Grant’s online pet store, had a simple yet ambitious goal: increase sales. Despite having a wide range of exclusively sourced pet products and a beautiful looking website, the sales figures had been stagnant for almost 6 months. The store had been operating for just over a year, and while traffic to the site was solid with an average of 520 visits per day, the conversion rates were disappointing, hovering around 0.8%. Grant knew he needed more than just a good range of products and a well-designed store—he needed an entire sales growth strategy.
At Phase 3 Ecom, we believe in building an e-commerce machine that’s more than the sum of its parts. Every cog in the wheel must turn in harmony to achieve maximum efficiency and profitability. Here’s how we did it for Grant:
Conversion Rate Optimisation (CRO): We kicked off with a detailed CRO audit using our TX 235 point CRO checklist. This included adding upsells in the checkout process, redesigning the product pages and adding in social proof, and simplifying the menu and overall site navigation. The result? An impressive jump in the conversion rate from 1.2% to 3.8% within three months.
Heat Map Tracking: To gain a deeper understanding of user behaviour, we implemented heat map tracking. This revealed surprising insights — 85% of users were abandoning their carts on mobile devices. We discovered that the checkout button was not prominently displayed on mobile screens, a quick fix that led to a 60% reduction in cart abandonment.
Google Ads: Google Ads were deployed strategically, including Shopping Ads and Display Ads that targeted users who had previously visited the site but hadn’t made a purchase. These campaigns saw a 45% lift and an increase in return on ad spend (ROAS)of 3.8.
Meta Ads: Using our “Finding Buyers” designer audience technique, we crafted highly targeted audiences, focusing on pet owners who showed interest in a specific breed of dog. This was complemented by engaging video creatives and user-generated content showcasing happy pets with products from Grant’s store. From the same modest ad spend, the Meta campaign saw a lift in sales of 170%.
Marketplaces: Recognising the potential of marketplaces, we expanded Grant’s reach to Amazon, eBay and Catch. Within the first 60 days after listing, sales from these channels accounted for 20% of the store’s total revenue. Surprisingly, Catch became a significant driver of sales, contributing to an additional 15% growth.
Grant’s results were nothing short of transformative with his store increasing sales by 120% in just 6 months with the conversion rate stabilising at a very respectable 4.5%.
Unique Approach: Unlike the other marketing companies Grant had worked with that focused heavily on social media & SEO, Phase 3 Ecom’s unique approach was to build a cohesive system where every element worked together. The emphasis was not just on achieving quick wins but on sustainable growth and scalability. We opted against aggressive discounting strategies, which could undermine brand value, choosing instead to invest in long-term customer loyalty through hyper targeted marketing.
Surprising Findings: One of the most surprising discoveries was the unexpected sales growth on Catch which out performed both the eBay and Amazon marketplaces and highlights the importance of exploring all possible sales channels.
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