Multi-country Haircare eCommerce Case Study

How we double revenue in 30 days through a full-funnel strategy in three different markets

ABOUT THE CLIENT

Rossano Ferretti is a luxury haircare eCommerce brand based in the UK, also operating in the Italian and US markets. Well-known for its luxury hair salons and the revolutionary cutting method, it now brings salon-quality products to its customers’ houses.

CHALLENGE

Rossano Ferretti’s main goal was to improve general digital advertising performance and increase overall revenue, quickly preparing the account for the upcoming holiday season and maximizing other marketing activities (PR, organic social activity, and more). In particular, each market needed a different approach since:

Italy: it needed a complete restart since campaigns were not running anymore due to poor performance
US: general revenue performance was decreasing, and we needed to reverse the trend
UK: performance was good, so we aimed to preserve the positive trend

SOLUTION

The first step of our strategy included the countries’ segmentation into different accounts based on the client’s business goals and needs.

Through our proven methodology, we have then implemented an account restructure to immediately drive results and sales, reinforcing the current lower funnel activity keeping what was working and improving was not delivering sales. In particular, we launched custom search and performance max campaigns.

The data collected during the first month were useful for expanding the accounts with more full-funnel activities through Meta channels (Facebook and Instagram) and Google properties, according to each country’s needs.

During all the abovementioned steps, we also created new ads (both evergreen and promotional) to deliver the correct message to each different buyer persona; the users’ segmentation was based on the funnel steps, so we implemented the following:

– Ads targeting the awareness step;
– Ads targeting the acquisition phase;
– Ads targeting the remarketing stage.

RESULTS

After the first 30 days of our management, the overall performance of the website increased by 116% in revenue, more than doubling the previous month’s performance, with an 84% increase YoY.

In addition, the client also had better performance in:

– the number of orders, increased by 92%;
– the average order value, higher by 12%;
– the number of new customers, which grew by 78%.

SERVICES

PPC MANAGEMENT: Facebook Ads, Instagram Ads, Google Search, Google Shopping, Performance Max, Display, Retargeting, Product Feed Management

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Pet Industry eCommerce

Pet Industry Brand eCommerce Case Study

How we doubled the ROAS for a pet accessories eCommerce brand in 3 months

ABOUT THE CLIENT

The client is a pet accessories Brand operating in all the English-speaking markets (US, UK, Canada, Australia). They focus on the design and production of pet-friendly accessories made with premium quality and pet-friendly materials.

CHALLENGE

In a market with very strong competition, the client wanted to make his customers feel the quality of the product and differentiate himself from the competition. The main goal was to hit a specific return on ad spend (ROAS) and gradually increase the monthly budget, to consolidate brand awareness while growing transactions.

SOLUTION

As a starting point, we fixed the account inefficiencies: we reviewed the negative keywords, fixed the Google Analytics tracking, reviewed the ad extensions, and implemented the audience lists to collect data for customers and retarget them with remarketing. Then we aimed for the best method to make people feel the quality: through the images using Google Shopping campaigns. We created a product database feed with optimized product images and descriptions that we wanted to show to the customers; hence we launched a granular Google shopping campaign structure segmented by similar groups of products.

RESULTS

After the first month, conversions skyrocketed! We more than doubled the number of sales in just one month (from 55 to 128), and the ROAS did likewise. We achieved this, thanks to a higher number and quality of clicks, brought by more appealing images and descriptions; as a consequence, potential customers were more likely to click on the ads, discover and buy the products.

SERVICES

PPC MANAGEMENT: Product Feed Management, Search, Display, Retargeting, and Shopping Ads.

I’ve been working with Midsummer Agency for a few months now, and I must say they have been a huge help in my business. They know how to create engaging, catchy, and professional ads. They also helped me increase my sales by using google ads correctly. If you’re looking for someone with knowledge in this field, I highly recommend them!

Samuele – CEO

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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

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B2B LEAD GENERATION CASE STUDY

How we leveraged LinkedIn Ads, Google Ads, and Hubspot CRM to generate 145% more leads at lower CPA, and measure customer lifetime value

ABOUT THE CLIENT

Sculpteo, a brand of BASF, is an online 3D printing service offering new manufacturing and scaling opportunities for its customers globally.

CHALLENGE

The client offers new manufacturing possibilities for demanding industries, such as automotive, by providing free physical sample kits. The primary goal was to reach the decision-makers of select industries on LinkedIn, targeting top European countries. The biggest obstacle was high cost-per-click (CPC), low conversion rates (CVR), and a sales cycle that could take multiple interactions and a couple of months from signup to purchase.

The secondary goal was to understand PPC campaigns’ impact on the business, from an attribution and data analytics standpoint, given the length and complexity of the sales cycle.

SOLUTION

For the primary goal, we initially tested an ad suitable to target multiple industries without emphasizing the main offer. Later, we created granular industry-focused campaigns using the free sample kit as the main offer. Landing Pages were also carefully crafted based on our suggestions.

For the secondary goal, we initially relied on Google Analytics, but considering the complex user journey and its conversion attribution model limits, we were missing out on a significant number of conversions, especially repeated purchases. Later we started using Hubspot CRM, which allowed us to track users’ journeys on the website, better attribute conversions, and understand new customers’ value and overall PPC campaigns’ impact on the business growth.

RESULTS

We increased lead volumes by 145%, with CPA decreased by 72%. The combination of new industry-dedicated audience targeting custom industry-related ad messaging, a strong Call to Action, and optimized landing pages brought great results in the very first week.

At the same time, the Hubspot integration allowed us to make more data-driven decisions on the campaigns. We also created a custom real-time interactive dashboard, to visualize every order generated by customers coming from Google Ads campaigns, their revenue, and lifetime value (LTV).

SERVICES

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

Thanks to the ongoing efforts of Midsummer Agency, we have differentiated ourselves from other competitors and brought in new leads from LinkedIn for our sales division. The team’s workflow has also been very efficient, ensuring all project timelines are followed.

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Carmel – Sculpteo Head of Marketing

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TRAVEL & TOURISM CASE STUDY

How we boost boat and berth bookings for a travel marketplace

ABOUT THE CLIENT

Marinanow is a travel marketplace where users can book online more than 10.000 boats and berths in 1.300 destinations in the Mediterranean Sea.

CHALLENGE

The main goal for Marinanow was to expand sales globally. They hired us to support business growth, increase international brand visibility, and drive more bookings on strategic locations.

SOLUTION

We deployed a hyper-granular set of campaigns to promote each of the 300 destinations globally, in 4 languages. We created targeted ads triggered by more than 8.000 keywords. To monitor and analyze performance efficiently, we designed and implemented a custom Google Analytics tracking solution via Google Tag Manager and a custom Google Data Studio performance dashboard.

RESULTS

During the peak season, the brand grew by 57% in overall US traffic compared to the previous year, which resulted in +58% online bookings from strategic locations.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting.
WEB ANALYTICS: Business analytics strategy, Measurement plan, GTM implementation, Google Data Studio dashboard.

We are delighted with the results. Again, this year, Midsummer has been a great help for us. The team supported us in reaching our business goals, going far beyond expectations.

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Paolo Codina - Marinanow Co-Founder
Paolo – Co-Founder

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