From B2B to B2C
Because Caruso’s Coffee had never sold direct to consumers, there was no historical data to understand customers' online behavior. To find out the profitability of each avenue 42connect built and tested campaigns to test paid search, Product Listing Ads, Facebook advertising, email (lead nurturing), online promotions and more.
While we were testing advertising, we had an additional goal of increasing the online conversion rate from 1.9% to 2.5%. By the end of our initial testing period we were able to determine the most profitable methods of advertising and far exceeded our conversion rate goal of 2.5%, coming in at over 5%.
- Creation and management of email nurturing campaigns (from no program to 21% of total revenue)
- Restructure and optimization of paid search and paid social accounts
- Creation and management of online promotional calendar
- Creation of Google and Bing Merchant Account and Product Listing Ads