Mobile Signal Boosters is an e-commerce business of mobile signal amplifiers. Founded in 2009, MSB has been solving bad signal issues creating a world where everyone can enjoy high signal availability to accessing calls and digital data services. With rising competition in the field, MSB turned to Smarketa to develop its overall digital marketing strategy.
MSB project itself was quite a challenge, but thorough analysis showed that MSB had 4 fundamental problems:
We needed to develop a strategic booting plan of website optimization for search engines. Final goals were: transformation of the website through optimization, traffic growth that would result in better conversions and more sales.
Firstly, the most important questions in eCommerce business were given answers to. This helped identify the target market and define the value proposition – the unique feature which would become the winning advantage point for MSB. For each of 4 fundamental problems a detailed plan of actions and campaigns was created. To get a better insight of what was worked best, we tested numerous strategies and mechanisms: from paid ads to content copywriting, from onsite/offsite optimisation to retargeting campaigns.
To get the store off the ground it was decided to launch a whole set of ad campaigns: search ads, shopping adsand video ads. The fastest, most reliable traffic-pulling channel, search engine ads worked best with manual bidding strategy. Shopping ads resulted in a 34% rise in traffic and increased the average order value. In-stream video ads on Youtube didn’t work well, so we went for YouTube shopping ads.
The overall SEO strategy had two parts:
• On-Page SEO – onsite optimization of relevant elements in the website like: images, metadata, interlinking, outgoing links, content
• Off-Page SEO – the activity happening away from the website and still impacting its rank. Backlinks! Niche-relevant, highly authoritative websites citing and referencing to the MSB website: we managed to provide a backlink from Hubspot and got highly-targeted additional visitors.
Proper keyword research provided us with hottest keyword we needed to have articles with. Additional search (social shares, likes and engagement) helped determine what type of content readers liked. So, to make sure we deliver the highest-quality content, we hired a writer specialized in the exact same area thus attracting high interest by the audience. This strategy is based on providing great value to the readers educating them so that they understand their issue and make a decision.
All the traffic (i.e. potential customers) of the website who came through various ad channels or valuable content, reached the checkout page and left without buying, was remarketed through display ads on social platforms, discount popups and email retargeting mechanisms. All these methods had great results only because we had created remarketing lists according to priority, engagement rate and recentness and retargeted the lists differently.
We launched a conversion optimisation campaign for turning the MSB website visitors into customers. First, we used several tools to analyse user experience:
Due to the funnel analysis we found the pages where major dropoffs were observed. That helped determine the weak points to be later changed. Heatmaps opened a clear view of what an average website visitor clicks on, all under a heat-visible layer, while watching MSB visitor behaviour recordings identified the poor-performing parts. Optimisation was done after the comprehensive analyses.
“MSB had some paid campaign experience from long before we took on the project, but their effectiveness was very low, and we had to make up plans for a different approach so that we could prove that all the budget that is to be spent on PPC will bring tangible results.”
CEO OF SMARKETA
“Mobile Signal Boosters” was a challenging project we managed to succeed. It took us tons of efforts, huge amounts of energy spent on brainstorming, testing solutions, analyzing statuses, developing strategies, briefing and and summing up the results… Hard work pays off! Great results in small portions. That’s so satisfying!”
“When studying the market with its specifications we saw that the growth potential for Mobile Signal Boosters was quite high. We developed strategies for all the relevant channels and launched campaigns that proved to be successful.”
“In case of MSB it was really very productive to choose the inbound content approach: start a blog, create educational, informative content, begin guest-posting in other niche-related blogs and websites, because there was a solid amount of people not aware of any solutions to their problem. Our strategy helped them get proper info, make independent decisions, and they turned out to be in the favour of MSB.”
“First, MSB website was on a ground-zero optimisation level, so we had a plain field to work on, sometimes introducing innovative elements, experimenting and improvising, but of course, the highest SEO results were reached through time-tested, long-known effective strategies.”
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