Midsummer Agency

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Category: Case studies

Conversion Rate Optimization Audit Case Study

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CONVERSION RATE OPTIMIZATION AUDIT CASE STUDY

How we increased CogX Festival’s conversion rates through a Conversion Rate Optimization (CRO) audit, providing actionable insights and recommendations.

ABOUT THE CLIENT

CogX, a prominent London-based organization, annually hosts an AI and Transformational Tech Festival, attracting over 90,000 attendees to the London O2 Arena. They manage their web content using the Wix platform.

CHALLENGE

CogX faced a significant challenge: their website was underperforming in terms of conversions, resulting in low ticket sales and high Cost Per Acquisition (CPA) in PPC campaigns. Their objective was to enhance conversion rates, which were below par at the time. To address this, they sought an expert with a deep understanding of the factors influencing on-site user-behavior and CRO. Due to the urgency of the issue and the rapidly approaching event date, there was no time for a behavioral analysis or A/B testing.

SOLUTION

In order to provide the client with actionable steps for immediate improvement, we proposed conducting a CRO Audit aimed at delivering actionable recommendations.

Our initial focus was on pinpointing the crucial pages of the website: the homepage, specific landing and summit pages, registration pages, the pricing and ticket pages, and the checkout pages. Subsequently, we matched these pages with their GA4 data to make sure we included the pages that received most traffic. We also analyzed bottlenecks and other issues by looking at bounce rates, average time on site, and more.

Once we identified all the most important pages, we started analyzing the website based on established design principles, best practices, user psychology and our expert review. We bucketed our findings under 4 main categories: navigation issues, UX issues, page layout issues, and other critical issues.

This resulted in a list of issues, which we translated into clear and actionable optimization recommendations.

RESULTS

Within one week’s time, we provided the client with a clear presentation of 25 slides, including the top 10 most urgent optimization recommendations.

For example, the Ticket Overview Page was incredibly hard to understand. The ticket page displayed 6 tickets, and each ticket displayed over 30 informational bullet points. These features were generic and didn’t include information that explained what they meant (e.g. a feature could be “Gold Lounge Access”, but nowhere on the site could a user find information on what the Gold Lounge actually was). We provided specific examples on how to fix these issues to make the ticket page easy to navigate.

The client fixed all presented issues within one month, and ticket sales started rolling in.

Above the fold of the home page alone there were 5 CTAs: two in the navigation bar, 3 in the above the fold image. All 5 CTAs focused on different actions: a generic contact form, 2 different CTAs for businesses, and 2 different CTAs for ticket sales. The objective of the home page, however, was singular–get users to buy a ticket for the festival. We translated this issue into an actionable recommendation.

SERVICES

CONVERSION RATE OPTIMIZATION: Quantitative Analysis, Design Principle Analysis, UX Analysis, Neuromarketing Psychology.

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Tracking Pixels for Event Marketing Case Study

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TRACKING PIXELS FOR EVENT MARKETING E-COMMERCE CASE STUDY

How we elevated CogX Festival’s Event Marketing through a precise pixel tracking set-up, by testing via Google Tag Manager the event ticketing platforms: Eventbrite, Stova, Tito, InEvent.

ABOUT THE CLIENT

CogX is a major London-based host of an annual AI and Transformational Tech Festival, which gets over 90.000 visitors during their three-day summit in the London O2 Arena. They use Wix as content management platform.

CHALLENGE

The event tracking platform that they were using at the time, Eventbrite, was putting out unreliable data. The primary goal of the client was therefore to find an event ticketing platform that met their business needs, but that also allowed them to track marketing and advertising efforts.

A major challenge with ticketing platforms arises from ticket sales happening on embedded iframes. An iframe contains another website, such as eventbrite, making it seem as if the user never leaves the website while buying a ticket. However, unless you are the owner of the website in your iframe, you often won’t be able to set up tracking.

A lot of ticketing platforms provide integration options that connect to third party platforms such as Google Tag Manager or Google Analytics 4, but they often don’t work very well. The client needed support to find the best possible event ticketing platform which allowed them to accurately measure results.

SOLUTION

Together with the client we identified 4 major event ticketing platforms to test thoroughly, by leveraging Google Tag Manager capabilities. We needed to understand whether the tracking pixels of these platforms could: A) track the events for the different advertising platforms that the client wanted to use, and B) whether it could provide the client with accurate data, to fine-tune their budgets and marketing strategy for the event.

We set up and tested the tracking pixels for the following event ticketing platforms: Eventbrite, Stova, Tito, and InEvent. Where possible, we set up pixels for Google Analytics 4, Google Ads, Meta Ads, LinkedIn Ads, Twitter Ads, and TikTok Ads, which were the advertising platforms the client was interested in together with Google Tag Manager.

Thanks to our support the client decided to use InEvent, which suited both their tracking needs as well as their business needs. Finally, on their live site, the client implemented InEvent and we made sure that event tracking was set up correctly.

RESULTS

With our expertise, we elevated the initial tracking accuracy of purchases from a mere 1% before the integration effort, to an impressive 87% precision. We played an important role in guiding the client towards selecting an event ticketing platform tailored to their business requirements. The substantial leap in purchase tracking accuracy, shifting from 1% to 87%, demonstrated the effectiveness of our chosen strategy. This enabled them to make informed decisions and optimize their campaigns based on data.

SERVICES

WEB ANALYTICS: Google Analytics 4, Google Tag Manager, Google Ads, Meta Ads, LinkedIn Ads, Twitter Ads, TikTok Ads.

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115% increase in shopping impression share for a haircare eCommerce.

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Eyewear advertising for fashion eCommerce

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ONLINE ADVERTISING FOR FASHION EYEWEAR BRAND CASE STUDY

How we increased ROAS by 250% in just 6 months through an in-depth Google Ads audit and strategic account restructure.

ABOUT THE CLIENT

The client is a US fashion eCommerce brand in the eyewear industry that combines celebrity design with style, high quality, and affordable prices. Operating on the Shopify Plus platform, they allocate over $40,000 monthly in Google Ads to target both the American and Canadian markets. Their catalog is complex, featuring 900 different products across 8 main categories.

CHALLENGE

The primary goal was straightforward yet crucial: to boost sales while elevating the existing Return on Advertising Spend (ROAS) from its current benchmark of 1.5. All this was to be accomplished within the constraints of a $40,000 monthly budget.

SOLUTION

1) Deep account audit
We conducted an exhaustive audit of the client’s Google Ads account, identifying various opportunities for improvement, which we categorized as follows:

High-Impact Opportunities or Quick Wins
Example: Unsegmented Shopping Campaigns > A single shopping campaign targeting all products.
Opportunity: By strategically segmenting campaigns based on criteria such as branded vs. non-branded queries, product type, eyeglass shape, and gender, we could significantly enhance both efficiency and revenue.

Mid-Impact Opportunities or Long-Term Actions
Example: Limited Audience Lists > Only one remarketing campaign was in place, focusing solely on ‘Initiate Checkout’ and ‘Add to Cart’ actions. This excluded segments like product viewers, generic users, and past purchasers. Opportunity: By incorporating these overlooked audience segments, we aimed to augment sales and conversions across all funnel stages.

Daily Optimization Actions
Example: Inconsistent Ad Relevance in Location Targeting > Over the past 90 days, the CPA (Cost per Acquisition) for ‘People who have shown interest in your targeted locations’ was $90, while for ‘People in your targeted locations,’ it was $17.
Opportunity: By ceasing to target the less efficient ‘locations of interest,’ we could allocate the budget more effectively, thus reducing waste. Through these targeted actions, we aimed to boost both the performance and efficiency of the account.

Long-Term Strategy Implementation
We restructured the account using our Data-Driven approach across the full acquisition funnel:
–Segmented Shopping Campaigns and Feed Optimization: We integrated Google Merchant Center with DataFeedWatch (third-party feed management tool). This enabled us to fine-tune product titles by adding key eyewear attributes like color, shape, and lens type. We then segmented the shopping campaigns according to these eyewear features, which allowed for bid management tailored to seasonal trends—such as promoting blue-light glasses during the back-to-school season or emphasizing sunglasses during summer.
–Brand and generic search campaigns
–Dynamic retargeting campaigns that targeted various audience segments: those who viewed products, general users, past customers, as well as those who initiated checkout or added items to their carts.
–Bing Ads Platform Expansion

RESULTS

After we began managing the account, there was a remarkable uptick in performance while keeping the investment constant. We strategically eliminated underperforming segments and refocused our efforts on areas that demonstrated high returns. The result was a staggering 247.41% increase in ROAS in six months.

Some real data
Initial investments: $47,996.64 and ROAS $1.35
After 3 months: $19,468 in Ad spend and ROAS $3.88
After 6 months $40K in Ad spend and ROAS $4.68

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Microsoft Ads, YouTube Ads, Expand to New Countries

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B2B e-Commerce Digital Marketing Strategy Case Study

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B2B eCommerce digital marketing strategy case study

How we implemented Google Analytics 4 and increased sales by 20% for a B2B eCommerce advertising on Google Ads.

ABOUT THE CLIENT

Equipvan is a leading provider of fitting solutions for utility vehicles. Their racking solutions are compatible with commercial vehicles in Europe and globally. With a focus on customer satisfaction, Equipvan has established strong partnerships with resellers and operates through Woocommerce and WordPress platforms, catering exclusively to B2B customers in France.

CHALLENGE

The client faced the challenge of migrating from Universal Analytics to Google Analytics 4 while ensuring seamless e-commerce tracking and lead form tracking. Additionally, they required ongoing management of Google Performance Max and search campaigns to drive optimal results.

SOLUTION

To address these challenges, we implemented Google Tag Manager for efficient deployment of Google Analytics tags, variables, and custom implementations. This allowed for comprehensive tracking of key actions such as purchases, form submissions, click-to-call, and add-to-carts. Performance max campaigns were strategically segmented based on product categories and price range to maximize sales on high-profit items and generate increased website inquiries.

RESULTS

Thanks to the campaign segmentation and optimizations, their YoY revenue increased by 20%, with a 48% increase in form submissions, ultimately resulting in a significant boost of 23% in offline sales. By successfully implementing Google Analytics 4, the client now has accurate data collection to support data-driven decision-making and increase their digital marketing strategy efficiency.

SERVICES

PPC MANAGEMENT: Search, Performance Max, Retargeting.
WEB ANALYTICS: Google Analytics 4, Google Tag Manager, Google Data Studio dashboard.

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60% increase in B2B leads for a recruiting SaaS company.

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Google Merchant Center Suspension issue fixing

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Google Merchant Account Suspension Case Study

How we fixed a Google Merchant Center account suspension and improved the product feed in less than a week for a Magento e-commerce store.

ABOUT THE CLIENT

Reward Catering is a leading catering equipment supplier based in Ireland. With a vast range of over 5,000 modern and high-quality products, they cater to the needs of Ireland’s hospitality industry. Their commitment to providing the latest catering equipment sets them apart from the competition. Reward Catering relies on the Magento Amasty Product Feed Management tool to efficiently manage their inventory.

CHALLENGE

The client faced a major setback when their Google Merchant Center account was suspended for two reasons. Firstly, they were found to be offering prohibited content services (this was a false positive). Secondly, they had mistakenly omitted shipping details for a particular country. Additionally, a significant 90% of their products were disapproved for various reasons, hindering their online Google Shopping visibility and sales.

SOLUTION

To address the suspension and product disapproval issues, Reward Catering sought the assistance of our dedicated team, who are certified Google Premier Partners and can benefit from 24 hours support from Google. Our team worked around the clock to resolve the suspension, ensuring the account was back in operation.

Furthermore, we implemented the Amasty Magento extension to enhance their product feed for Google Merchant Center. We meticulously mapped the correct landing pages to avoid broken links and rectified 206 disapproved products due to missing images. Additionally, we mapped the price and sales price to display “on sale” product annotations as well as fixed the Google Product Category, boosting customer engagement.

RESULTS

Thanks to our prompt actions and expertise, their Google account was out of the risk of definitive suspension in less than a week. The accuracy and up-to-date information of their product listings were restored, ensuring an optimal user experience. Most notably, the product disapproval rate was reduced to 0%, allowing Reward Catering to showcase their complete range of catering equipment effectively. This improvement in their online presence has undoubtedly contributed to increased sales and customer satisfaction.

SERVICES

PPC MANAGEMENT: Product Feed Creation, Google Merchant Account Suspension Fix, Product Feed Optimization

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Digital marketing for luxury clothing brand

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DIGITAL MARKETING FOR LUXURY CLOTHING BRAND CASE STUDY

How we increased revenue by 20% for a fashion luxury brand with a multi-faceted marketing strategy to increase new collection visibility on Google Ads

ABOUT THE CLIENT

The client is a fashion luxury brand headquartered in Santa Monica, California. Their curated lineup of approximately 4,000 products on Shopify Plus is a testament to their commitment to ethical sourcing, sustainable practices, and affordable luxury. While their primary focus is the US market, their influence stretches to Canada, the UK, and Australia. The monthly advertising budget ranged from $40K to $350K during the holiday season.

CHALLENGE

With a focus on sustainable, affordable, and ethically-sourced clothing in the mid to high-end price range, our client intends to amplify their revenue and has established a specific Return on Ad Spend (ROAS) target. They seek consistent support for their monthly product and collection launches, underscoring their dedication to regular innovation and a constantly refreshed catalog for their discerning customers.

SOLUTION

Leveraging the wealth of creative assets provided, we formulated a multi-faceted digital marketing strategy to amplify the exposure of their new seasonal collections. Our approach encompassed Shopping and Search Ads on Google Ads and Bing Ads, but didn’t stop there. We also tapped into Display and Video advertising avenues on YouTube to ensure broad-reaching promotion visibility.

Beyond that, our dedicated efforts in product feed management and optimization enriched both the quality and quantity of product attributes. This strategic enhancement was pivotal in optimizing performance for both shopping and Dynamic Search Ads (DSA) campaigns.

RESULTS

The results were impressive! In the period October – January, YoY revenue increased by 19% with a 20% increase in sessions, while hitting the target return on ad spend (ROAS) of 6.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Microsoft Ads, YouTube Ads

Absolutely thrilled with the team’s innovative approach! Leveraging both Display and YouTube video advertising was a game-changer for our seasonal collections. Their expertise in product feed management significantly boosted our Dynamic Search Ads performance. Highly recommend!

Bruce – co-founder

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SaaS Lead Generation Case Study

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SaaS LEAD GENERATION CASE STUDY

How we managed to generate higher quality leads that convert into sales with Google Ads and Hubspot CRM

ABOUT THE CLIENT

The client is a software company focused on taking the hassle out of managing purchasing at small and medium businesses. They serve clients globally, with a team spread across Europe, the Americas, Asia, and Africa.

CHALLENGE

The main goal was to understand whether Google Ads was the right advertising platform for their business but to do that, they had to overcome multiple challenges. One of the challenges was high competition, which led to costly traffic. There were also gaps in their conversion tracking, which made it difficult to accurately assess the effectiveness of advertising efforts and understand lead quality. In addition, the search volume for their product was relatively low, which made it challenging to attract potential customers.

SOLUTION

To address the challenges the client was facing, we first implemented Hubspot CRM. This helped us understand which campaigns were effective and which not, and also allowed us to track the lifecycle of each lead. Even if a lead did not become a paying customer until six months later, we could see the connection and attribute it to the campaign that generated the lead.

Additionally, we reorganized our Google Ads campaigns and changed our approach to managing them. Instead of optimizing ads for the machine and maximizing the relevance between keywords and ads, we launched new, pre-qualifying ads optimized for the product.

These ads clearly outlined the main benefits and unique selling points of the product and allowed us to target broader keywords. If a user was not specifically looking for the product, they were less likely to click on the ad, which helped us focus our efforts on more qualified leads and save some budget.

RESULTS

We generated 106 leads in total; 11 of them were sales-qualified leads, and 4 leads were converted into paying customers, bringing four-digit monthly recurring revenue. The use of Hubspot CRM helped us monitor both the performance of our campaigns and the quality of our leads. Additionally, our implementation of an ads pre-qualification approach greatly enhanced the quality of our leads.

SERVICES

PPC MANAGEMENT: Google Ads, Search, Microsoft Ads
WEB ANALYTICS: Hubspot integration support

We worked very well together, and I hope we’ll continue working in the future.

Sergio – Product Marketing

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