Puccini is one of the most recognizable brands in the leather goods industry. Our cooperation started in August 2016 and since that time we have managed to increase the ecommerce conversion rate by 505%, the total number of transactions by 575% and the company’s income by 750%. See how we made it!

Customer snapshot

Puccini is the market leader which has set trends in Polish leather goods industry for 17 years. It offers best quality suitcases, carry-on bags, men’s and women’s leather wallets as well as other leather accessories. What characterizes the brand is a high-precision manufacturing, a great attention to detail and an ingenious design. Puccini is growing rapidly and has recently noted a significant increase in its sales volume.

The client’s goal

The general objective was to increase income from AdWords campaign by minimum 30% in the consecutive quarter. Our additional targets were:

  • to reduce cost-per-conversion,
  • to improve conversion rates,
  • to increase total number of transactions,
  • to increase website traffic.

Target group

The very first stage of the analysis was to create a potential customer profile basing on the traffic source from the last 6 months. The investigation showed that the prospective clients were men aged 24-44 who generated the highest ecommerce conversion rate. Similar results were noted in the group of women aged 24-34 who additionally generated the highest number of transactions. Taking the average page depth, session duration and bounce rate into account, effects were satisfying as well.

Except for data taken from Google Analytics, we apply FastTony to make the analysis of the target group more precise. Having an email address collection, the tool facilitates a study of potential customers’ demographics, interests or common features, and thus enables us to create more effective advertisements.

How did we increase the customer’s income?

Basing on Google AdWords, the first step was to create an efficient strategy with the usage of different campaign types matched with the potential clients’ marketing funnel.

  • Search network strategy

Out of the key words used in the previous campaign, top ones were selected. Then, they were included in the new marketing activity by means of different keyword matching options. Additionally, new key words related to the advertised product were added in order to improve a display of the most relevant ones. With the aim of increasing advertising space, creating competitive advertisements and improving an average position in all campaigns, expanded text advertisements were introduced. All of them were in line with the ongoing activities (e.g. temporary promotion.) Another essential point was taking advantage of advertisements extensions e.g. links to subpages, prices, explanation and information on a website etc. Thanks to such actions, the advertisement became more visible. As a result, click through rate increased, and the Cost Per Click was lowered. Being aware of the potential customer profile, the next step was to create and send more specific messages. For this reason, campaigns were being constantly optimized and inaccurate queries were eliminated.
An analysis of the conversion time allowed to adjust rates to hours during which the greatest number of transactions was noted and, what follows, the conversion rate was the highest.

Paying special attention to the conversion in different locations, rates were raised or lowered respectively.

Moreover, bearing in mind the facts that:

  • 75% of users get acquainted with a product using at least three devices,
  • 3% of users make a final purchase using their smartphones,
  • there is a continuous growth of mobile search in Poland (by 50% every year)
  • mobile devices are used for general search, which appears at the beginning of the path to purchase,
  • mobile devices are used for 1/3 of all Internet actions,
  • popularity of mobile advertisements is said to increase by 16% every year,
  • people are claimed to use their mobile phones for 177 min and check them 150 times per day. An average session length is 1 min 10sek.
  • content is read more quickly on a mobile device than on desktop,
  • mobile devices will account for 75% of global Internet use this year, we decided to take account for mobile devices in our campaigns and adjust rates adequately.

Considering the fact that a website is visited up to 3 times by one valuable user, remarketing played an essential role in the campaign. This is why it was implemented both in a search network and an advertising network.

In order to be able to get back to people who have already visited the website, Remarketing List for Search Advertisements was created. We used a list with ‘hard users’- visitors who showed engagement , as well as consumers who were browsing particular product categories or decided to add products to the basket.

  • Display Network Campaign

At the initial step, the aim was to create and run a remarketing campaign together with a dynamic remarketing. What the analysis depicted was that the conversion rate was 8 times higher for the returning users, and this is why this type of campaign was of particular importance. An essential fact was that valuable users were returning to the website.

  • Product Listing Advertisements campaign

Product campaign appeared as the last one. We divided our work into two stages; first, we concentrated on displaying the most profitable product type which generated the highest conversion rate and a number of transactions. Next, an analysis of the remaining products from the point of their efficiency was conducted. Finally, we ran additional campaigns and advertising groups, making all product segments categorized.

All actions carried out between March and May 2017 contributed to the increase of income, e-commerce conversion rate and a total number of transactions. In comparison with the period from December 2016 to January 2017 (it is not possible to compare the results with the ones generated from March to May 2016 since there were no actions taken), the campaign budget was reduced by 18%. Since March 2017,when the marketing actions began, the client’s income has risen by 776%, the ecommerce conversion rate by 742%, and the total number of transactions by 708%.

During the period between March  to May 2017 and from December 2016 to February 2017, there was a visible increase of ecommerce conversion rate by 505%, total number of transactions by 575% and income by 750%.

Taking all traffic sources into account, online visibility has risen by 20% since we took over. In total, the generated revenue was higher by 11%. Having analysed the period since when online activities were initiated till May 2017 (three months since the cooperation started), the company’s revenue from every source increased by 28% on average.

Please find the data from the period from March -May 2017 to December 2016-February 2017 below:

  • Increase of the ecommerce conversion rate by 505%,
  • Increase of the total number of transactions by 575%,
  • Increase of revenue by 750%.

Additionally, web traffic got improved which was particularly apparent in the increase of visit depth by 31 %, and the decrease in bounce rate by 20%.

Our actions had a positive impact on the income and the number of transactions from every channel. Regarding all traffic sources, one can notice the increase of number of transactions by 110%, and the increase of revenue by 163%. The chart below presents a systematic increase of transaction from all sources.

AdWords campaigns served as a support for assisted conversions. It means that a user encountered paid traffic source but made a transaction from a different source. In comparison with the period between December 2016 to February 2017, we noted an increase of transactions by 237% in the period between March 2017 to May 2017.

An increase of assisted transactions was noticeable from one month to another:

Comparing two attribution models: first-click and last-click, it is easy to notice that AdWords campaign of the first type represents a conversion higher by 102%.

All actions connected with creating and optimizing a campaign are always in line with a prearranged plan. We expand DSA campaign by adding essential product categories. This type of campaign is fundamental for big stores.

It is estimated that Gmail is used by more than 5mln users. Therefore, we introduce a GPS campaign centred on the most important words appearing in an e-mail content. The phrases are connected with holidays, journeys or most popular travel agencies. The purpose of the campaign is to deliver promotional messages about Puccini’s products to a group of people interested in holidays or travel offices.
Additionally, we focused on YouTube which works as the second browser. Our main target group are users aged 18-34 who watch videos for more than 6mln hours per month. Taking this statistics into account, YouTube is supposed to be as influential as the biggest TV networks, if not more. Video advertising is becoming more and more engaging. 77% of Poles watch videos at home, on the journey, on holidays or using public transport. According to PWC, video advertising is said to gain a significant increase of 32% every year. Following trends, we are going to take advantage of YouTube as well, and place banners next to promotional videos of travel agencies or holidays.

Opinion

First, our collaboration with Promo Traffic Agency covered SEO services. Following several months of fruitful cooperation, the Agency took over AdWords campaign. The way the campaign was reconstructed, optimized and progressively supplemented by different promotions caused a significant increase of traffic and, most importantly, a revenue growth. We are convinced that our further cooperation will bring considerable benefits.

Piotr Kotnis – Authorized representative of the Board of Directors