Increased conversion rate by 74.51% in GDN campaign of home and living online shop

About the client

The Sleepz GmbH with its German online shop perfekt-schlafen.de is one of the largest independent retailers for products all around a perfect sleep.

With more than 150.000 customers, a large variety in brands and a high product quality perfekt-schlafen.de has become one of the leading eCommerce portals of this kind in Germany.

Challenge

To grow the online business Google Adwords is a major performance marketing channel for perfekt-schlafen.de. Increasing competition of the last months raised prices for keywords and
as a result customer acquisition costs per order.

In addition limitations in the
creation of individual Landingpages for each Ad campaign prevented perfekt-schlafen.de from improving their Ad conversion rate by adapting the content to the audience.

convertizer was asked to help perfekt-schlafen.de to increase the efficiency by reducing the customer acquisition costs of the Google Adwords campaigns.

Solution

The conversion experts of convertizer created a conversion focused and automated Landingpage in the look-and-feel of the perfekt-schlafen.de online shop. Product relations for adjustable articles have been
implemented in order to allow presentation of the full assortment for an optimal customer usability.

The implementation of convertizer was done with a convertizer Magento Module which provided the
necessary add-to-basket logic and the tracking code implementation with only a few clicks.
This helped the client to avoid additional IT resources to get convertizer running.

By matching the search term of each user session against the perfekt-schlafen.de catalogue only relevant products
are shown to the users. Out of this increased relevancy drop-off rates were reduced. In addition
click- and order behaviour on a keyword level were used as influencing factors
to re-arrange the products based on their probability of a conversion.

Results

Conversion rate increase of 75%
in comparison to the reference group resulting in additional turnover and orders.

Reduced customer acquisition costs.
The Adwords Budget was kept stable which resulted in reduced customer acquisition costs and a higher efficiency of Ad campaigns.

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55% revenue uplift for home and garden brand in PLA campaigns

About the client

KARE is a multi-channel furniture producer and retailer based in Munich operating franchise stores in over 40 countries all around the world. With a total of > 400 mil. EUR in sales in 2014 KARE has expanded its business online to drive turnover further.

Its online business entity is growing at a very high pace with an CAGR/year of over > 30 %.

Challenge

Facing massive competition caused by large online pure players the increase of online sales volumes was
at risk for KARE’s online business entity. SEA is the major online marketing channel responsible for a
third of overall online sales from KARE.

Current KARE Adwords campaigns were forwarded to unspecified category pages or the home page
resulting in high drop-off rates and a low conversion rate. Technical limitations of the shop system
prevented the creation of specific shop categories according to the user context.

Due to budgetary limitations existing SEA budgets couldn’t be extended to realize further sales which are required to continue expected growth for 2015.

Also the extensive Adwords campaign structure with more than 12.000 Adgroups took a large amount of time and efforts of internal resources of KARE to manage related target page linkage.

KARE hired the conversion experts from convertizer to activate their dynamic landing pages on their major SEA campaigns in order to drive conversions and sales further.

Solution

By activating convertizer on KARE’s Google shopping campaign each interested user was forwarded to an individual landingpage showing exactly the products he was searching for. The products of the landingpages are matched against the assortment of KARE which guarantees a high relevance for users and high accuracy in content for KARE.

Taking the context of each user into consideration at the landingpage reduced drop-off rates clearly.
The integration was done by simply providing the product data feed to convertizer and
implementing the conversion tracking code on the “thank you” page of KARE.
Within a few minutes convertizer was ready to go without any additional manual efforts.

Results

Internal efforts for Adwords management reduced significantly by 2/3. This resulted in a higher quality of ad linkage and more remaining resources for other marketing tasks

Drop-off rate was nearly halved. This helped to increase the efficiency of Adwords as marketing channel and reduce the customer acquisition costs.

Revenue and conversion rate pushed by 55%With the same AdWords budget the revenue of related Google Adwords Shopping campaigns was significantly increased

Are you also interested in pushing your conversion rate with a consistent Adwords budget?

x

Get my convertizer landingpage

No fixed costs, no minimum budget,
100% CPO, setup is free ... and always will be.




100% secure. No obilgations.

Impact of the landingpage on Google AdWords quality score

Google scroes any of your keywords with a quality score which assess the expected click rate, ad relevance and landing page experience. The higher your quality score the less you pay:

A major leverage opportunity to influence your quality score positivly is the landing page experience – as this part is 100% in your hands. In this webinar you’ll understand the importance of the quality score and how landingpages will influence it. Furthermore you get hands on tips on how to create great converting landingpages that push your quality score to the next level.

Duration: 9.46 mins
Language: DE

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Your host: Dominic

Dominic

Dominic is an experienced eCommerce conversion rate optimization evangelist with a 8yr+ eCommerce experience.





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