Projects

This blog post will teach you how to allocate your marketing budget using the reports in Google Analytics. You'll learn how to setup campaign tracking and identify your best traffic sources. By the end you should know how to spend your marketing budget wisely.

With a limited budget we needed to work out how to better allocate our marketing spend. We needed the biggest bang for our buck. We built an app for Google Analytics to upload our cost data from all our channels automatically. This allowed us to compare the cost and performance of all our marketing channels alongside each other.

We assumed that customers probably use brand terms to search for our business on a search engine. The likelihood is your business probably appears near the top of the organic search results.

If your business appears in the organic results you may decide you don’t want to bid for your brand terms.

Before you make that decision, there are some important things to consider.

  1. Generally Brand terms have a better click through rate.
  2. They probably rank higher and you'll pay less for your own brand name.
  3. By bidding you can control the messaging you want customers to see.
  4. You can choose the landing page instead of relying on the search engine.
  5. You can use site links to navigate customers to the most valuable pages of the site.
  6. You can show off seller ratings and highlight good reviews.
  7. Brand targeted ads are also a great place to test your messaging for other channels.

If you have decided you still don’t want to pay for clicks on your brand terms consider these problems.

"your competition can still bid whilst potentially paying less to do so" and “It might cost you more if you don’t bid on your brand terms”.

Using our attribution model it was obvious that retargeting played a key role in the consumer's journey to purchase. We were successful getting customers signed up for the free trial but we needed to convert them in to subscription paying members.

Normally we drive visitors to the site using Facebook ads and Google Search. We were using a number of optimization tools including hotjar and Unbounce to optimize the landing pages for conversions but found customers quickly stopped using the tool after they signed up.

We used Facebook Messenger ads to bring clickers right into a conversation about what is working and not working for them.

Highlights:

  • Fully serverless build (S3, API Gateway, Lambda, SES, Twilio SMS API)
  • Featured by Google's AMP team on the official AMP website
  • Jenkins deployments to AWS infrastructure (CodeDeploy)
  • Fully AMP with incredible loading times and PageSpeed score
  • Nominated for multiple awards (design & technical)

More technical details: https://medium.com/magebit/serverless-amp-solution-on-aws-5a4019b68745

CanvasCamp 1 month ago

CanvasCamp is one of the world’s leading canvas tents specialists, who creates high-quality equipment for nature lovers and sells it at affordable prices.

Webshop: www.canvascamp.com

The business aims to help people create great memories when exploring the world, no matter how harsh the conditions are. Because it is known as a benchmark for canvas tents and for its good-looking products, we got overly excited about working with this client.

It all started with a meeting

If you read about us, you are probably already familiar with our way of working. Each collaboration starts with a briefing for development. In this phase the business owners communicate all the requirements they have for the project.

Baldwin built the first Magento webshop for Canvascamp in 2014. Now 4 years later we wanted to upgrade to Magento 2 and create a new shopping experience. After we finished the marketing & the technical research and we gathered all the information we needed, we proposed a structure for the website. It was properly adjusted depending on the client’s feedback until we established the final version.

Design & development

Our designers’ challenge was to properly translate the brand concept into the online shop. They chose to create a clean and simple design, that would highlight the Instagramable products manufactured and sold by the client. It perfectly fits the CanvasCamp’s brand identity.

Our team of developers started by setting up the test server & platform. They integrated the extra modules, transferred all the data into the new Magento 2 system and programmed all the custom backend functions. It all started to take shape after the front-end team programmed the templates.

SEO & analytics set-up

SEO and SEA functionalities are the most important things we deliver in terms of marketing at the launch of any webshop. Before launching CanvasCamp, it was all about 301 redirects, SEO check-ups & accounts configurations. We wanted to make sure each page is properly indexed by the search engines and the provided data is accurate.

Go live & advertising

After we made sure all the go-live checklist was completed by our team, the website was soft live for a few days. Everything was tested again, by our team and the client as well. At the moment of the launch, all the marketing campaigns were scheduled.

Now, we think CanvasCamp is one of the prettiest camping webshops. We share the credits with the client’s team, whose expectations were to create a project that raises the standards. We succeeded.

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