Variation Strategy and Listing Optimization:

Nectar implemented a variation strategy by grouping complementary products. They prioritized hero products and focused efforts on building off of them. This logical bundling led to increased basket sizes and higher PPC traffic conversion rates, as customers found more value in each visit. 

PPC Revitalization:

• Identified and promoted key product drivers for PPC, focusing ad spend on high-impact listings.
• Identifying and eliminating underperforming campaigns, Nectar reallocated the budget to areas with the strongest return, ensuring each dollar spent was an investment in profitable growth.
  • Return on Ad Spend soared to 15.7X.
• A strategic portion of the budget (25%) was dedicated to reaching potential new-to-brand customers.
  • The shift in strategy resulted in a Q4 average increase of 59% average new-to-brand customers.
    

Content Enhancements

The team's creative efforts were focused on seasonal product lines and customer education about the product's utility. For instance, the Nora Fleming minis were showcased working with different platters.

These enhancements led to a significant improvement in conversion rates and a more efficient RoAS.

The brand store redesign was so successful, in fact, that it got its own case study.