About the customer
Measuring sensors for professionals
Aina is a mirror manufacturing company in Kazakhstan. The company manufactures various models of interior mirrors, including backlit mirrors. In its production activities Aina uses not only traditional technologies, but also its own innovations.
The main points of sale of the manufacturer Aina are stores specializing in construction and home improvement materials in major cities of Kazakhstan. Due to its niche, backlit mirrors had little representation in the traditional market. The turnover was negligible.
The manufacturer assigned us the task of increasing sales of mirrors with LED backlighting, not only for standard models, but also through the manufacture of mirrors on demand, wholesale and retail.
We invite you to review the steps below in more depth, however below is a summary of the actions taken to meet the client’s objectives.
Actions taken by VK Web:
Production of a marketing briefing
During the first meeting, we worked on two objectives: establishing relationships of trust with the client, and collecting all the necessary information about the project.
We sent a list of questions to our client and our specialists collected all the information about the market, the main competing manufacturers, distributors of mirrors.
During the meeting, we identified the goals and objectives of the client for the year, learned the characteristics of the product, the main activities of the company, priority areas of development, identified the target audience, received initial data for media planning and developed a work plan.
The result of the briefing was a document where all the main points of future interactions of both parties, the client’s wishes and key aspects of his business were formalized.
Competitor analysis and formation of a unique selling proposition
To begin with, we studied the product characteristics such as assortment, quality, technical characteristics, etc. We identified the target audience, analyzed wholesalers and resellers separately and finally identified priority audience segments.
We studied the competitors: determined in which regions they are represented, their advantages and weaknesses, how they build their marketing, what channels they use, how they influence the audience, etc.
We managed to differentiate the product in the market, build a strong offer, highlight the main advantages of purchasing a product, determine the cost and the number of desired potential customers, and calculate the budget of an advertising campaign.
During our comprehensive competitor analysis, we discovered:
The result was being able to differentiate the product in the market, put together a strong offering, highlight the main benefits of purchasing a product, determine the cost and number of potential customers desired and to calculate the budget for an advertising campaign.
This document presents and describes in detail all segments of the customer’s target audience: gender, demographics, income, interests, key factors when making a purchase decision, additional factors when making a purchase decision, how make a purchase (transaction cycle), purpose of visiting the landing page, objections, etc.
Developing a promotional strategy
Based on market research, target audience study and competitive analysis, we came to the conclusion that the landing page will be the most effective. In order to draw relevant conclusions about this success, we studied the profitability of the project. We thus determined the effectiveness of the main sales channels, calculated how many customers needed to be attracted and how much each of them would cost, found the break-even point and calculated the return on investment.
Prototype, design and writing
Our SEO team has gathered and consolidated the required items, questions and concerns. Although the consumer is the focus, our team ensured that white hat SEO practices are also recognized; aspects like; page title, meta description alt tag, etc.
Suggestions and requirements were forwarded to the editorial team. They continued to create the text while ensuring that the essential weighted text was clearly focal and easily visible.
Functional sections have been created to clearly answer specific consumer questions, such as:
Once the text was created and accepted, the prototype phase followed and finally the design.
Because the deliberate aim was to clearly address concerns. Unnecessary decorative elements, too bright colors or non-standard fonts were not used. Additionally, each element would be accompanied by visual content.
Collection of keywords for Google search ads
At this stage, we already knew the specifics of the company, understood our potential customers, and what queries in the search engine they are looking for light mirrors.
At this stage, we already knew all the specifics of the company and we understood who the potential customers are and through what queries they search for light mirrors in search engines.
First, we selected the main queries such as: “buy mirrors with lighting”, “mirrors with LED lighting”, “price of lighted mirrors”, “custom-made lighted mirrors”, etc.
Then, based on these high-frequency keywords, we compiled a list of low-frequency searches in Google Planner, such as “bathroom light mirrors in Almaty”, “buy mirrors with LED bathroom lighting », “mirror with custom bathroom lighting”, etc.
Website development and technical optimization
Any landing page should not only load quickly, be optimized for SEO, but also be easy to edit. A/B split testing will become a necessary part of the future. This is why we chose CMS – WordPress.
Despite using WordPress, we decided to create our own PHP database and custom theme to ensure future updates wouldn’t hamper page speed.
We also checked our WordPress 101 Points Checklist, which includes:
Configuring Google Search Ads and Remarketing. A/B split testing
First, we linked Google AdWords and Google Analytics accounts. To track targeted actions on the site, we set up conversion transfer and created goals in Google Analytics.
To test the effectiveness of the advertisements and generate the maximum number of clicks to the site, we created five variations of text for the advertisements and extensions (sitelinks and teasers).
To reduce the cost of advertising and increase its effectiveness, we created “Remarketing” lists, based on customer behavior on the landing page.
The advertising strategy we chose made it possible to bring back users who had already visited the site and motivate them to make a purchase thanks to a special 20% discount offer.
We made hypotheses to improve the conversion of the landing page. For each hypothesis, we carried out tests and analyzed visitor behavior using the Optimizely.com and Google Analytics services. We determined which version of the website performed best and generated a high conversion rate. A/B test result, conversion increased from 5% to 9.7%
Optimization of an advertising campaign
The main tasks of contextual advertising optimization are to reduce the cost of a click and increase the CTR (click-through rate) of ads.
To minimize ineffective spending and make each ad display in the search engine as effective as possible, our agency’s specialists carried out a set of works, such as: disabling the display of ads for keywords and regions low converting, fix bids, create an ad serving schedule, added negative keywords, etc.
As a result of the optimization of the ad campaign, the cost per click decreased to 0.47 CAD or 0.32 €, and the CTR of the ad increased to 17.77%.
Bonus: Creation of a professional account on Instagram. Developing a content plan.
Creating the design for a professional Instagram account was not included in the cost of the work, it was a bonus from our agency for regular clients.
We developed themes for the content plan and divided them into post categories: informational, entertainment, advertising.