ProAudioLand is a leading e-commerce musical instrument retailer who needed help to increase qualified website traffic, increase conversion, lower PPC and re-targeting ad costs in a highly competitive market. They also had a huge problem with cart abandonment and recapturing lost business.
Solution
Whenever their is an issue on the site like cart abandonment we always start there first in order to fix any issue which may be keeping customers from completing their orders. We redesigned the entire checkout process from a five step checkout to a one page checkout system to achieve a much better user experience with less friction. We added an automated email system that would email customers who abandoned their cart after one hour with a friendly reminder to encourage their return with links to their cart as they left it. If the user doesn't take action a second email would send the following day with a promotional code that expires in 48 hours. If they still don't take action the third and final email is sent three days later with an increased discount offer and urgency to complete.
After analysis of their AdWords campaigns, it was clear we needed to shift the approach from short general incredibly competitive keywords to a tighter mix of match terms, long tail keywords and negative keywords in order to capture potential customers who had a better idea of what they were shopping for and were closer to buying which helped to qualify buyers and reduce wasted click spend. We restructured their AdWords campaigns and ad groups to have better control over keywords groups, bidding and ads to increase relevance, quality score and relative call to action on each ad to further reduce unnecessary spend.
We also incorporated a very segmented re-targeting ad campaign to further brand ProAudioLand and recapture lost or repeat business with tailored ads and promotions based on their actions from previous visits. We targeted users who had already visited their site, previously purchased, abandoned cart, visited a product page or signed up for a contest.
Results
Achieved a Click Through Rate of 19.6% generating a number of new sales. In the campaign’s first 6 months of activity the Cost Per Action was reduced by 36.43%, beating the client’s target. We were able to raise teh average order value from $129 to $344 and decreased cart abandonment by 22%. February 2015 saw click revenue increase – generated by both dynamic retargeting and the prospecting campaign – produce a Return on Investment of 178%.
19.6% CTR
36.43% less CPA
178% ROI
From the client
These guys have built such a strong relationship with our organization that we consider them an extension of our sales and marketing department. We know that service is just a phone call or e-mail away and they will deliver on promises with outstanding results.
