Case: Revolutionizing Online Sales for Plastic Windows. A Six-Month Journey Through Contextual Advertising and Email Marketing

In August 2023, a leading company in the production and installation of plastic windows faced significant challenges with their online store. Despite a high-quality product offering and a robust installation service, the company struggled with low online visibility, stagnant web traffic, and poor conversion rates. The company's leadership recognized the urgent need for a comprehensive marketing overhaul to reverse these trends and drive growth in the highly competitive plastic windows market.

• Stagnant Online Traffic: The online store saw an average of 2,000 visitors per month, with a bounce rate of 75%. This indicated that while people were visiting the site, they were not staying or engaging with the content.
• Low Conversion Rates: The conversion rate was a mere 0.5%, meaning that out of the 2,000 visitors, only 10 were making a purchase. This was significantly below the industry average of 2.35% for e-commerce sites.
• Poor ROI on Existing Campaigns: The company had previously invested in various advertising channels, including social media and traditional SEO. However, the ROI was negative, with marketing expenditures exceeding revenues by 15%.
• Ineffective Email Campaigns: The company’s email marketing efforts were underwhelming, with an open rate of just 10% and a click-through rate (CTR) of 2%. The emails failed to engage the audience and drive them to the online store.
• Competition Pressure: Competitors were aggressively targeting the same market with more sophisticated digital strategies, leading to a loss of market share and declining brand presence.

Recognizing the need for a strategic pivot, the company partnered with a leading marketing and advertising agency specializing in contextual advertising and email marketing. The goal was to enhance online visibility, increase traffic, boost conversions, and ultimately drive sales growth over a six-month period from August 2023 to January 2024.

To understand the competitive landscape, identify target demographics, and develop a tailored marketing strategy.

To enhance the user experience, reduce bounce rates, and increase engagement on the online store.

To increase online visibility and drive targeted traffic to the online store.

To nurture leads, drive repeat purchases, and increase customer loyalty through personalized email marketing.

To utilize data-driven insights for continuous optimization of marketing strategies.

To build trust and credibility through social proof and user-generated content (UGC).

To dominate local search results and attract more regional customers.

To leverage influencer partnerships for increased brand awareness and credibility.

By implementing a multi-faceted marketing strategy focusing on contextual advertising and email marketing, the company transformed its online presence and achieved significant business growth over the six-month period from August 2023 to January 2024.

• Dramatic Increase in Web Traffic: The strategic use of Google Ads and local SEO optimization resulted in a 225% increase in monthly web traffic, from 2,000 to 6,500 visitors.
• Improved Conversion Rates: Enhanced website design and targeted email marketing campaigns increased the conversion rate from 0.5% to 2.1%, translating to 136 monthly purchases compared to the previous 10.
• Higher ROI: The marketing efforts yielded a 25% increase in ROI, with marketing expenditures now generating significant revenue growth.
• Enhanced Customer Engagement: Personalized email campaigns and the integration of social proof significantly boosted customer engagement, as evidenced by higher open and click-through rates.
• Strengthened Brand Presence: The company’s proactive approach to influencer marketing and UGC campaigns greatly enhanced its brand presence, leading to increased trust and credibility among consumers.

The success of this case demonstrates the power of a well-executed digital marketing strategy in revitalizing an online business. Through precise targeting, continuous optimization, and leveraging data-driven insights, the company not only met but exceeded its marketing objectives, setting a solid foundation for sustained growth in the competitive plastic windows market.