Unlocking Success: Strategies That Boosted Our Sales!

If you are a brand with a certain conversion rate, it can be challenging to increase sales during the inflation period. However, with a successful strategy, it is possible to increase sales and grow the brand.

In this article, I am telling you about the strategy we implemented in our Konyalı Saat brand, which sells luxury accessories, to increase conversions. In addition to sales, I share the results we achieved as a result of our work on brand awareness.

Problem: Increasing Sales of Non-essential Products in a Period of Inflation

Periods of inflation create challenging times for people and businesses, often due to currency depreciation, rising prices of goods and services, heightened economic uncertainty, increased competition and heightened price sensitivity. Currency depreciation has led to a decline in people’s purchasing power and hence their propensity to spend and buy. As economic uncertainty increased, people tended to avoid non-essential spending. This is particularly pronounced for luxury goods and accessories, which are considered “elastic”, where even small increases in price can lead to large drops in demand.

Approach: Brand Awareness and Conversion Driven Strategy

In my previous article, I shared with you what we can do with a low budget for brand awareness and conversion. So what did we do to increase the awareness and conversion rate of our brand, which is known by a certain audience, that is, relatively high awareness?

Increasing Conversion Rates: Initially, our focus was on maximizing conversions from our existing traffic. We made these changes to encourage more of our existing website visitors to complete a purchase.

Increasing the Number of Sessions: After optimizing our conversion rate, our next step was to increase the number of sessions while keeping the conversion rate constant. In this process, we both made paid ads and performed SEO optimizations.

Project Management: Campaign Curation and Media Buying

With the aim of increasing conversions;

We optimized our landing pages to engage visitors and drive them to purchase. This was done by improving the design and content of the pages, making call-to-action buttons more prominent and speeding up page load times.

To reach high-income earners, we created different customer segments based on occupations and locations, and used personalized marketing messages tailored to these segments.

We promoted “limited time special discounts” and “limited stock” offers on our website and social media channels. Thus, we enabled our potential customers to take action faster.

We created special audiences of those who viewed a certain number of products, added to cart but did not make a purchase, and spent a certain amount of time on our website. We applied special percentage discounts to these audiences.

We tried to direct all our audience who interacted with us to purchase via e-mail and SMS.

In order to increase the number of sessions;

To introduce our new products to the audiences we created based on interests, professions and locations with our social media ads. Thus, we attracted traffic to our website at low cost.

At this stage, we used traffic, conversion and interaction ads on social media. Thanks to interaction campaigns, we enabled our potential customers to interact with our social media content through likes and comments. Thus, we achieved our goal of creating a community around the brand and contributed to brand awareness.

We reached large audiences with our video campaigns on special occasions in line with our brand culture.

With media buying;

We ensured that ads were placed on popular websites, social media platforms, digital magazines and other online platforms, thus reaching a wider audience. Our brand was seen by millions of people. In addition, since users were constantly exposed to our brand’s ads, it was easier for our brand to stay in their minds, which increased brand awareness. Thanks to quality and professionally designed advertisements, the image of our brand has increased.

We focused on the target audience you identified, so our ads were seen by relevant and potential customers. This resulted in higher quality traffic to our website and a higher probability of conversion.

Success: Increased Sales and Brand Awareness

As a result of our analysis, when we examine Table 1, as a result of the projects we carried out to increase conversions in April, we managed to increase sales by 31% by keeping the number of sessions constant and increasing the conversion rate by 28%. In May, as a result of the projects we carried out to reach more people and increase our sales at the same time, we increased the number of sessions by 14%. However, our conversion rate decreased by only 7% and we achieved a 7% increase in the number of purchases. This result also proves that the potential customer from whom we obtained a media purchase is more likely to make a purchase.

Based on the data, we believe that the noticeable increase in purchase data shows that the demand for our non-essential products has increased during the inflationary period and customers are choosing us.

We hope our success story with Konyalı Saat has inspired you. If you are facing a similar situation, you can first approach your website from a conversion perspective and follow strategies that will lead the audience that has visited your website before to purchase. In addition, you can prioritize social media awareness efforts and attract a high-conversion audience to your website with media buying.

As BoostRoas, we aim to help businesses like yours reach new horizons with effective digital marketing strategies.