Optimized Analysis | How to double sales and attract a 50% increase in traffic. Case study: BIO Republic

Mihai Cristea 30/09/2020 | 16:05

Optimized, a Romanian agency specialized in PPC (Pay-Per-Click) campaigns for e-commerce, presents the tools and strategy through which stores can strengthen their online presence. In this case, we approach the online store BIO Republic. The collaboration started in October 2018 and in almost two years the traffic increased by 50%, and sales have doubled.

 

Currently, BIO Republic has reached an average basket of over 20% higher in 2020 compared to 2019. Most customers are women between 25 and 44 years old, from urban areas, users of Android phones and people who are concerned about a healthy lifestyle, quality food and wellness. The strategy developed by Optimized for the product portfolio provided by BIO Republic involved consolidating the presence on platforms such as Facebook and Google, attracting top of funnel traffic and running Dynamic Remarketing campaigns, which helped increase the conversion rate.

The success registered in 2020 was also supported by the introduction of new products in the offer, the optimizations made at the level of the online platform of BIO Republic, but also by the quality of the services provided, which is also confirmed by the distinctions achieved by the store. The focus has been, since the beginning of the collaboration, on its own products, such as raw honey, nutritional supplements, or functional powders and quality ingredients, and for each category, Optimized has developed specific campaigns, with messages adapted to the type to which they were exposed and they communicated clearly the benefits and what these special products do.

“The DESI 2020 study shows that in Romania only 10% of companies sell online. This is, in our case, an excellent indicator to see how much growth potential there is in the e-commerce area. For now, we cannot say that there is no place on the market and that all the niches have been covered. As we have seen with BIO Republic, Romanians are more and more attentive to what they consume and where they buy from and take care of their well-being. The important thing is to get the message to them, and that was the first thought I started with. What I noticed in case of BIO Republic, but also from the relationship with other Optimized partners, is that the recipe for success cannot exist without these pillars: a solution for the consumer needs, differentiation through service quality, strong presence on promotion platforms with marketing investments and the support of an agency with PPC expertise in e-commerce, and investing in the brand so that people can find out its story”, said Mădălina Stănescu, founder of Optimized.

 

The mechanisms by which online merchants can grow their business

Optimized collaboration with BIO Republic involved an involvement in strategy and management of pay per click channels, such as Google, Facebook or Instagram. The actions carried out so far started from an analysis of the site, the competition and the PPC strategy for the development of a new one, adapted to the offer, the clients and the position on the market.

Over the past two years, Optimized has created a framework to drive interest in this type of product and bring targeted audiences to the website through Google search campaigns and display campaigns on Facebook and Google and through YouTube videos. Currently, the estimate is that sales will be at least double compared to the same period from 2019, in the second half of the year, and that 50% increase in traffic will be maintained.

In case of BIO Republic, an important stake was the presence in Search on Google, where there exists already the customers’ intention to buy. This was complemented by an analysis of the critical points during one user, from the enthusiast stage to the customer stage. In case of Facebook, the goal was to reach the right audience, analyzing the interests it has, the communities it belongs to, but also consumer habits. Through the PPC strategy proposed by Optimized,  BIO Republic was able to reach the proposed multiplier for sales.

“From the very beginning, we wanted to be next to our customers with the best products, which would support their lifestyle and healthy choices. We noticed, and we are glad about it, that more and more Romanians are more attentive to what they consume, and this motivates us to keep up with their requirements and even to surprise them with new products launched in our portfolio. The collaboration with Optimized helped us to reach those who did not know us, but also to help everyone else interested in organic products to easily find what they are looking for. The results recorded so far determine us and give us confidence that what we started from passion can be a real help to so many people “, said Ciprian Stancu, founder of BIO Republic.

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