The Challenge
This brand sells high-end luggage, bags, backpacks and travel accessories, for men and women alike.
It set its website a high monthly revenue target and asked Primal to reach it. The brand faced 2 problems. It was introducing a new product that few people in the market knew, and it was aimed at a fairly small audience. Also, most high-value purchases happened in physical stores, not online, which made it harder to grow online orders for the brand’s premium products.
Our Approach
Primal studied how people used the brand’s website, with Google Analytics 360. The data from the past year showed that products in the middle of the brand’s price range sold in larger numbers online.
So we designed a test campaign that focused on these mid-priced products. The test assumed they would lead to more online purchases than the brand’s higher-priced products.
Outcomes Achieved
The test campaign promoted the mid-priced products, in line with the buying patterns that Google Analytics 360 showed. Its aim was to bring the website closer to its monthly target, and to get shoppers who bought these products in store to buy them online instead.
Against the month before, revenue rose 128.37%. Conversions rose 85%, and return on ad spend (ROAS) rose 226%.
- 128%Increase in Revenue
- 85%Increase in Conversions
- 226%Increase in ROAS
Key Insights
- Most high-value purchases happened in physical stores, so the campaign focused on the mid-priced products that already sold well online.
- A year of website data in Google Analytics 360 showed which products to put in the test campaign.
- Revenue rose 128.37% against the month before. Conversions rose 85%, and ROAS rose 226%.
