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Purest Solutions offers skin problem focused, environmentally friendly skin-care routine products developed in accordance with consumer habits and needs.
Our objective in this study was to increase revenue generated from the website to improve profitability and reduce dependence on marketplaces. Another goal was to increase revenue share without significantly changing the media budget.
As a result of our efforts, the online revenue only coming from the website increased by more than x2, with budget increased by 35%, a 142% increase in total revenue share.
142% increase in total revenue share! We reduced dependence on marketplaces.
Challenges:
- 📌 The fact that our products were being sold on almost all marketplaces was diverting users’ attention away from our website, hindering our sales efforts. We have a limited budget that can’t compete.
- 📌 The brand name was not included in product names on our feed, which causes our ads not to trigger in brand-related searches. Users shop for our brand on marketplaces instead of our website, causing a loss of revenue.
- 📌 Using English product names composed of dermatological terms has created a language barrier. As a result, the target audience needs help understanding and engaging with the products.
- 📌We had to optimize our product names using Google Merchant Center rules since the development team could not provide technical support.
- 📌 There was a discrepancy between the prices in our product feed and on our website. As a result, we were unable to promote discounts and show customers these opportunities due to the price difference.
- 📌 We also faced disapproval of our discounted products in the Google feed due to price discrepancies, further reducing the already limited number of visible products.
The Approach:
The mission of The Purest Solutions company is to produce animal and environmentally-friendly skin care products. In this direction, our aim was to target Turkish women consumers who value nature, animals, and skin care products. We also focused on users interested in our and similar brands’ products with similar standards. To engaged this audience, we utilized 2 main strategies.
- ✅ Asset Improvements:
One of them was emphasizing our brand’s unique features, which included offering skincare products that are both animal and environmentally friendly. We incorporated phrases like “Recycle – Planet Friendly” on our website and advertising materials to appeal to sensitive and potential customers, aiming to enhance our performance.
- ✅ Localization:
We noticed a significant search volume for Turkish keywords in the Turkish market. Turkish users searched for skin care products using search terms specific to their skin problems, resulting in higher impressions in Turkish searches. However, our product names were in English, making it difficult for Turkish users to understand. This was confirmed by the search terms, which showed that users were searching according to their specific skin problems in Turkish but were unable to fully understand our product names due to the language barrier.
We applied all these learnings to our Search, PMax and Meta advertising campaigns and managed to capture our users’ attention.
Hard work always pays
Results:
When we compare the just 1 month period, website revenue share increased x2.4!
Transactions increased two-fold, CR also increased by 47%.
We applied valuable insight from search term results to our projects with a data-driven strategy. Rather than competing with a different brand in the same segment, we competed with marketplaces. We achieved this success during a quiet period before Black Friday when users were waiting for discounts to shop. We achieved our initial goal without a significant budget increase or any changes to the website solely by using marketing channels. Because there wasn’t a developer team to support us with technical issues, we overcame technical challenges ourselves. Our work was motivated by the values of a nature-conscious brand.
Doing Good, Selling Well 🚀
