bonprix
Case results
+43%
sales
+51%
revenue
+58%
new customers
Client
Major online clothing retailer bonprix.ru
Facts & figures
1986 year founded, 30 number of countries with sales points
Representative
Daniel Müller Online Marketing Specialist
Objectives
Tools used:
- Yandex.Direct: Search Ads / Content ads / Image ads / Smart banners / Retargeting
- Yandex.Metrica
Period: january — october 2016
Highly competitive markets require constant vigilance
bonprix has managed to establish itself in Russia since its entry into the market ten years ago. 2015 brought increased competition for its target audience.
In order to maintain and improve its market presence, bonprix made the strategic decision to reach out to new audiences, raise brand awareness, and increase the percentage of orders from new clients.
Step 1. Reach out to new audiences: regions and mobile
Identifying regions with potential growth of new client base
bonprix created new search campaigns for regions with a high percent of new users — St. Petersburg, Yakutia, Novosibirsk region, Krasnodar Krai, and others — and adapted their ad texts to draw in new users.
Over 50% growth in number of new registrations in targeted regions
The number of new registrations in Q1 2016 rose by over 50% compared to the year before.
Increased new demand from mobile devices
Starting in January of 2016, special mobile ads were added to all bonprix campaigns and bid adjustments were raised for mobile devices.
Traffic in Yandex.Direct is correctly distributed between mobile devices and regular ads. Mobile ads allow users to place orders from their smartphone.
Orders from mobile devices doubled
Mobile traffic from Yandex.Direct grew and converted well into orders.
Step 2. New format for current audience: image ads
Bids adjustments for image ads
Women 25+: raise by 40%.
For mobile: raise by 20%.
Loyal previous customers: lower by 30%.
Image ads convey bonprix’s message to potential customers
Traditional display ads expanded bonprix’s reach and target audience coverage reach when combined with the regular ads in Yandex.Direct.
These ads appeared on mobile devices as well.
Increased conversions, especially mobile
CTR of image ads was noticeable higher (especially on mobile) and the CPC was half of that for original YAN ads.
The average cost per order (CPO) for desktop image ads was 33% lower in comparison with regular YAN ads. CPO for mobile image ads did not differ from content ads’ CPO, but order from new users rose by 50%.
Step 3. Increase CR: smart banners, retargeting, bid adjustments by segment
Setting up extensive retargeting strategies by interest
bonprix created over 100 retargeting goals in Yandex.Metrica: for every product category visited and for target actions on the site (registration, adding a product to the cart, placing an order).
Creating 100+ retargeting lists
bonprix created more than 100 detailed retargeting lists based on their Yandex.Metrica goals.
For example, a user who “visited the ’women’s hoodies’ category” would see a bonprix ad. If the user had also “placed in basket” and “successfully placed order,” ads from bonprix would not appear.
+30% orders from retargeted ads
During the first half of 2016, the conversion rate for retargeting rose by 30% overall. bonprix saw peak orders in May when they ran a promotion offering free delivery in addition to a bonprix anniversary sale. These promotions led to a much higher conversion rate before things quieted down for the summer season.
Serving smart banners based on retargeting lists
Users in high-priority targeting lists were also served smart banners.
Creating “large order” Yandex.Metrica and look-alike segments
bonprix saved the “spent more than X₽” report
And used it as a segment in Yandex.Metrica.
They created a Yandex.Audience segment of users “similar to those who spent more than X₽ "
Adjusting bids for the look-alike segment
Using the Yandex.Audience look-alike segment, bonprix created a retargeting list: “similar to those who spent at least Х₽” and raised bids by 50% for these users in their search and content campaigns.
Look-alike segments raise orders +40% and revenue +50%
After raising the bids for look-alike segments, bonprix saw a 10% increase in the average CPO for search and content campaigns. AOV, number of orders, and revenue all went up.
Results
Daniel Müller
Online Marketing Specialist
In 2016, we increased our percent of new customers from search ads. Based on a comprehensive study of our campaigns, we were able to strengthen our standing in target areas, get traffic from mobile devices, work out an effective retargeting funnel, and significantly improve our ROI. We experimented with different messages targeting various segments of our site’s users and were very impressed with the results.
Exploiting the capabilities of the sales funnel in a highly competitive market
Presentation
Download PDFCase prepared in collaboration with the HURRA.COM agency
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