In 2019 the production increased to over 150,000 plants. This case study follows in detail the decisions, costs, actions, investigations, and results obtained from constant work and involvement for 14 months in order to achieve our client's objectives.
Growth Marketing, Search Engine Optimization
Google Ads
Facebook Ads
SEO
Gardviuverde.ro, a company that started its activity in 2010 within the niche of decorative plants, enters the market alongside the big players in the field. In the beginning, the company produced 6 types of plant species for the hedge, and along the way it focused its production efforts on the species with the highest degree of interest, Ligustrum Ovalifolium.
In order to fulfill the company's objectives but also its vision, it was necessary to increase sales and deplete the entire existing stock, especially for the spring and autumn seasons.
➞ Shortening and improving the product purchase process (an easier user experience during the checkout process);
➞ Lead generation and depletion of existing stock (150,000 Ligustrum Ovalifolium plants);
➞ Increasing brand credibility;
➞ Market penetration
➞ Better rankings in search engines
➞ Gathering the appropriate audience
Obsolete website: Our collaboration started in 2018 while our client's website was in the middle of a revamp. The conversion rate was extremely low because people had difficulty finding the information they needed. So before budgeting any kind of campaign, we completely rethought the structure and content of the website.
Our client needed a well-thought SEO strategy. In addition to reaching the right audience and acquiring quality traffic, technical optimization was needed to help search engines better understand the content of the website.
Being one of the main sources of conversions, the website needed a change both in terms of UX and aesthetics. We implemented keywords inside the most important paragraphs of the website but also in the product descriptions. Following with the implementation of a series of articles to help the website reach a higher position in search engines.
We thought of a well-developed user route so that the acquisition process is as simple and pleasant as possible. We have also created a special page called “Planting Instructions” in which we present to customers how they can plant the purchased product themselves.
✔️ Technical SEO implementation - schema.org
✔️ Sitemap, robots.txt
✔️ Clean Design
✔️ Optimizations for all graphics (images, videos)
✔️ Decrease page response rates
✔️ CSS and JS compression
In conclusion, our SEO efforts were visible after about 6 months of implementation. The website is present on the first page on Google and generates around 10,000 organic clicks.
We worked with our marketers to accurately set up conversion tracking in contact forms and to install the necessary call tracking tools on their website.
Existing Google Ads campaigns were structurally misconfigured. Many keywords and ad groups were doubled or even tripled, the budget was mismanaged, qualitative search terms came at an astronomical cost, and the targeting of geographic areas of interest was not set in advance.
After correcting and redoing the campaigns, our team started segmenting the areas of the country for a better distribution of the allocated budget. We focused our efforts on the areas of the country where our client had the highest number of conversions/sales at the beginning of their activity.
Also, all the ads created by us were delivered according to the thematic sorting of keywords inside the ad groups. This has led to a high quality score, ultimately leading to an advantageous ranking in search engines and a low cost per click.
At the beginning of our collaboration, the presence on social media was non-existent, which put us in front of an extremely limited audience. Together with the help of our colleagues from social media marketing, we implemented the shop on the Facebook page and we installed all the necessary tools on the website in order to be able to follow the evolution of our ads. The procedure is similar to the one used for Google Ads.
The next challenge was to increase the brand's audience and authenticity through engagement-based advertising. Generating leads from the cold market but also retargeting, the latter meant the last challenges that the social media department brought to a successful end.
We defined an ideal customer avatar, based on which we chose the approach and design - simplistic / denoting professionalism and attracting attention;
We implemented ads that would inspire trust, which were presented in the form of images, such as "Before & After", several evolutions of the product (hedge) after one year, after 3 and 5 years respectively;
We implemented carousel-type ads to generate both leads (potential customers) from the cold market and traffic to the online store - where our Facebook Pixel managed to collect data on customer actions performed on the website;
We've configured two audiences - one made up of people who visited the site (especially the catalog page) and a 3% lookalike (people with similar interests to customers) - which we later used in the ads. FOMO (Fear Of Missing Out) type in which the public is announced about the shortage of stock or the ending of planting season;
The complete lack of settings for audience collection and the general lack of data on website visitors have considerably slowed down the scaling efforts. After the correct implementation of the conversion triggers and after setting the parameters for the audience population, our colleagues from the creative area started their work.
With the help of our design team, we managed to implement ads that referred to multiple plant functionalities, a measure we took considering users who did not create conversions.
If a user reached a landing page without generating a conversion (acquisition or lead), our remarketing efforts have focused on delivering an ad display that aims to highlight the benefits of decorative plants.
Using this simple yet effective remarketing method applied on several communication channels (Display Ads and Social Media network), we managed to effectively push customers to the final step of acquisition.
The spent budget generated a reach of 1,282,000 people and 57,000 clicks. Thus, the sales generated through the applied strategies, Facebook Ads, Google Ads, awareness, and remarketing, we managed to achieve the client's objectives.
These figures are translated more concretely by the following proportions:
Depending on each type of business, the recipe for success differs. A number of different approaches are implemented for each type of website.
In this case we left aside the texts that were sale-oriented. We relied on quality, useful content to bring something new to customers who wanted to know more about the qualities of the plants.
The final step was the analysis of data and audiences to optimize distribution channels. We monitored the effectiveness of advertising campaigns, analyzed consumer behavior, and acted promptly. Previously, we presented a series of figures that showed concretely the results obtained from the campaigns created.
All the strategies and implementations mentioned above could not develop a long-term business without continuous analysis and optimization.
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