Max-Carpet team wanted to test the waters of Greek e-commerce, so they hired us in March with one objective: to increase revenue, clientele, and profitability on their main business which is selling carpets. The buying behavior of the carpet industry was mainly instore visits and telephone orders so they wanted to see the dynamic of their e-commerce site and then they will decide if they need to invest more in their online presence.
When we formulated their strategy, we realized that the basic advantage we have is that the client gave us enough time to plan and execute it since the carpet season starts at the end of August. So we had 4 full months to make our preparations. Our strategy was split into two phases:
Phase 1: March – End of July: we run a conversion rate optimization service, making small and big changes on their current website according to CRO best practices. We installed a phone tracking software that sent data to Google Analytics and Google Ads and we started advertising on social media and Google with a small budget. Our secondary objective then was to increase conversions for their artificial turfs, plastic flooring products, and some small summer carpets. Our primary objective was to monitor user behavior on the website, as well as the buying behavior in combination with the telephone orders. This helped us with more conversion optimization projects to produce the best possible result for an e-commerce site that was outdated.
Phase 2: August – End of November: We started our carpet campaigns relatively early because we wanted to give time to the learning phase of the algorithm. Then we increased our budgets every week by 15% to avoid entering the learning phase of the algorithm. We ran several search campaigns and we embraced liquidity by giving time to Google’s machine learning algorithms and not over-optimizing the account. We also run Shopping campaigns and Remarketing campaigns (Display and Search).
Comparing the 4-month seasonal period with the previous one, the results were:
Max-Carpet was delighted with these results and decided to extend its investment by completely upgrading its e-commerce website and infrastructure in order to further increase their year on year growth.
Max-Carpet is a company selling carpets, plastic flooring products, and artificial turfs. They have invested in an entry-level e-commerce site to complement their brick-and-mortar store in Athens. Most of their revenue comes from their store and they also rely heavily on telephone orders.
Online Carpet Store
Facebook Paid Advertising