Cross-Selling Strategies
23%+
16%+
31%+
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Challenge
• The challenge involved identifying and implementing effective strategies to improve online sales performance and market positioning. The focus was on increasing the average order value, conversion rate, and return on ad spend (ROAS) in a competitive online marketplace.
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Objectives
• Increase Average Order Value (AOV): To increase the average amount spent by customers per transaction, thereby boosting overall revenue.
• Boost Conversion Rate: To convert a higher percentage of visitors into paying customers, improving the efficacy of online marketing efforts.
• Improve Return on Ad Spend (ROAS): To gain a higher return on investment from advertising expenditures, ensuring more efficient and profitable marketing strategies.
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Solution
A multifaceted strategy was employed to meet these objectives, involving:
• Parentage Creation: Opportunities within the catalog for creating parent listings (grouping variations of a single product under one primary listing) were identified and utilized, enhancing product discoverability and comparison.
• PPC Defence: Targeted Pay-Per-Click (PPC) advertising was used to protect and promote product listings, ensuring high visibility among potential customers.
• Promotions: Utilising insights from Market Basket Analysis, special promotions targeted products frequently purchased together, encouraging larger order values.
• Brand Story Enhancement: The brand story sections were improved by integrating 'Buy Now' buttons within comparison chart modules and organizing these modules by categories for a smoother customer journey.
• Premium A+ Content: Developed premium A+ Content that included three comparison charts displaying a total of 15 products, all equipped with 'Add to Cart' buttons, facilitating easy and quick purchases.
• Product Range Thumbnail: Created a thumbnail showcasing the product range, offering a visual representation of the brand's offerings.
