions by 5%, and paid subscriptions by 33%. At the same time, the budget of new campaigns has not increased in comparison with the previous ones.
What’s next?
To achieve better results we need:
- Use customer match audiences
- Test smart display campaigns and GSP campaigns
- Continue improving campaign optimization
