Case study · Retail & food
Zoe’s Kitchen sells homewares through stores across Victoria and a busy online store. We partnered with the business to bring more customers to both, increase conversions and build a clearer picture of its audience.
The challenge
Zoe’s Kitchen is a homeware retailer with physical stores throughout Victoria and an online store stocking brands such as Scanpan, Kitchen Aid, Glasshouse Fragrances, Ecoya, Bodum and Avanti. Many shoppers know the business from its stores first, and the website carries the same range to customers across the state and beyond.
The business wanted the two sides to work together: more people through the doors, more purchases on the website, and a clearer picture of who its customers actually were.
The main focus was conversion rate: turning more website visitors into purchases while also driving foot traffic to the physical stores. Behind that sat a broader brief to increase overall revenue and to grow organic search, where technical problems on the website were holding it back.
Social engagement also needed to improve so the brand stayed in front of its audience between purchases. All of it had to be done on a limited budget, against competitors bidding on the same products.
Approach
We ran two streams of work side by side: paid advertising to bring in sales and store visits now, and SEO to build organic growth over time.
On the paid side we published conversion based campaigns and remarketing campaigns, using detailed targeting to reach potential customers across Australia. Campaigns were structured with specific ad groups for each product, which gave Zoe’s Kitchen an advantage over competitors in brand awareness, because a shopper searching for a particular brand or item saw an ad written for exactly that.
Abandoned carts were a clear opportunity. We set up reminders that brought customers back to finish their shopping journey, which lifted the conversion rate without needing new traffic. Competitor analysis fed an intelligent bidding strategy that outranked competitors on a limited budget, and local campaigns drove foot traffic to the stores in addition to online sales. Paid social ran alongside, building post engagement and click through rate with a tightly defined audience.
The SEO work started with the urgent problems. We fixed crawl errors, improved the internal link structure, optimised images and improved the overall speed of the website, so search engines could index it properly and visitors were not left waiting for pages to load.
The shift
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The work
Sharp audience targeting and remarketing did the heavy lifting. Over the month we increased the conversion rate and the return on investment, and drove more traffic to the stores. Ad groups built around individual products meant the ads people saw matched what they were searching for, which kept the conversion rate high across the account.
Google Ads conversion rate over the campaign period.
Average return on ad spend across the campaigns.
Return on ad spend on product campaigns.
Decrease in cost per click.
As the paid campaigns matured, the audience narrowed to the people most likely to purchase. That made every impression work harder and gave the business a far clearer picture of its customers than it had before. Remarketing kept the brand in front of shoppers who had browsed without buying, and the abandoned cart reminders turned a share of those visits into orders.
Alongside this, the technical SEO fixes gave the website a sounder base for organic growth, with cleaner indexing, stronger internal links and faster pages.
Increase in users.
Increase in revenue.
Increase in eCommerce conversion rate.
Social advertising carried the brand to a broad audience across Australia. Product carousels and remarketing creative kept the range in front of shoppers, and post engagement grew with visibility. The volume of impressions shows how far the brand travelled among the targeted audience over the campaign, and how much more familiar it became to people who had not yet bought.
Impressions delivered to the targeted audience across the campaigns.
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