Market Situation:
Senax is a company with a long history, specializing in the distribution and retail sales of motor oils, additives, and car care products from German brands Sonax and LM. The company is the official importer of these brands in the sector. It has a well-developed distribution network including gas station chains, specialized stores, and its own dealers. Senax also has a physical store in Sofia, which is well-known to customers and generates a significant portion of the company’s sales.
During the COVID-19 pandemic restrictions in 2020/21, the company’s sales dropped dramatically as many points of sale were closed and people weren’t traveling or using their cars. At this point, the company acted quickly and decided to focus on developing an online store. They entrusted us with creating an entirely new online store and website using Magento Open Source.
The Challenge:
The main communication until this point was focused on traditional channels, at points of sale, and social media work for the Senax, Sonax, and LM brands. Online sales showed no significant growth, remaining around 1% of total sales. Investments in online advertising weren’t yielding the desired returns. In mid-2022, the Senax team contacted us with the desire to develop a comprehensive strategy for online store growth.
Our approach:
- Step 1: We started from scratch and relied on a holistic approach in our work. We conducted a comprehensive UX/UI audit of the online store, based on which we provided recommendations to the client for changing user pathways to ensure the easiest possible purchasing process. We also performed an in-depth semantic analysis, resulting in recommendations for changing product titles and descriptions and product categories in the e-commerce store. We incorporated keywords that had the highest search volume in the category. The client quickly implemented our recommendations, enriching the page content with videos and more product images. Many changes were also made regarding product delivery and order processing.
- Step 2: We launched social media campaigns in the upper funnel segments (TOFU and MOFU) to promote the brand and products offered in Senax’s online store.
Together with Senax’s marketing team, we focused on building brand awareness through appropriate content in the website’s blog section and product information. We actively worked with key journalists and partners and published articles in reputable thematic media and websites. This helped create good external links to the site and was crucial for attracting quality organic traffic.
- Step 3: After user engagement on social media and interest in products increased significantly, website traffic also reached record levels. We then launched sales-focused campaigns on Google and Meta.
The Results:
- For the first 9 months of 2023, we achieved over 300% increase in orders and revenue from the e-commerce store.
- After making changes to product descriptions, organically acquired users increased dramatically, and this channel overtook paid channels to take first position.
- The store’s conversion rate increased by nearly 90%. As you might guess, the ROAS of the campaigns reached 9.50. This means we achieved a 10-fold return on investment in PPC campaigns.
For 2023, online sales reached 6% of total sales and continue to grow. We face new challenges and even bigger goals related to new markets. The holistic approach to achieving client goals and digital channels for customer engagement delivers excellent results. Our conclusion is that the more open you are in relationships with users and provide them with knowledge, understanding, and reasons to use a product or service, the more price takes a back seat to convenience and solving small customer problems. We continue with the same enthusiasm and desire to become even better at what we do.
