An online clothing store, focused on women’s wear between the ages of 18 – 30 years, aiming to become the younger brand to similar stores such as Zara, ASOS and Urban Outfitters. Interestingly, Kiwi has a good following for a start up with over 80K insta followers generating a lot of traffic to the website, however the conversion rate was seemingly low. This was a great opportunity to optimize, knowing that the audience is already engaged.
Specifically our objective was to:
1. CRO on Checkout Pages
2. Develop a New Theme
3. Optimise Social Ad Performance
Over the course of 4 months, we prioritized the following:
CRO (Conversion Rate Optimisation)
- Create a goal funnel within Google Analytics to analyse Kiwi&Co’s drop offs in traffic from beginning to end. This will help us target pages with the lowest CTR% which may have been the bottleneck to the user experience.
- Run a series of A/B testing experiments using Google Optimize to see which elements were impactful to maximise conversion performance
New Website Theme
Implement the findings from the A/B results by creating a new theme within Shopify that catered towards the key pages for both desktop and mobile with an improved user journey.
- Analyse historical campaign data via Ad Manager to determine best & worst performances with purchase results, cost per result and ROAS
- Restructure the account, splitting campaigns by target audience: Lookalike, Detailed Interest Targeting and Retargeting. For the retargeting, we reviewed the custom audience lists on previous purchasers and engagers through Facebook and Instagram within the last 30 days. This allowed us to see what audiences generated the most results but also at the cheapest price that we could target for higher ad spends.
- Optimised ads using eye catching images, purposeful CTAs and hook messages to promote the offer.
As a result of the implemented changes, our efforts achieved:
Avg Conversion Rate
Purchases in the Last Month
Cost Per Result