Electronics Retailer
Distribution:
Online & Offline
Key Objective:
Driving higher online advertising efficiencies
Areas of Work :
Data analytics, digital advertising, email marketing, content strategy
Business Challenges
Incomplete and inaccurate website tracking resulting in significant discrepancies between GA transactional data and actual backend numbers.
Below average ad performance across Google and Meta with significant inefficiencies (marked by higher cost-per-click and low click-throughs) and low return on ad spends.
A poor website user experience indicated through high drop-offs (exit rate), below average site speed and low conversion rate.
Below average contribution of organic search to overall website traffic and conversions
Key Initiatives
Performed a tracking audit for the website, Google and Meta ad platforms and provided detailed feedback on changes needed to improve overall tracking accuracy and to reduce discrepancy between GA transactional data and actual backend numbers.
Working closely with internal team leads on overall campaign planning with full responsibility over ads execution and optimization across Google and Meta.
Carried out a comprehensive account restructuring of Google campaigns to capture growing search demand, increase efficiency of ads and drive higher online/offline conversions
Website user experience review, focusing on optimization of product pages, on-site search functionality and checkout experience. Provided specific recommendations for each of these areas to drive an uplift in the website conversion rate
Detailed analysis, recommendations and co-execution of SEO best practices including keyword research and selection, on-page optimization, technical SEO improvement and content optimization.
Results / Impact
Implemented enhanced ecommerce tracking on Google Ads which resulted in more accurate revenue attribution to the advertising efforts.
Discrepancy between GA transactions and backend reduced to 5% – 10% from prior gap of up to 50%
Improvements in ad efficiency metrics: CTR up by > 50%, CPC down by ~ 20% and ROAS up by 2 - 3x.
Improvements to the website are currently being worked on by the client’s internal team based on recommendations provided during a recent review with management.