TRUE BIJOUX Jewellery Shines Light into Buyer’s Journey, Increase Avg. Order Size and Revenue

Overview

TRUE BIJOUX opened in 2006 as the sister store to Ottawa’s favorite independent high-end jeweller – Howard Fine Jewellers. Owned and operated by The Jewellery Sisters, Lindsay and Stephanie Appotive.

They’re committed to seeking out and offering their customers engagement rings, wedding rings, fine jewelry and fashion jewelry from Canada, the US, and around the globe. They offer various price points and styles, including vintage estate and pre-owned jewelry. There is indeed something for everyone here – Their curated cache of beauty, fashion, contemporary and vintage jewelry is the ultimate jewellery box for particular women and men. Our Dgency team needed to adapt our digital marketing efforts to accommodate their historical branding and buyer persona to our advantage. As a jewellery E-commerce enterprise that heavily relies on their digital advertising efforts, TRUE BIJOUX did not have a lot of margin for error.

Challenges

WHAT IS CUSTOM-DESIGNED JEWELLERY?

Custom-designed jewelry has always been a niche product, and it had always been a challenge to tell the custom-designed jewelry story and the story of TRUE BIJOUX simultaneously.

When we would ask first-time buyers why they waited so long to purchase their first piece of custom design jewelry, they would always say that they had little idea about the product before. This type of feedback recommends that brand awareness is key, but we were hyper-focused on spending ad budget in the type of brand awareness that would eventually yield a positive ROI.

As a conversion-focused digital marketing team, we know that their product is not for everyone, and we know how to avoid wasting time and money attempting to engage with ineffective efforts.

We needed to educate more people about custom design jewelry while emphasizing the value and premium quality of TRUE BIJOUX, and why you should choose TRUE BIJOUX as your go-to supplier for custom design jewelry.

Squeezing Your  Market Size

The shift to focus only on premium jewelry product lines took our niche jewelry product and shrunk the market size. Our advertised products were no longer going to appeal to users that were making their decision on price alone.

The ultimate question, therefore, was to deeply understand the buyer journey and buyer persona. Our team needed to discover why people choose to buy TRUE BIJOUX’s custom-designed jewelry over other jewelers, and how we can leverage this information to expand our customer base and build brand loyalty.

RESULTS

The first step was in-depth historical Google Ads data, Analytics data and buyer journey, buyer persona analysis, followed by a complete account restructure.

Search terms that didn’t convert in the past were no longer relevant to our targeting. It was also critical that campaign-level and ad group level negative keywords were strategically placed throughout the Google Ads account. This ensured that users are flowing through campaigns with the appropriate bids and relevant Google Search and Shopping ads.

BECOMING A RESOURCE CENTER

We found that many users were going to Google’s search engine because they had questions about custom-designed jewelry products, but not necessarily because they were in the market for custom-designed jewelry products. We saw this as a unique opportunity to answer these questions while introducing new users to the TRUE BIJOUX brand.

We dubbed the information seekers and developed a new campaign initiative geared specifically toward these targeted web visitors.

Historically, these types of users would click on an ad and end up on a jewelry catalog page. Now, they would be taken to a blog post or information page filled with custom jewelry related information.

That’s right… we stopped trying to sell them the products.

This provided many benefits. It allowed us to gain credibility with many first-time custom-designed jewelry buyers and gave us an opportunity to turn these first-time buyers into lifetime TRUE BIJOUX customers.

Further, by segmenting out this information seeker website visitors, it allowed our PPC team to develop more thoughtful, effective remarketing initiatives.

ATTRIBUTION MODELING

Attribution modeling is important to understand the buyer journey and buyer persona. We found that the average jewelry customer engaged with at least three ads over the course of seven days before they buy something.

We could use our new Google Ads account structure to develop a bidding structure around the different audience segments, including entirely new audiences that we wanted to convert to first-time buyers.

Our theory was that the same user will perform many different searches as they learn more about the products and consider the different jewelry suppliers. We drew it up on our strategy board – First, they’ll be looking for this information, and then they’ll search for that type of information, and then they’ll perform one of these searches when they’re finally ready to purchase.

And then it happened that way. It was pretty cool.

TRUE BIJOUX Top Google Ads Paths Report

This data opened up so many opportunities for campaign optimization. We could track the value of a top-of-funnel click compared to that of someone closer to their final buying decision.

We even found that some campaigns may have looked unprofitable at first, but were essential in driving sales later on in the funnel.We now had a model that could be used to profitably expose our brand to new types of audiences.

PUTTING IT ALL TOGETHER

Dgency team were able to help TRUE BIJOUX implement their jewelry brand strategy, ensuring a smooth transition and profitable long term business growth strategy. Their average order size increased by 60%, supporting revenue growth of 35%.

Thanks to a better understanding of Google Ads attribution models and the TRUE BIJOUX buyer persona and buyer journey, our online advertising efforts became more targeted and fruitful. Year over year, our digital marketing efforts resulted in a 70% increase in Return on Ad Spend and a 50% increase in Net PPC Revenue.

Our analysis helped set the foundation for what we’re expecting to be a very successful fourth quarter in 2019.