The research piece uncovered consumer demographics, psychographics, geographics and provided valuable feedback, while also providing critical insights on website structure, functionality, the purchase process and the overall shopping experience.
All of this information was used to upgrade the website’s user experience, overall design and purchase funnel. It also led to a series of A/B tests, looking at everything from the checkout process, design of the product and home page, and the size and functionality of the search bar.
Furthermore, the demographic and psychographic data we collected from the research was used to write highly targeted ad creative for the paid search campaign, focusing on the unique selling points consumers told us were most important to them.
We also put a particular focus on the structure of the paid search account. Each ad group had only one keyword in it, giving us control over the performance of the campaigns on an incredibly granular level. Each keyword had ad creative that was highly targeted to the consumer’s search intent and a landing page that was relevant to the consumer’s stage in the buying cycle. We also setup bidding strategies on a keyword level based on geographic location, day of the week, hour of the day and, for specific product campaigns, the weather.