The Starting State
- AdWords campaigns (shopping and search), were not optimized to meet objectives. The average Return on Ad Spend (ROAS) was only 452%.
- NAWS had re-themed earlier in the year and Category and URL changes caused a 14.17% decrease in traffic.
- Low conversion rate from those entering through NAWS Learning Center
- NAWS did not have a consistent email program
The Northern Arizona Wind & Sun Story
Classy Llama’s Marketing Services team began working with Northern Arizona Wind & Sun (NAWS) on June 1, 2017. At that time there were several challenges we sought to address.
In order for us to meet the needs of the client, it was essential for us to understand the industry, the buying cycle and how users shop the site before beginning any execution of marketing strategies. We learned that more users enter The Learning Center than any other single section of the site. We also learned that due to the re-theme earlier in the year, The Learning Center organic traffic had decreased nearly 15%. Given the high volume of visitors, driving traffic and increasing conversions from The Learning Center was an essential piece in increasing their revenue. Based on this information, we developed two strategies:
- Add links to products, additional photos, and strong calls-to-action.
- Through this, we have increased conversions by 126.21% from the previous year for those entering first into The Learning Center.
- In September of 2017, we began to focus heavily on optimizing category and subcategory pages, as well as the Learning Center to combat the impact caused by the re-theme. As of mid-November 2017, we have decreased the traffic loss to -9.05% year-over-year, with a positive trend upward.
- A 50.01% increase in sessions
- 40.53% increase in revenue
- 39.00% increase in the average order value
- In addition, the ROAS is now averaging 997% compared to the previous 452%
"Working with the Classy Llama Marketing Services Team has been above and beyond our expectations; increasing our online and on-the-phone sales higher than they’ve ever been. Because of this we have continued to increase our engagement with them. Their proactive approach and overall strategy are hitting areas we hadn’t even thought of, and the results have been amazing."
Trust our Experts in eCommerce
When your website is critical to business, working with a team that holistically understands the ins-and-outs of eCommerce is essential.