Context
At the beginning of 2019, a new e-commerce website was launched with a focus on reducing environmental impact and offering an alternative to purchasing new electronic devices: it gives the possibility for consumers to buy certified, refurbished, tested and guaranteed devices at a lower cost. The website is available in five languages to meet the needs of the European market.
Goals
As a new player in the refurbished equipment under its own brand, the company aims not only to build awareness but also to gain market share in Europe. The Suisseo agency has been given a dual mission: to increase the website’s visibility and attract customers in the most relevant markets. The challenge is to compete against already established competitors in this field.
Strategy
Installation of analytics for e-commerce platforms.
The objective is clear: sales volume, revenue, and ROAS are the main KPIs to monitor. Advanced e-commerce analytics tracking was implemented on the website to measure the impact of the marketing efforts and analyse the results.
Use of the campaigns :
‘It was important for the products to gain visibility quickly and across all platforms. Therefore, we decided to activate several channels simultaneously and launch the campaigns in several languages,’ said the account manager who was responsible for the project.
Campaigns on Google Ads Search, Shopping, Display, Facebook, Bing, Remarketing and SEO measures were set up in just a few days. After a month of distribution, data collection and initial adjustments, we were able to analyse the results and refine the strategy. We quickly realised that the Swiss market had the greatest potential, leading us to prioritize our efforts there. As a result, we concentrated the majority of our efforts on Switzerland, while simultaneously developing other European markets and languages at campaign level.
Results
Sales and return on investment increased rapidly. We are continuing on this trajectory by optimizing performance and constantly adapting our strategy, particularly by exploring new acquisition sources.
The company, which specialises in the sale of refurbished appliances, has become the market leader in Switzerland within just three months. The company aims to maintain this position while gradually expanding its market share in other European countries.
In figures (month 4 VS month 1) :
- Conversion rate x 5
- Return on investment x 8