Background
Citrus is a Ukrainian nationwide network of stores selling cell phones and new gadgets. The company was founded in 2000.
Today, Citrus is the leading online store citrus.ua and a network of 51 stores operating in a unique for Ukraine format of innovative entertainment centers with open access to products, interactive virtual reality zones, electric vehicles, smart home devices. Citrus is developing its own network of authorized service centers and rental stations for electric vehicles, as well as the unparalleled educational spaces CHUB and Citrus Academy in the flagship stores of the network.
Challenge
Nowadays Citrus is investing a lot of money in promoting their website online. This includes search engine optimization, pay-per-click advertising, social media marketing, etc. This helps Citrus bring a lot of quality traffic to their website. Today, according to Similarweb, Citrus has more than 6 million unique visitors monthly to its website.
That’s why it’s even more troubling to know that just 3% of visitors convert on the first visit.
Marketers from Citrus were looking for a way to bring back non-converting visitors. As a secondary objective, they wanted to increase brand awareness and loyalty among the same target group.
Solution
Considering Citrus’ main objectives, we decided to start a dynamic retargeting campaign for the store. With dynamic retargeting in place, we can show all the store’s past visitors ads with products they were interested in. This helps return them to the site and convert a significant portion of the target group. All the ads contain Citrus’ logo and branded colors which helps Citrus increase brand awareness among their target audience.
The ROI of the campaign has reached 1,960%. The transaction rate is 0.74%, which is 45% higher than the average on the website. The average session duration is 7 minutes 15 seconds, which is 40% above the average on the site. This means that the quality of visitors brought back by retargeting is very high and they have a high purchase intent.