How to increase an average check and brand presence online
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The MVM MY HOME chain of home goods stores approached us with the task of improving its position in the Internet space and effectively using digital channels to attract new customers. Considering the presence of more than 20 offline stores in Ukraine and the need for active development of the online platform, we proposed a comprehensive approach to promotion. Among other things, the goal was to increase brand awareness, attract organic traffic, and increase sales through online promotion tools. How did the specialists of our digital agency cope with this – further in the material.
Client: the well-known MVM MY HOME chain of stores, has more than 20 offline points in Ukraine and an online platform. The company offers a vast selection of household goods.
We used the following tools for comprehensive promotion:
SEO promotion takes time, especially when it comes to highly competitive niches. The main reason is that search engines use complex algorithms to rank sites focused on long-term quality. However, our SEO specialists managed to achieve good results in 6 months, even despite high competition in the niche and technical problems, such as the site being on a subdomain and duplicating information from the main site. To obtain excellent results, specialists focused on the following aspects:
correcting of technical errors;
solving the problem with duplication of content;
collecting and clustering of the semantic core;
filling the site with unique content;
implementation of the external promotion strategy.
To implement the above, our search engine optimization specialists:
The semantic core was collected and clustered.
The content on the main domain was made unique.
A map of redirects was created.
A technical task for the implementation of canonical pages was formed.
Technical specifications for the implementation of the correct formation of filter pages were created.
URLs that should not be promoted have been blocked from indexing.
All technical errors in the web resource have been corrected.
The site pages were filled with content with keywords.
A strategy to strengthen the external profile was formed and implemented.
Data from Google Analytics
Data from Google Search Console
Comparison of the number of clicks and impressions for 6 months:
Dynamics of key requests at the beginning of work:
TOP-3 – 192;
TOP-10 – 385;
TOP-30 – 553.
Dynamics of key requests after 6 months of work:
TOP-3 – 255;
TOP-10 – 466;
TOP-30 – 780.
Thanks to a competently developed and implemented SEO strategy, we optimized the site for priority key queries and increased its visibility in search engines. Using a comprehensive approach that included technical optimization, creating unique and relevant content, working with external links, etc., we achieved a significant increase in positions in a short period of time. It allowed us to ensure a stable rise in organic traffic by 31.1%.
In the direction of PPC, the client previously cooperated with another agency but decided to change the contractor, seeking a fresh perspective on advertising campaigns and new growth opportunities. At the start of our cooperation, the advertising account was already well configured, but there were certain difficulties. In particular, advertising budgets remained unchanged. In addition, the client approached us after the end of the peak season – the New Year holidays, when the demand for a number of his products decreased.
Our task was to find new ways to increase the effectiveness of advertising campaigns without increasing the budget. So, among the goals were attracting new customers to the site, increasing revenue, increasing the average check, and increasing ROAS.
Our PPC specialists performed several works, namely:
An audit of the advertising account was carried out.
Adjusted analytics because previous settings had duplication and inaccuracies in data transmission.
Advanced conversion tracking has been set up.
A logical structure of the account was developed.
Search campaigns were worked up.
Existing campaigns that had good results were optimized.
The feed was worked up.
The operation of PMax without objects as trade campaigns was tested.
We grouped products according to different criteria (categories, cost, marginality), and also conducted tests to find out what works better.
DSA and Performance Max with objects as remarketing campaigns were tested.
It should be noted that the previous contractor set up everything quite well, so it was not easy to improve the previous work within the limits of limited budgets. However, we managed to do it. In 5 months of work:
we increased ROAS from 428% to 553%;
average check increased from UAH 613.55 to UAH 836.31.
Even well-configured accounts have the potential to improve results. It is necessary to constantly analyze the indicators of the goods that are sold and conduct testing.
Maryna Shevtsova, head of Lanet CLICK contextual advertising department, notes:
Don't be afraid to scale, even if the cost of conversion is increasing. In the long run, it will still generate more revenue and increase ROAS.
At the beginning of cooperation in the direction of SMM, we encountered several problems: a low interaction rate on the brand page, the need to stand out from the competition in a crowded niche, and insufficient brand recognition in the market. To improve several SMM indicators, our specialists decided to develop an effective strategy to increase the target audience on the brand's Instagram page, establish the correct positioning, and improve the level of audience engagement in interacting with the content.
SMM specialists developed a content strategy with an updated design concept and TOV, which forms a clear association with home comfort and cozy space. In the construction of the page, the following principles were followed: minimalism, warm shades, light textures and light tones. The texts were written in a friendly style, which evokes the feeling of communication with a close friend who shares your experience.
What the page looked like before cooperation with us and now:
Examples of the design of Stories, which were presented mostly in the format of storytelling and with the addition of stickers to increase interactions:
In addition, SMM specialists tested different hypotheses to find out what works best to increase the level of interactions with the content. This made it possible to determine which headings, formats, and presentations are effective for the development of the page and to arouse the interest of the audience. In particular, special attention was paid to the Reels format, which was used to reproduce the brand philosophy and increase other key metrics: reach and audience growth. Video shooting was carried out both in offline stores and in various studios according to pre-written scenarios.
As a result, the ERR of the page grew almost 10 times: from 1.9% to 10.3%:
Posts were also promoted to increase activity on the page and the number of followers. Experts have identified the formats that work best for audience growth and are actively using them. This made it possible to optimally distribute the budget and achieve active growth of the TA.
Influence marketing has become an important aspect. It helped to increase the audience of the page and the recognition of the brand. With the help of integrations with opinion leaders, which were carried out during 5 months of cooperation, SMM specialists attracted more than 3 thousand target subscribers to the page. Integrations were made with bloggers with different audiences (from 10,000 to 1 million), thereby determining the approximate cost per target subscriber.
This tool was also used in information campaigns on the occasion of the opening of new stores. In this way, it was possible to reach the target audience by geolocation and, accordingly, increase recognition.
With the help of comprehensive use of promotion tools, the number of subscribers increased by 5,658 users in 6 months of work.
Through a comprehensive branding strategy that included page concept design, photography and videography, post-promotion and influencer marketing, we grew the page’s audience from 49,646 to 55,304.
And thanks to the correct presentation of content, a successful selection of headings, the active implementation of Reels and the addition of interactive elements in Stories, it was possible to multiply the interaction coefficient on the page almost tenfold.
Also, the above-mentioned actions increased brand recognition among the target audience and encouraged purchases at offline points and online orders.
Previously, the client did not run targeted advertising. A minimum advertising budget was allocated to start using this tool. The main goals are to attract new customers, increase revenue and increase ROAS.
Initially, our specialists launched advertising campaigns with the goals of catalog sales and brand recognition with a radius near physical stores and optimization for video views. Also, our specialists tested various settings of advertising campaigns and audiences, due to which the cost of purchase for the second month was reduced by half. Also, ad texts were tested for different audiences and different product categories. Target experts made a more detailed division by audience and tested different combinations of retargeting. During the project, our specialists continued to optimize the AC and conducted additional tests to identify products and audiences that bring cheaper conversions to further scale these results.
Increased ROAS from 119% to 236%;
Reduced the cost of conversion from UAH 1,525 to UAH 365.
Thanks to testing and constant optimization of advertising campaigns, the client began to receive income from an additional channel of attracting traffic. Doubling ROAS and quadrupling the cost of conversion testify to the high efficiency of the work carried out and the potential for further growth.
Thanks to a comprehensive promotion strategy that covered SEO, SMM, PPC and targeted advertising, we achieved a significant increase in efficiency in all directions. In particular, thanks to SEO, we managed to increase organic traffic by more than 30%, despite all the obstacles. SMM tools made it possible to increase the interaction rate almost 10 times and attract more than 5.6 thousand new subscribers. PPC advertising increased ROAS from 428% to 553% and increased the average check by 36%. Targeted advertising made it possible to reduce the cost of conversion by more than 4 times and double the ROAS, opening a new revenue channel for the client.
If you also want to scale your business results, contact us. Our years of experience prove that the most telling results in the digital world are achieved with the help of an integrated approach. By choosing the best tools for your company, we will create and implement a powerful marketing strategy and help you reach new heights.
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