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Belfast Digital Marketing Agency 

Case Study

Case Study: January Performance Metrics for Home Improvements Products

Background: Creative Crew Studio, a full-service digital marketing agency, was tasked with elevating the online presence of a client in January. The focus was on increasing reach, engagement, and followers to boost the brand's visibility and drive more traffic to their website.

Objectives: The primary goals set for the month were to:

  1. Double the client's reach.

  2. Significantly increase content interactions and link clicks.

  3. Grow the client's follower base.

  4. Enhance viewer retention on the client’s content.

Strategy: To achieve these objectives, Creative Crew Studio implemented a two-pronged approach:

  • Organic Growth: Leveraging SEO, content marketing, and social media to naturally grow the audience.

  • Paid Advertising: Executing targeted ad campaigns to complement organic efforts and expand reach.

Performance Metrics: The results for January were as follows:

  • Reach: Achieved a remarkable 186.2% increase, soaring to 49.9K from a previous figure.

  • Content Interactions: Improved by 102.6%, totaling 628 interactions, indicating higher audience engagement with the content.

  • Followers: A lifetime count of 9.3K followers, with growth strategies in place.

  • Link Clicks: Recorded a 26.7% rise, with 1.6K clicks, suggesting more traffic was driven to the client's website.

  • Minutes Viewed: An impressive 625.6% increase in content viewing time, with 6K minutes logged, signifying enhanced content retention and interest.

Analysis: The line graph presented a detailed view of the reach, distinguishing between organic and ad-driven reach. Notably, while organic reach saw a 22% decline, the reach from ads increased by 100%, demonstrating the significant impact of the paid advertising campaigns.

The total reach was 49,858, with organic sources contributing 13,126 despite the drop, and ad sources contributing a hefty 39,158 to the reach.

Conclusion: Creative Crew Studio's dual approach successfully met and surpassed the set objectives for the client in January. The synergy between organic methods and strategic ad placements proved highly effective. The increased minutes viewed were particularly noteworthy, as they indicated not just passing interest but sustained engagement with the content.

The decrease in organic reach, while offset by the ad campaign’s success, suggests a need for further analysis and potential adjustment of organic growth strategies to ensure a more balanced and sustainable growth moving forward.

Case Study

Case Study: Enhancing E-commerce Performance through Platform Migration

Client Background: The client, a small-scale food product retailer, initially operated their business through a WordPress website. However, they faced challenges due to slow loading times, which impacted user experience and sales. In January 2024, they decided to migrate their online store to Shopify, seeking improved performance and enhanced customer engagement.

Objective: The primary goal of the migration was to address the issues of slow loading times and optimise the e-commerce platform for better sales performance. By transitioning to Shopify, the client aimed to provide a smoother shopping experience for customers, resulting in increased sales and revenue.

Approach:

  • Platform Migration: The client's website was migrated from WordPress to Shopify, leveraging the platform's robust infrastructure and user-friendly interface.

  • Performance Optimisation: With Shopify's built-in features and optimisation capabilities, the website's loading speed was significantly improved, ensuring seamless navigation and faster checkout processes.

  • Product Range and Pricing: The client's food products, priced between £1.99 and £50, were effectively showcased on the new Shopify platform, with clear pricing and product descriptions to attract potential customers.

  • Marketing Strategy: Alongside the migration, the client implemented targeted marketing campaigns to drive traffic to the new Shopify website, utilising social media channels and other online platforms to reach a wider audience.

  • Results: Since the migration in January 2024, the client has experienced remarkable improvements in their e-commerce performance:Conversion Metrics:

  • Added to Cart: 131 sessions, with a conversion rate of 6.64%.

  • Reached Checkout: 121 sessions, converting at a rate of 6.13%.

  • Sessions Converted: 53 sessions, representing a conversion rate of 2.68%.

  • Returning Customer Rate: The website achieved a returning customer rate of 13.11%, indicating customer satisfaction and loyalty.

  • Social Media Impact: A significant portion of website sessions (not specified) were attributed to social sources, highlighting the effectiveness of the client's social media marketing efforts in driving traffic and engagement.

  • Conclusion: The migration from WordPress to Shopify proved to be a pivotal decision for the client, resulting in substantial improvements in e-commerce performance and revenue generation. By addressing the issues of slow loading times and enhancing the overall user experience, the client was able to attract more customers, increase sales, and foster customer loyalty. This case study underscores the importance of selecting the right e-commerce platform and implementing effective marketing strategies to achieve sustainable business growth in the digital landscape.

Case Study

Case Study: Optimising Google Ads Campaigns for Increased Conversions

Client Background: The client, specialising in replacing roof windows, aimed to improve their online advertising efforts to drive higher conversion rates and lower acquisition costs for their clients. They utilised Google Ads as a primary channel to reach their target audience and generate leads.

Objective: The primary goal of the Google Ads campaign was to increase conversions while reducing the average cost per conversion. By optimising ad performance and targeting strategies, the client aimed to maximise the return on investment for their advertising spend.

Approach:

  1. Performance Analysis: The client conducted a thorough analysis of past campaign performance, identifying areas for improvement and optimisation.

  2. Ad Copy and Creative Optimisation: They refined ad copy and creative elements to enhance ad relevance and appeal to the target audience, focusing on compelling messaging and clear calls-to-action.

  3. Keyword Optimisation: The client optimised keyword selection and bidding strategies to target high-intent search queries relevant to their clients' products or services.

  4. Audience Targeting: Utilising Google's audience targeting capabilities, the client segmented audiences based on demographics, interests, and previous interactions to deliver personalised ad experiences.

  5. Budget Allocation: The client adjusted budget allocations based on performance data, reallocating resources to high-performing campaigns and keywords while pausing or reducing spend on underperforming ones.

  6. Results: Over the reporting period (August 1st → August 31st), the client achieved significant improvements in Google Ads campaign performance:

  7. Conversion Rate: Generated 84 conversions, marking a notable increase compared to the previous total of 56 conversions. The average cost per conversion decreased from £10.78 to £8.13, indicating improved efficiency in converting leads into customers.

  8. Impressions and Clicks: Received a total of 6,226 impressions, with 589 clicks at a cost of £1.16 each. Clicks increased by 12.62% compared to the previous period, reflecting the effectiveness of the optimised ad campaigns in driving engagement and traffic.

  9. Click-Through Rate (CTR): Achieved a CTR of 9.46% over the reporting period, indicating strong ad performance and relevance to users searching for related queries.

  10. Google Analytics Insights: Google Analytics tracked 872 total users, of which 835 were new. Additionally, 50.11% of total traffic came from Google Ads, highlighting the significant impact of the advertising campaigns in driving website visits and conversions.

  11. User Engagement: While users spent more time on the site, they viewed fewer pages per session compared to the previous period, suggesting a shift towards more focused browsing and increased engagement with key pages or content.

  12. Conclusion: By implementing a comprehensive optimization strategy focused on ad copy, keyword targeting, audience segmentation, and budget management, the client successfully improved the performance of their Google Ads campaigns. The significant increase in conversions, coupled with a decrease in the average cost per conversion, demonstrates the effectiveness of data-driven optimization techniques in driving tangible results and maximizing ROI for their clients. This case study underscores the importance of continuous monitoring, analysis, and refinement to achieve success in online advertising campaigns.

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