DESIGNER CLOTHING ECOMMERCE CASE STUDY

How we increased revenue from $0 to $35K+/month in 12 months for a designer eCommerce brand.

ABOUT THE CLIENT

The client is a US brand operating in the premium denim industry. They focus on the concept and production of high-quality, made-to-measure jeans through an eco-friendly and sustainable workflow.

CHALLENGE

The client needed to begin advertising through a brand new account. For this reason, there was no previous data available. The main goal was to hit a specific return on ad spend (ROAS) while maximizing exposure. Since the name of the client’s brand was similar to other brand names in different business fields, achieving the main goal was difficult.

SOLUTION

Our first task was the collection of data ceaselessly cleared through our proven methodology and specific activities. This allowed us to focus on identifying the right audience targeted through different campaigns.

While collecting data after the first period, we expanded the account with shopping campaigns, and proper product feed optimization, remarketing, and display campaigns. In this way, we supported the client’s brand awareness activities through the different funnel stages while simultaneously bringing revenue to the desired ROAS goal.

Finally, the recurring launch of new collections and promotions let us refresh the account and constantly find new customers while maintaining relationships with past customers.

RESULTS

After 12 months of management, revenue went from $0 to $35K+ per month, doubling the client’s ROAS goal of $1.5 to $3. In particular, this was done while supporting the activities of brand awareness run by the client through other channels.

SERVICES

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

I had an exciting opportunity to work with the Midsummer Agency and they were absolutely amazing. We needed a PPC advertising agency as part of our fashion eCommerce brand launch and they did an incredible job. I was thrilled with their quality and attentiveness, and would definitely recommend them to anyone looking for an online marketing agency.

Mark – eCommerce Manager

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INTERNATIONAL FASHION ECOMMERCE CASE STUDY

How we leveraged Google local campaigns and multi-country Google shopping for a luxury fashion eCommerce.

ABOUT THE CLIENT

The client is a US-based luxury fashion brand serving clients in more than 20 countries worldwide via an eCommerce channel and physical retail stores. Its catalog counts thousands of products with continuous seasonal updates. The monthly budget allocated for Google Ads PPC is in the $160K – $180K range.

CHALLENGE

The client wanted to drive more traffic to the physical stores in the US market and increase eCommerce sales in the international market. Our main goals were:

  1. Drive selected geo-targeted traffic to the physical stores without compromising the online channel performance.
  2. Expand the brand presence and its current product feed to three additional countries with different currencies, shipping terms, and brand penetration.

SOLUTION

We set up local campaigns with driving directions conversion. These campaigns allow potential customers to discover products and “get directions” to their nearest store after viewing an ad. We implemented the catalog extension to serve the additional markets via a third-party feed management tool. This solution allowed us to set up custom rules that assign specific attributes to the thousands of catalog items according to the market peculiarities. We streamlined the product feed management without losing any possibility of feed optimization at a deep level. This is especially important for our customer’s need to run sale initiatives and seasonal updates frequently.

RESULTS

The local campaigns generated an average of 3000 monthly interactions of users getting directions to physical shops, with a cost per action (CPA) under $3. Within the first few weeks, the campaigns targeting foreign markets with the extended product feed yielded a return on ad spend (ROAS) of 600% and an Impression Share above 95% for the brand keywords.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Local Campaigns

I must say that I am really happy with Midsummer Agency. They were really helpful with international pay per click campaigns for our fashion brand. They are very knowledgeable and professional, and I have been in touch with them for a few years now. Midsummer Agency helped us, and we would recommend them to any company looking for advertising help..

Claire – Marketing Director

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FASHION ECOMMERCE CRO CASE STUDY

How we leveraged user behavior and customer feedback to double the website conversion rate.

ABOUT THE CLIENT

SEASE is an Italian outdoor fashion brand offering a contemporary wardrobe for passion-driven lifestyles.

CHALLENGE

Increase the eCommerce conversion rate on luxury price tag products and improve the add-to-cart rate.

SOLUTION

We set up the traffic monitoring infrastructure – heatmaps, session recordings, and surveys – to identify patterns among users leaving the checkout page without making a purchase and those visiting the product page without adding products to the shopping cart.

We discovered two types of barriers:

  1. Product perceived value, which was directly related to a low add-to-cart rate
  2. UX gaps that were mostly connected with the checkout process

Knowing this allowed us to support the client’s teams with website optimization solutions, intervene on both aspects, and accurately measure before/after results.

RESULTS

We doubled the overall website conversion rate just one month after implementing our suggested optimization techniques. A similar uptrend continued during the following months, hitting an overall +288% conversion rate after seven months.
Thanks to session recordings analysis, we also resolved an ongoing issue that hindered users from completing orders for weeks without the client or dev even noticing it.

SERVICES

CONVERSION RATE OPTIMIZATION: Heatmaps, Session Recordings, Surveys, Net Promoter Score

PPC MANAGEMENT: Paid Social, Google Shopping, Product Feed Management, Search, Display, Retargeting

With Midsummer Agency’s help, we hit the highest e-commerce revenue in the last quarter. The team was a pleasure to work with. Their communicative and strategic nature allowed us to integrate seamlessly within our in-house team. Their experience in the fashion industry was outstanding.

sease logo
Lorenzo S. – eCommerce Manager

Read the full review on Clutch

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GOOGLE SMART SHOPPING CASE STUDY

How we increased revenue and ROAS with advanced Google Smart Shopping product segmentation and feed management

ABOUT THE CLIENT

The client is a fashion eCommerce retailer on Shopify, selling to the US and Canada. With a complex product catalog of 17.000 different items grouped in 10 categories, 80% of the total revenue comes from printed t-shirts. New collections are online every two weeks.

CHALLENGE

The client’s product feed was frequently updated. New t-shirts were printed depending on customers’ demand, so there was no inventory. This meant no best-selling products and no promo on remaining stock, making it difficult to run campaigns on specific products.

SOLUTION

We launched a dedicated Smart Shopping campaign running only on t-shirts, as they have similar performance (AOV, ROAS, CPA), to collect and analyze performance data.

We used external tools (Optmyzr, Google Analytics, Google Trend) to bypass hidden search queries and what made t-shirts so successful. It was not the brand, the color, or the material. It was the product size. In fact, 70% of the revenue was coming from 20% of the sizes.

With the help of the feed management tool Data Feed Watch, we grouped t-shirts based on size and excluded poor-performing t-shirts from the campaigns. In this way, we could maximize budget and returns on the most profitable categories and best-selling sizes. Also, newly added products would automatically land in the optimized campaign.

RESULTS

We realized size matters 🙂 Campaign revenue was massive in the first month compared to the previous period, with a 230% increase, and ROAS improved by 26%. Overall website revenue benefited as well, with selected t-shirt sizes sales improved by 88%.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management

We are quite impressed with Midsummer Team’s catalog and performance analysis. We loved the idea of a different approach, and these sizes were definitely the most important and purchased, thus a good indicator of potential sell-through.

Michael – Owner

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