Jackie Smith
Ecommerce
Google Ads
Facebook Ads
Argentina
US
2019
Recipe for Success: How Jackie Smith increased their purchases online by 112% YoY while dropping their CPA by 25%.
Summary
Jackie Smith is a designer bag firm based in Buenos Aires, Argentina. The company launched its online store during 2016 and one year later, we started to work with them to increase website traffic and purchases on the ecommerce platform. Here is how our partnership served up results!
Challenge
The lowest priced bags and accessories were selling online like fresh baked bread but the average price ticket was too low to cover managers expectations at Jackie Smith. The challenge here was to increase the average purchase ticket while trying to sell bags with the highest prices. Also, they wanted to optimize and boost their Google campaigns since the costs per acquisition were too high compared with the profits generated by some products - specially the cheapest ones-.
Solutions
Create a customer lifecycle to identify pain points and scenarios to improve.
Brandon created a path exploration dashboard with different steps to recreate customer lifecycle from demand generation to advocacy. There we could identify some pain points like a lack of a mix of paid media channels, audiences, SEO strategy and email marketing. Also we identified some UX issues on the home and product pages.
Develop a new funnel conversion using a mix of paid channels.
We created a new funnel conversion with at least three steps: awareness, consideration and conversion. For Awareness we run campaigns on Facebook Ads, Google Search and YouTube Ads using video ads, single images and text ads. For Consideration, we implemented a remarketing strategy using dynamic ads on Google and Facebook. For this, we created a bunch of dynamic ads using best sellers and high price products to put in front of their target audiences those products they wanted to promote and sell faster.
For Conversion we created campaigns on Google Shopping and Facebook Ads using different events and audiences like ‘abandoned carts’, ‘payment information’ and others key page views.
Test, test and more testing.
To increase average purchase value we tested groups of products using dynamic ads, statics ad creatives like carousels, search texts, videos and audiences like email database, demographics, purchase intention and online behaviors.
