How comprehensive customer service with UX elements improved the effectiveness of my Google Ads campaigns

How comprehensive customer service with UX elements improved the effectiveness of my Google Ads campaigns

As a SEM specialist, I had the opportunity to work with a client who was closing a store selling children’s and infant products. In light of the decreasing inventory and the desire to accelerate the clearance sale, we jointly analyzed several key aspects, including those aimed at improving the user experience (UX) on the website. The results exceeded my expectations, bringing a 757% increase in sales.

Challenges and proposals for change

First, let’s take a look at the situation the aforementioned store was in before implementing optimizations. Our attention was drawn to four elements that needed improvement.

1. Shipping costs

Free shipping was offered on purchases over 300 PLN, which, given the limited inventory due to the store closure, was a barrier for many customers. I suggested that the client consider lowering this threshold and reducing shipping costs themselves. I proposed splitting the shipping cost in half, which meant that the parcel locker would cost the online store customer 7.25 PLN instead of 14.50 PLN, and the courier would cost 8 PLN instead of 16 PLN. In light of the sales and discounts, customers were more inclined to make purchases when shipping costs were lower.

2. Price competitiveness

An analysis of data from Google Merchant Center revealed that 62% of the inventory had prices higher than those of competitors. This posed a serious problem. To attract more customers, I recommended adjusting prices to be more competitive. This change was necessary to compete more effectively in the market.

3. Ease of finding inventory on the website

The average time spent on the site was only 54 seconds, and the bounce rate reached 70%. This meant that most users left the site without viewing other subpages. It was crucial to organize the inventory, eliminate empty categories, and properly assign products to appropriate subgroups. As a result, navigation on the site became more intuitive and user-friendly.

An Example of an Unclear Category with Only One Product Left in the Offer

4. Consistent information about store liquidation

Communication about the sale and store liquidation was included in advertisements, but it was missing from the website. I suggested that this information also be visible on the homepage and subpages, which increased the consistency of the message and helped users understand why prices were lowered and why there was so little inventory.

Effects of implemented changes

After implementing the suggested changes to the website, the results of the Google Ads campaigns significantly improved. Increasing the attractiveness of the offer by lowering shipping costs and adjusting prices to a competitive level, as well as enhancing navigation and communication with customers, contributed to a substantial increase in conversions.

Results:

• Sales increase of 757%: Thanks to a better user experience and more competitive prices, sales increased nearly eightfold.
• Decrease in bounce rate: The improved site structure and better navigation encouraged users to spend more time on the site, which reduced the bounce rate.
• Increase in average time spent on the site: Users spent more time on the site, browsing different subpages and making purchases.

The chart shows the sales value in the store during the implementation of optimization changes. The comprehensive implementation of changes took place on October 15.

Summary

The story of this client is an excellent example of how comprehensive customer service with UX elements can significantly impact the effectiveness of Google Ads campaigns. By analyzing and implementing key changes, I was able to not only improve the client’s financial results but also enhance their customers’ satisfaction. For me, as a SEM specialist, this experience confirms that a comprehensive approach to customer service, encompassing both UX and marketing strategy, always pays off.

Comprehensive customer service

In our agency, we understand that clients do not live by Ads alone, and we focus on comprehensive e-marketing support for businesses. We know that success in online marketing is not just about effective advertising campaigns but also about providing an excellent user experience on the website. That’s why we offer a free UX audit to every new client, so we can take a comprehensive approach from the very beginning.

Our work philosophy is based on a holistic approach to customer service. We advise our clients on multiple fronts—we report not only on Google Ads results but also look at the client’s business as a whole. We provide industry reports, share experiences, and best practices to ensure our clients can fully leverage their online presence.