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Case Study

Case Study: Candycopia.com – Paid Search & CRO Transformation (April–November 2024)

Focus: Paid Search Campaigns, Conversion Rate Optimization (CRO), UX/UI Improvements
Results:

  • 267% increase in ecommerce revenue

  • 74% increase in conversion rate
     

Background

Candycopia.com, a specialty ecommerce retailer, sought to accelerate online growth by launching paid search campaigns and overhauling their website’s user experience. The primary goals were to drive qualified traffic, improve on-site engagement, and maximize conversions.

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Strategy & Execution

1. Paid Search Campaigns

  • Account Structure & Keyword Research:
    Built a granular account structure around product categories, bestsellers, and seasonal offerings. In-depth keyword research identified high-intent search terms and negative keywords to minimize wasted spend.

  • Ad Copy & Creative:
    Developed compelling ad copy highlighting unique value propositions (e.g., curated candy bundles, exclusive flavors). Leveraged ad extensions to showcase promotions and direct users to relevant landing pages.

  • Ongoing Optimization:
    Regularly monitored key performance indicators (KPIs) such as click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS) to refine bidding strategies, pause underperforming ads, and allocate budget to top performers.

  • Landing Page Alignment:
    Ensured ad messaging and landing page content were tightly aligned, boosting Quality Score and reducing CPC.

2. Conversion Rate Optimization (CRO) & UX/UI Improvements

  • User Journey Mapping:
    Analyzed user flows to identify friction points. Focused on streamlining navigation and checkout processes, reducing steps to purchase, and clarifying calls to action.

  • Navigation & Information Architecture:
    Redesigned the site’s navigation to make it intuitive and visually engaging. Implemented a mega menu structure with image-based categories, enabling users to shop by collection, flavor, or occasion—making product discovery seamless.

  • Homepage & Product Page Enhancements:
    Replaced standard carousels with dynamic banners that highlighted bestsellers and promoted bundles. Added benefit-driven messaging and clear value propositions to increase engagement.

  • Build-a-Bundle Feature:
    Introduced a “Build Your Own Bundle” tool, allowing customers to customize orders. This not only increased average order value but also improved retention by catering to individual preferences.

  • Error Handling & Trust Signals:
    Improved error messaging during checkout and added trust badges, customer reviews, and clear shipping information to reduce abandonment.

  • A/B Testing:
    Ran iterative A/B tests on headlines, CTAs, page layouts, and promotional banners to identify high-converting elements. Used analytics to inform and validate design decisions.


    ​Results



     

 

  • Revenue Growth: Ecommerce revenue surged by 267%, driven by a combination of increased qualified traffic and higher on-site conversion rates.

  • Conversion Rate: The site’s conversion rate improved by 74%, a direct result of UX/UI enhancements and CRO best practices.

  • Ad Efficiency: Paid search campaigns achieved above-industry-average CTR and ROAS, with ongoing optimizations reducing CPC and increasing ad relevance.
     

Key Takeaways

  • Synergy Between Paid Search & CRO: Aligning ad creative with optimized landing pages maximized ad spend efficiency and conversion potential.

  • UX/UI as a Growth Lever: Investing in intuitive navigation, visual merchandising, and error-free checkout experiences directly contributed to revenue and conversion gains.

  • Continuous Testing & Iteration: Regular A/B testing and data-driven decision-making were crucial for identifying and scaling what worked best.
     

Conclusion:
Through a strategic blend of paid search execution and rigorous CRO/UX improvements, Candycopia.com transformed its ecommerce performance, achieving substantial revenue and conversion rate growth in just eight months. This case underscores the power of integrated digital marketing and user-centric design in driving measurable business outcomes.

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