- Increase the number of orders
- Reduce the cost of the application
- Reduce DRR
For a car seat cover store, as for any online store, it is important to get the maximum profit for every ruble invested in online advertising. At the same time, the target values of ROI (profitability ratio) and DRR (share of advertising expenses) in different groups of goods may differ. This is due to the marginality of each category. In high-margin categories, it is especially important to achieve the highest possible return on investment in advertising.
In order for the company to continue to grow and increase its market share, it is important to constantly test new tools, evaluate their performance, and the most effective ones must be scaled.
“Car seat covers” categories were transferred to pay for conversions
As part of the test, we decided to try the “Conversion Optimization” strategy using a pay-per-conversion model. This tool allows you to select a goal, specify your desired conversion rate or weekly budget, and only pay for targeted visits. Before the start of the test, we collected statistics for all campaigns and selected the most successful ones. In addition, we identified “safe” campaigns, in which a decrease in traffic or an increase in CPA above the target value would be an acceptable risk.
When choosing campaigns to convert to a conversion strategy, it is also important to consider:
- number of conversions – for the strategy to work, the campaign must have more than 10 conversions per week;
- CPA – the indicator should be below the average for the type of campaign. To find out, the CPA was recalculated using Yandex.Metrica data.
We created a landing page for most of the semantic core requests.
A large number of landing pages were created within the site for individual car brands: Lada, Kia, Ford, Toyota, Nissan, etc.
Also, a large number of pages for specific models: Ford Focus, Lada Vesta, Hyundai Solaris, Kia Rio, etc.
Each page has been carefully optimized for the specific requirements of potential buyers.