Official supplier of diffusers and aromas of a Japanese brand @aroma in The Netherlands
October 2020 - present
We were hired to setup an e-commerce website and start selling the product online.
Shopify, Squarespace, Google Ads (Shopping Campaign), Google Tag Manager, Facebook Ads, Google Analytics
Google Shopping Campaign
increase in traffic to the website
out of 75 competitors
average CPC (started from €2.30)
Sales of diffusers and aroma had to constitute part of a sales funnel for the main business of our client. Therefore we needed to launch e-commerce within an already existing website. The main website was built on Squarespace.
We created a separate landing page for aroma products, added and optimized each item, created a customer journey flow, and set up shipping, delivery, payment, and email integrations.
We created and set up the Merchant Centre and connected existent Google Analytics and other Google services with each other.
We created filters to exclude internal traffic which would otherwise skew the data. We also set up Enhanced E-commerce in Analytics and Remarketing and Dynamic Remarketing.
We created audiences for monitoring the full funnel and subsequent retargeting of prospect customers. Also, we analyzed their interest in other core business-related products and collected data about audiences.
We created the product feed and added names and descriptions. This allowed us to affect algorithms in the best way to promote our products. We then created shopping campaigns for single products and showcases.
We composed headlines, descriptions and a list of negative keywords. In addition, we set up conversions in Analytics and GTM followed by subsequent tracking in Google ads.
We began optimizing the campaigns, running A/B tests, and working with feeds to find the most optimal items setup. We launched Remarketing and Dynamic Remarketing based on audiences and attributes.
After we had launched the ads, we soon noticed that even though we had a large amount of traffic going to the website and a relatively high amount of "Add to Cart", we received almost no conversions. We decided to create a list of assumptions about Abandoned Cart and prioritized them.
Among the hypotheses, the first one was:
Online Shoppers in The Netherlands prefer to pay online using iDeal, which is not supported by Squarespace.
We decided to solve the issue of Squarespace not supporting the iDeal payment system by transferring the E-commerce part of the website from Squarespace to Shopify. Product descriptions would still be a part of the main Squarespace website, and the E-commerce part would be triggered with the code Shopify button.
After transferring E-commerce part to Shopify, we installed cross-domain tracking to be able to correctly identify sales channels. We created a referral exclusion list to prevent traffic and session interruptions that were caused by cross-domain tracking.
Our hypothesis was validated - after we introduced iDeal to the list of payment methods, the amount of conversions started steadily going up.
cost per conversion
return on ad spend
Our main hypothesis regarding devices was that Apple users are more likely to convert. This hypothesis was validated. MacBooks had the highest session duration - 5.5 minutes average session duration, 4 times more than any other device