Intimates

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Leading Women's
Underwear and Intimates Brand
 
Service: Programmatic, Analytics, Paid Search

A women’s underwear and intimates brand, combines fit and function with designs that women love. In a rapidly growing & competitive ecommerce space, this leading lingerie brand yearned to drive more revenue in the most efficient way possible. With the goal of increasing overall marketing performance by implementing an omni-channel solution of Paid Search, Programmatic & Analytics, Direct Agents set out to drive exponential sales for the brand.

Putting retargeting methods to the test.

Upon initial testing and strategizing, Direct Agents knew they were working with an expansive multi-product ecommerce site with a high retargeting potential. To ensure that the appropriate channels were receiving conversion credit, the Analytics team at DA cleaned up channel attribution and removed internal referral sources. They adjusted analytic organizational rules to correctly appropriate 4% of yearly revenue to various marketing channels.

By executing on-site search tracking, the Analytics team provided visibility into user behavior segments that do or do not use on-site functionalities. 5% of sessions utilize on-site search functionality, and this highly converting segment disproportionately provides 13% of the brand’s revenue. Additionally, on-site search users have 155% higher conversion rate than non on-site search users. Collecting On-Site-Search data points allowed the team to take a more in-depth look at the behavior of customers and the website’s most popular items. Implementing the most efficient keywords and messaging with specific OSS insights, Direct Agents was able to drive higher quality traffic to the online storefront as well as increase the user’s on-site experience.



 
It’s all in the details.
 

Creating dynamic retargeting campaigns, Direct Agents put in place methods to serve users curated ads based on their browsing history. The team focused on targeting potential purchasers by style, size and color, customized to each individual. Along with that, the team implemented retargeting methods, such as past viewed products as well as recommendations specific to that consumer boosted revenue.

Taking it a step further, Direct Agents aimed to target new audiences based on the client’s top performing products using relevant browsing and purchasing behaviors. This specific tactic drove 354% ROAS and improved the client’s YoY performance for display, driving a 122% increase in revenue.

Putting retargeting methods to the test.

Upon initial testing and strategizing, Direct Agents knew they were working with an expansive multi-product ecommerce site with a high retargeting potential. To ensure that the appropriate channels were receiving conversion credit, the Analytics team at DA cleaned up channel attribution and removed internal referral sources. They adjusted analytic organizational rules to correctly appropriate 4% of yearly revenue to various marketing channels.

The Results

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