Essential Oils & Diffusers: E-commerce and Google Shopping Campaign, integration of Squarespace and iDeal through Shopify

Client:

Official supplier of diffusers and aromas of a Japanese brand @aroma in The Netherlands

Project Timeline:

October 2020 - present

Services:

We were hired to setup an e-commerce website and start selling the product online.

Tools Used:

Shopify, Squarespace, Google Ads (Shopping Campaign), Google Tag Manager, Facebook Ads, Google Analytics

Squarespace, Shopify

Google Shopping Campaign

numbers

Results that we achieved:

626%

increase in traffic to the website

Top 3

out of 75 competitors

€0.60

average CPC (started from €2.30)

E-commerce Setup

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.

Google Shopping Campaign Setup

Basic Setup

We created and set up the Merchant Centre and connected existent Google Analytics and other Google services with each other.

Filters, E-commerce, Remarketing

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.

Audiences

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.

Shopping Feed

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.

Negative Keywords & Testing

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.

Conversion Tracking

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.

The Challenge: Abandoned Carts and No Conversions

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.

Cross-Domain Tracking

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.

€3.5

cost per conversion

200%

return on ad spend

425%

session increase

Devices

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

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EDGEncy is Full-Stack Digital Marketing Agency based in Amsterdam, the Netherlands. We combine creativity with an agile approach. We believe that creativity can be measured - if it brings objective results to your business.

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