ROI growth of 593% in 1.5 years for an online travel equipment store

About the project

Mandrivnik was founded in 1995, and the online store became one of the first stores to sell tourist equipment online in the region. The store specializes in the wholesale and retail sale of travel goods. It has a very wide range of products and the largest backpacking room in Kharkiv and the region. Employees and management regularly go to the mountains and test the equipment they sell themselves, as they are "in favor" of an active lifestyle, love of nature and travel. The company also organizes more than 100 events for schoolchildren annually.

Website: View the review


Analysis period:

June 2018 - November 2019

Goals and objectives:

- Optimize the website performance
- Bring new customers
- Increase the average check
- Increase the number of sales

Results for 1.5 years:
  • ROI growth by: 592,6%
  • Reduction of CPA to: 2,74$
  • Increase in the average check by: 32%
Project Features:

Products are seasonal, so it is necessary to stimulate sales with various promotions and interesting offers. Promotional products always sell well, and if they are in demand during the season, then the buyer is tempted to buy them.

SEO promotion

We started with SEO by solving the following tasks:

  • Raising the site’s position in search results;
  • Increasing the number of visits to the site by the target audience;
  • Increase the usability of the site;
  • Consequently, an increase in sales.

Stages of our work:

  1. We conducted a technical audit of the website, analyzed the niche and competitors;
  2. Collected the semantic core;
  3. Developed the site structure;
  4. Wrote a technical specification for internal optimization;
  5. Made internal linking;
  6. Optimized the content;
  7. Worked on usability;
  8. Carried out external website optimization;
  9. Expanded the semantic core and structure of the site;
  10. Built a monthly reporting process.

The results of SEO:

– the site has significantly risen in search results for relevant queries, from the 100th position to the top 3;

– the number of sessions increased by 10%;

– the number of users increased by 25%;

Read more about SEO
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PPC contextual advertising

We connected contextual advertising for:

  • Increase relevant traffic to the site;
  • Increase brand awareness;
  • Increase in the number of transactions;
  • Increase in income from the website.

Stages of our work:

  1. Set up e-commerce to track ROMI;
  2. Analyzed the market and competitors;
  3. Developed a strategy for the project;
  4. Defined the goals of the advertising campaign;
  5. Analyzed the landing page;
  6. Wrote variants of ads, indicating the main companies;
  7. Set up advertising campaigns, with initial settings and test campaigns;
  8. Set up scripts for adjusting bids, tracking 404 pages, quality score, and cleaning sites;
  9. Set up a process for sending monthly reports.
Who needs contextual advertising?
What Google campaigns did we use?

1) Search advertising

  • for branded queries;
  • for general queries;
  • by medium-frequency queries;
  • by competitors’ queries.

2) Remarketing

  • There were no sales, so we turned it off and invested most of the funds in Google shopping smart goal, because this campaign showed very good results.

3) Shopping campaigns

  • google shopping;
  • google shopping smart goal.

When executing this type of campaigns, the competition in shopping smart was less than in other advertising channels, which allowed you to advertise with a lower CPC and with a large number of impressions. google shopping smart better analyzes your audience and understands what exactly they want.

The results of Shopping:

  • The number of clicks increased by 95%;
  • Cost per click (CPC) decreased by 23%;
  • The number of transactions increased 34 times;
  • Transaction rate increased 6 times;
  • Increased ROMI by 592.6% and reached 492.62%.
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Targeted advertising

We connected targeting to solve the following tasks:

  • Increase the number of transactions;
  • Increase in the % of visitors who buy;
  • Increase in the activity and engagement of site visitors.

Stages of work:

  1. We developed a launch strategy;
  2. Analyzed the niche, competitors, created a profile;
  3. Set up the pixel;
  4. Determined the kpi, which we then targeted;
  5. Checked and uploaded the product feed;
  6. Launched dynamic retargeting from the catalog with the goal of “selling goods from the catalog”, with the goal of conversion;
  7. Analyzed the data obtained;
  8. built a monthly reporting process;
Read more about the benefits of targeting

The results of the targeting:

  • The average session duration increased by 45%
  • The bounce rate decreased by 55%
WEB analytics

What was analyzed:

  • Website goals;
  • Efficiency of traffic from search engines;
  • The effectiveness of contextual advertising;
  • Efficiency of display advertising;
  • Analysis of website navigation based on google analytics data;
  • Landing pages of the site;
  • Visitor behavior on the website;
  • In addition to analyzing e-commerce, we also analyzed offline sales of the store.
Why do you need analytics?

Having a beautiful, functional website with easy navigation and a memorable design is one of the main requirements for any business that plans to grow and be competitive in the market. But even if you manage to meet it, it's not a given that a website created with such difficulty and expense will receive visitors who turn into customers. After all, the resource still needs to be promoted, and in a comprehensive manner, attracting not just traffic from interested users who are 90% likely to buy your product/service. It is important to understand that integrated work will always show better results than using individual tools to attract customers online.

How does integrated promotion work?

Therefore, if you want to communicate with your audience at different stages of the sales funnel, use SEO optimization, contextual and targeted advertising, and web analytics to analyze and fully consolidate data.

Do you want the same results?

Save the brief and our manager will contact you

Cost of complex promotion
Complex Digital-audit

Standard work:

  • Site audit;
  • Audit of social networks;
  • Analytics of user data;
  • Audit of advertising campaigns in Google Ads/Facebook Ads;
  • A report on the profitability of marketing channels and recommendations on how to improve the results.

The bonus you will receive:

  • Recommendations on how to increase the conversion of the landing pages of the site;
  • A separate team for your project;
  • A rapid project launch within 3 business days.

*The price is for the agency's work, excluding the advertising budget

Comprehensive digital-marketing

Standard work:

  • Analysis of topics, competitors and target audience;
  • Internal optimization (technical audit, work with the site structure and content);
  • Technical factors study;
  • Work with semantics;
  • External optimization (link building profile);
  • Development of an effective advertising strategy for Google Ads and Facebook Ads;
  • Search advertising campaign;
  • Contextual advertising;
  • Remarketing/dynamic remarketing;
  • Google Shopping + Smart;
  • Creatives development from 2 sets of 10 sizes each (for Google Ads);
  • Creatives development from 2 sets in 2 sizes (for Facebook Ads);
  • A monthly dynamic report in Data Studio by KPI.

The bonus you get:

  • Setup and installation of Google Tag Manager, Enhanced E-commerce Google Analytics and Feed, to run Google product campaigns;
  • 10 000 UAH to your Google Ads account (only for new accounts);
  • Increasing the conversion of the landing pages of the site;
  • A separate team for your project;
  • Rapid launch of the project within 3 working days.

*Price is for agency work, not including advertising budget

Turnkey SEO promotion

Standard works:

  • Analysis of the topic;
  • Internal optimisation (technical audit, work with website structure and content);
  • Working out technical factors;
  • Work with semantics;
  • External website optimisation (building up the link profile);
  • Analysis of the results and preparation of recommendations;
  • Dynamic report in Data Studio on the return on investment.

You will receive a bonus:

  • Setting up and installing Google Analytics;
  • Increase the conversion rate of website landing pages;
  • A separate team for your project;
  • Fast project launch within 3 business days;
  • Growth of positions in key queries;
  • Increased traffic and reduced cost of customer acquisition.

*The price is for the agency's work, excluding the advertising budget

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