Case Study

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.