This eCommerce company specializes in sourcing certified-pre-owned HVAC and EMS parts for homeowners and HVAC contractors working for hospitals, schools, offices and government buildings. The company’s goal is to help more customers obtain hard-to-find and out-of-production HVAC/EMS controls at the lowest cost.
The client reached out to Thrive to manage its Shopify website optimization and implement paid advertising campaigns to boost its eCommerce sales. Since taking over the company’s online marketing campaign in January 2019, we transformed its online business from sporadic to steady sales.
Our digital marketing team has delivered a whopping 83 percent increase in conversion rate, a 155 percent increase in return on advertising spending (ROAS) and a 113 percent increase in revenue year-over-year (YOY).
From the Client
Initially, we launched paid advertising campaigns to help the company boost its unit sales for the top-selling products. After the client raised its initial budget, we were able to expand into Smart Shopping, which led to a 100 percent increase in sales across more than 140 brands on its website.
Our ongoing PPC campaign has helped the company achieve the following remarkable results:
- Average Time on Page (YoY): +36%
- Impressions: +671%
- Bounce Rate (YoY): -20%
- Cost-per-Click (YoY): -74%
- Clicks (YoY): +566%
To maximize the client’s online potential, we also managed its website optimization and search engine optimization (SEO) campaign.
Within only a few months of the partnership, our SEO efforts helped the client gain traction for long-tail keywords with medium search volume. We then expanded to higher search volume keywords.
Overall, our SEO solutions resulted in:
- New Users: +45.1%
- Page Sessions: +50.3%
- Bounce Rate (YoY): -36.1%
Thrive’s combined pay-per-click (PPC) advertising and SEO solutions resulted in a revenue increase of $106,181.05 for the client and ramped up its YoY eCommerce orders exponentially. Compared to the previous 12-month period, the client saw these results in the 12 months leading up to July 2021:
- Sales (YoY): +113%
- eCommerce Orders (YoY): +218%
Executing the Strategy
The client came to Thrive because its eCommerce website was gaining little to no online presence, traffic or sales. Our initial conversion rate optimization (CRO) audit revealed the following results:
- A bounce rate of 61.4 percent, with almost similar results for both mobile and desktop.
- Website visitors typically jump from one page to another, which indicates they did not find what they are looking for or are not convinced to make a purchase.
- About 55 percent of all sessions view a product, but only 8.8 percent of users add a product to their shopping cart.
- The website did not have a trust signal (i.e., product reviews, client testimonials, etc.).
- Most of the products did not have a description.
The company also didn’t have an existing digital advertising strategy. With a small initial budget from the client and high expectations, we had to direct our marketing efforts to solutions that drive initial performance.
Our digital marketing experts performed a comprehensive CRO audit, Search Console audit, technical audit and backlink analysis to determine the right direction for the client’s site optimization and PPC campaign.
With a limited budget from the client, we focused on search campaigns targeting product part numbers and very tight keyword themes to boost initial sales for the top seller products.
After establishing a relationship and providing good results for the company, the client increased its marketing budget, which opened up new opportunities for us. Our PPC specialists expanded into Google Shopping and Smart Shopping campaigns that use artificial intelligence (AI) and machine learning and bidding automation to improve results to where they are today.
Our SEO solutions revolved around technical site optimizations and product page updates. We aligned our SEO strategy with the client’s goals and began optimizing the highest-priority product pages to ensure we were working in order of the highest impact.
Initially, we performed extensive keyword research and mapping to determine high-performing, relevant search terms for each product page. After finalizing the keyword list, we updated the product titles and descriptions to be more search-friendly and keyword-rich. We also reviewed interlinking and keyword density and created new blog content to drive more traffic to the website and establish the client’s thought-leadership brand.
Additionally, our SEO experts helped build up the client’s profile with quality backlinks to boost the website’s SEO performance and rank high in relevant search results.
Thrive’s ongoing digital marketing campaigns are centered on creating and implementing new strategies for sustainable sales and revenue growth.