Background
Zlato.ua is a jewelry hypermarket that has a wide range of products and dozens of brands. The store opened its doors to visitors at the end of 2014.
Challenge
Nowadays Zlato 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 Zlato bring a lot of quality traffic to their website. Today, according to Similarweb, Zlato has more than 100,000 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 Zlato 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 Zlato’s 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 Zlato’s logo and branded colors which helps Zlato increase brand awareness among their target audience.
The retargeting campaign is currently yielding 6.3% in CRR (Cost Revenue Ratio). This means that for every dollar spent on retargeting, Zlato is generating $15 in revenue. These are one of the best results we have seen so far from retargeting. Transaction rate is 0.67%. On average every visitor brought back by retargeting makes 5.71 page views, which means that the quality of visitors brought back by retargeting is very high and they have a high purchase intent.