Regarding the amount of products left in the cart compared to completed purchases through the cart, the situation has certainly improved, but it still did not satisfy us. You can visually see the result in the photo below.
Trium - Ukrainian supplier of used laptops
Over 1.5 million turnover in 5 months on used laptop sales
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01About the client
Trium is a Ukrainian supplier of used laptops, computers and components from Europe and America. Their website features laptops and PCs from leading global manufacturers Acer, Asus, HP, Lenovo, Dell, Samsung and other well-known brands.
02Goals and objectives
Optimize advertising costs by increasing the number of sales from the site, or reducing the advertising budget to the optimal indicator so that advertising generates profit.
Result
- — Site visits
- — Useful conversions (purchase/call)
- — Average cost per transfer (UAH)
%
ROMI (return on advertising investment)
UAH
Cost of one application
UAH
Cost per sale
Prehistory
Before starting to work with us, the client first tried to set up everything on his own, then ordered services from one of the marketing agencies. However, working both independently and with one of the agencies, there was one problem - large advertising investments that did not pay off. Therefore, in August 2021, he turned to us so that we could try to fix this situation together and change it for the better.
Before the start of our cooperation, the advertising results were as follows
Result for 5 months before cooperation (key indicators)
Results 5 months before cooperation (conversions and their value)
Problems that were
The main problems we encountered were, first of all, large advertising budget investments that were not covered by sales. The screenshots above show that 225 thousand UAH were invested in advertising over 5 months, of which 19,860 UAH were completed orders through the cart.
At first, we thought it was the cart, so we tested the operation of orders. No problems were found with it. After that, we decided to connect the Hotjar service to track user actions. During it, it was discovered that many users simply add products to the cart, go to it and leave it. To solve this problem, it was proposed to do:
- dynamic retargeting on social networks
- remarketing on Google.
This helped to reduce the difference between the amount remaining in the cart and the final purchases, but the problem still remained.
Another suspicion, regarding possible cart abandonment, was that the cart seemed to be separated from the site and people were perhaps afraid to complete the order. Therefore, we gave recommendations regarding the cart, and regarding changing the overall design of the site and some of its functionality, since much of the existing functionality was missing.
It was the site update that caused the cessation of cooperation between us, since the client wanted the site to remain on the Drupal platform, and our developers did not work with it. Therefore, the client decided to change the agency that could implement the site development and further marketing.
Results after our optimization
Results after 5 months since the start of cooperation (key indicators)
Results after 5 months of cooperation (conversions and their value)
Decision
During our work, we managed to improve advertising results. Product advertising brought the most results, but in addition to it, we also set up and launched other types of advertising (local, display, contextual, remarketing).
Analysis of the AC and the site
When we started working, we first analyzed the client's advertising and analyzed the site. A number of critical errors were found, which we immediately began to correct.
Setting up the product AC
Before starting to set up the product AC, we, together with the client, determined the priority product groups. This was necessary in order to understand whether we will run the advertisement on all positions or on a specific group
In the advertising office, we divided the advertising into requests in Ukrainian and Russian, and also moved the capital and cities with a population of millions to a separate AC.
Each product AC was divided into product groups and segmented by price ranges. As a result, the product advertising gave us the following indicators (see photo below)
Result, from product advertising
Statistics on the main indicators of product advertising.
Statistics on conversions from product advertising.
Contextual advertising
In addition to product advertising, contextual advertising was also launched for some time. However, since it did not give the desired results, it was decided to stop it.
In general, it took a lot of time to set up contextual advertising. This is explained by the fact that they managed to find a large number of search queries that had to be analyzed, sorted out and clustered. By the way, based on these queries, they also gave a recommendation for a partial change in the site structure
Clustered semantic core
As you can see from the screenshot above, the clustering of groups was reduced to 4 levels of nesting. Thanks to this, we were able to write the most personalized advertisements for users interested in used equipment.
Results of work after collecting the SC and launching the AC
Total number of key queries remaining for ad display
The number of negative keywords has reached over 8 thousand.
Statistics on the main indicators of contextual advertising
Statistics on conversions from contextual advertising
Media advertising
On Black Friday and New Year's holidays, it was decided to launch display advertising to reach a larger number of users and increase sales. This decision was clearly successful, as in one month, the amount of purchases through the cart alone amounted to 640 thousand UAH
Advertising creatives that our designers created for this ad
AC optimization
If we compare only the fact of sales through the basket, then the project fell into our hands at a loss. This can be seen from the screenshots provided above in the case description. If we round it up, it brought in a turnover through the basket of 20 thousand UAH, with an advertising budget investment of 225 thousand UAH. We managed to improve this situation by optimizing existing PRs and launching new advertising companies and marketing channels. As a result, we achieved a result in turnover through the basket of 1 million 740 thousand UAH (1,740,440), with an advertising budget of 304 thousand UAH. We set up a dashboard for the client in Data Studio, which pulls up marketing results from all channels. Therefore, the screenshots below are from it.
Optimization result
05 Technologies and tools
06 Client about the project
We have been working with the e-Client agency for about 6 months, the greatest result was brought to us by product advertising, which the specialists highly recommended for our online store. We also ordered contextual advertising, of course the results are worse there, but still high profitability (by the way, the specialists immediately reported on the results). I highly recommend this company!
Taras Kanchalaba
Co-founder
07 Project team
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