“We’ll try one more time…”
Fournituren.nl is an established name in the industry. Since 1932 active in the haberdashery trade with a store and at markets, and for many years now active online with a webshop. In recent years sales stagnated and growth was hardly achieved. The online advertising was outsourced but did not deliver the hoped-for results, and Fournituren was on the verge of quitting this business completely. To give it another try Searchlab was asked to take over the advertising.
Redirecting strategy; focusing on what works
Previously, the focus appeared to be on the wrong products, with too much competition that consequently involved too high costs and also did not bring in enough revenue. Therefore, first the product offering was changed.
In addition, the data showed that visitors from specific regions placed orders faster with higher order values and that results via different devices were significantly different. Therefore, ads were set up only visible in specific regions in the country, with their own budget to create optimal visibility. As well as specific ads for different devices (desktop versus mobile).
Finally, ads were also set up for Google Shopping, and the new strategy quickly proved a hit.
The sequel
Now that growth was well underway, the task was to stabilize and expand it. New customers had to be found, but also existing customers had to be retained. Various strategies were used to achieve this. Facebook ads were used to collect likes and e-mail addresses and chatbots were used to promote discounts and pilot sales.
Result
+40% visitors
+60% revenue
Pretty soon the ads proved to have the desired effect. Visitor numbers increased by 30-40% and sales also began to grow. After three months, it had grown by 30%. A year later, sales had grown by as much as 60%.
