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:
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267% increase in ecommerce revenue
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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
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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
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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
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Revenue Growth: Ecommerce revenue surged by 267%, driven by a combination of increased qualified traffic and higher on-site conversion rates.
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Conversion Rate: The site’s conversion rate improved by 74%, a direct result of UX/UI enhancements and CRO best practices.
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Ad Efficiency: Paid search campaigns achieved above-industry-average CTR and ROAS, with ongoing optimizations reducing CPC and increasing ad relevance.
Key Takeaways
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Synergy Between Paid Search & CRO: Aligning ad creative with optimized landing pages maximized ad spend efficiency and conversion potential.
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UX/UI as a Growth Lever: Investing in intuitive navigation, visual merchandising, and error-free checkout experiences directly contributed to revenue and conversion gains.
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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.
