#Hairstore.pl #Ads #Mobile
We focused on mobile. Mobile conversion works, if it’s simple
Hairstore.pl is the leader of the Polish market of professional hair cosmetics, offers products for their care, styling and coloring, as well as professional hairdressing equipment – there are over 250 brands in the range.
The Challenge:
Hairstore.pl has been running AdWords campaigns since 2012, fully aware that growth is most effectively achieved in the long term. A special challenge in such a time is adapting activities to the realities of a changing market. In 2016, they have turned to us in order to take full advantage of the opportunities that were to be brought in the coming years by changes in consumer trends and demographics (customers who turned 18 in 2012 are now 25 years old, then 25-year-olds are in their thirties) .
The Client wanted to build growth while maintaining the expected cost-income ratio throughout the entire operation.
We are proud of:
- A conversion rate increase from mobile by 41.08% with an increase in the number of transactions by 161.79%, and an increase in revenue by 177.48% (comparison of activities in 2016 and 2017)
- A conversion rate increase from mobile by 42.49% with an increase in the number of transactions by 96.55%, and an increase in revenue by 104.88% (comparison of activities in 2017 and 2018)
- A conversion rate increase from mobile by 40.29% with an increase in the number of transactions by 66.88%, and an increase in revenue by 106.22% (comparison of activities in 2018 and 2019)
- An increase in the number of assisted conversions from mobile by 434.45% and their derived income, by 475.31% during two years of cooperation
Our actions:
We focused on mobile. Mobile conversion works if it’s simple – a website on the smartphone screen sells if its operation does not cause issues.
We took care of this fundamental problem first. Then we began building growth based on classic search engine ads, expanded remarketing and shopping campaigns with only some support of outreach activities and, more recently, also YouTube. It sounds standard, but … a competitive advantage was ensured by what we have learned from the analysis of long-term data and the optimization we systematically performed.
The result:
The implemented strategy has already brought results in the first year of operation.
Within two years, the number of mobile transactions increased by 378.87%and the revenue from mobile by 356.13%, with a mobile conversion rate increase by 87.91%. In 2019, we have also gave the Client reasons to be happy: a mobile conversion rate increase of 40.29% with an increase in the number of transactions by 66.88% and a revenue increase of 106.22%.
In case of Hairstore.pl the supporting role of mobile activities is clearly visible – in this category, the number of assisted conversions increased by 434.45%in two years in terms of quantity, and revenue from them increased by 475.31%.
The effectiveness of mobile activities is confirmed by the share of Google Ads in store revenue – it increased from 36% in 2016 to 55% in 2018.
Do you also want to achieve such great results? We will help You.
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