In 1 year revenue increased by 18 times for a premium online clothing store

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About the project

THE ICON concept store opened its doors in 2010 and became the most daring and ambitious retail project in Kyiv. No obedience to rules - just following instinct. THE ICON made the inaccessible accessible and the eccentric to be understandable and possible. THE ICON is committed to its mission today, constantly evolving and offering its customers the most interesting and relevant things, objects and images. The brightest labels of today are brought together by thorough selection of male and female collections, from the starts of Parisian and Belgian fashion scenes to the bold young avant-grades from New York, Seoul and Tokyo.
THE ICON opens the world, cultivates a new taste and outlook on fashion - fresh, eclectic, daring. It does that, as before, following its own rules.
And the new multi-platform theicon.ua has become a logical continuation of the brand in the digital space, which reveals the world of THE ICON in a new format.

Website: theicon.ua Read reviews
Services:
Region

Ukraine

Period for analysis:

April 2019 - March 2020

Goals and objectives:

- Attract a new audience to the site.
- Inform users about ongoing promotions, sales and events, discounts.
- Increase the overall income of the site.
- Increase the brand awareness of THE ICON on the Internet.



Results for the year:
  • Income growth by: 1788%
  • Engagement increase by: 155%
  • Increase in conversions by: 2463%
Project Features:

For buyers of THE ICON goods, the price does not play a decisive role. Brand value comes first. Therefore, it is important to convey the idea of the brand to potential buyers, using appropriate advertising messages for this. In addition, the buyer segment is narrow and specific, which complicates the process of finding the target audience through Facebook advertising tools.

Analysis of results

Purchases in THE ICON store do not belong to the spontaneous class due to the high average check.

25% of users visit the site more than 12 times before making a purchase. To check the number of visits before a transaction, we used the Google Api and saw that the median value of site visits before making a conversion is 4. Simply stated, users visit the site most often 4 times before making a purchase. At the same time, when analyzing conversion paths, 16.7% of visitors were noticed who visit the site more than 20 times before conversion. These are regular customers of the concept store. In the previous period, there were 24% of such site users with a lower total number of conversions. It suggests that the number of new customers and the total number of transactions increased, saving the percentage of regular customers, as agreed in the purpose of cooperation with the project.

Graph with results

The graph below shows the increase in direct and assisted conversions, as well as revenue. Special attention should be paid to associated conversions when analyzing the effectiveness of targeted advertising. The number of associated conversions from social networks is often more than direct ones. This is due to the fact that targeting in social networks is an important channel for “warming up” the audience, direct contact with it and strengthening brand loyalty. The metric of assisted conversions is especially important for a long sales cycle or a long conversion path, as in our case.

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For a year of work, we received the following results:

  • the number of Facebook page followers has increased by 52%,
  • the level of engagement of the audience on the Facebook page has increased by 155%,
  • website traffic has increased by 178%,
  • The number of returning users has changed from 18.7% to 20.9%.

Graph with results

During the year of work, a stable growth of subscribers and “Like” marks on the page was achieved, which indicates the interest of the collected audience in the brand. Such users are active, and it has a positive effect on reach and cost per ad click, because engagement is one of the important factors when launching an ad.

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What was done to bring THE ICON brand out of the shadow of the competition?

Let’s talk about brand awareness and audience involvement in the company’s content. Before starting our collaboration on targeted advertising, THE ICON approached us with a request to create a content strategy for Facebook and Instagram. In the prepared content strategy, we gave an analysis of the niche occupied by the client, an analysis of direct competitors, portraits of the target audience, a recommended tone-of-voice, a rubricator with examples of publications for each heading, an example of a content plan for a month, and recommended metrics for tracking the effectiveness of content brand marketing.

Thus, the THE ICON brand, for its part, made high-quality organic content relevant to its target audience. We, in turn, launched certain posts for promotion to different audience segments, and also used the Facebook advertising tool to promote the store page itself on this site. These actions began to be taken from November 2019. The start of promotion of publications and the page itself is very clearly visible in the screenshot from the statistics below:

Diagram

 

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Now about targeted advertising. Before the start of work, an audit of the advertising account was carried out. Previous contractors set up ad campaigns with the “Traffic” goal and optimization for clicks. For an e-commerce project, the best strategy is to launch advertising campaigns with the goals “Conversions” and “Sale of goods from the catalog” and optimize for financial performance. Running campaigns with these goals allows the Facebook Ads algorithm to learn and find the right audience for your goals. Specifically, in our case, such an audience were people:

  • with a high level of income,
  • preferring premium products,
  • involved online shoppers,
  • in search of new stores on the territory of Ukraine with originals of world brands.

The next step is to determine the most effective conversion event for a particular ad account. After several months of testing and analysis of indicators, it was decided to use the conversion event “Adding an item to the cart” rather than “Purchase” in the THE ICON store promotion strategy. At equal costs, better results were obtained with optimization for “Add to Cart” than for “Purchase.

Why are we looking at cart additions in this project?

THE ICON concept store has an in-home try-on service with an in-house consulting stylist. Payment in this case occurs after receiving and trying on the ordered goods. According to Facebook Ads statistics for the reporting period, on average, out of 13 items added to the cart, 1 is bought. Most buyers of premium clothing, shoes and accessories carefully and thoughtfully update their wardrobe and image in general. Based on this information and the results of testing advertising campaigns, we get more efficiency by attracting an audience that prefers original branded products and is more likely to add the product to the cart.

Who needs a target?
Conclusion

The niche of branded clothing is quite difficult to promote due to its high competition and high price segment.
The work strategy should take into account the nuances of working with the search for a new “cold” audience and constant work with existing customer bases and those who previously interacted with the online store and social networks.
Due to the regular launch of advertising campaigns with offers for sales and new collections, we work with all segments of the audience and the number of targeted actions on the site is growing. For e-commerce projects, it is recommended to run dynamic ads with the promotion of goods in the catalog to increase the likelihood of a purchase.

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Cost of targeted advertising
Online shopping

Standard works:

  • Analysis of the niche, competitors and target audience;
  • Development of an effective advertising strategy;
  • Classic remarketing;
  • Dynamic remarketing;
  • Development of creatives from 2 sets in 2 sizes (square and page);
  • Developing technical specifications for developers to create a product feed;
  • Monthly dynamic report in Data Studio on KPIs.

You will receive a bonus:

  • Setting up and installing Google Analytics and Facebook pixel systems;
  • Early access to testing beta functions of advertising systems;
  • Recommendations for increasing the conversion rate of website landing pages;
  • Recommendations for promotional offers;
  • A separate team for your project;
  • Quick launch of advertising within 3 working days.

*The price is for the agency's work, excluding the advertising budget. Web analytics systems are set up during the first month of work on the project.

Service, B2B, corporate websites

Standard works:

  • Analysis of the niche, competitors and target audience;
  • Development of an effective advertising strategy;
  • Classic remarketing;
  • Development of creatives from 2 sets in 2 sizes (square and page);
  • Monthly dynamic report in Data Studio on KPIs.

You will receive a bonus:

  • Setting up and installing Google Analytics and Facebook pixel systems;
  • Early access to testing beta functions of advertising systems;
  • Recommendations for increasing the conversion rate of website landing pages;
  • Recommendations for promotional offers;
  • A separate team for your project;
  • Quick launch of advertising within 3 working days.

*The price is for the agency's work, excluding the advertising budget. Web analytics systems are set up during the first month of work on the project.

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