The e-commerce market is gaining momentum. Who would have thought that in 2023, traditional online stores would give way to marketplaces? But according to MediaScope, 50% of search queries fall on them. Users search for products directly on marketplaces, bypassing search engines. As their popularity grows, so does the competition within. In 2022 alone, the number of sellers has grown 6 times! [1]
Even entrepreneurs of narrow and specific categories accept market trends and place their products on marketplaces. A team of marketers from a workwear and personal protective equipment store approached i-Media with such a request. In the case, we will tell you how we launched an advertisement and then were forced to stop it. Promoting a narrow niche on Wildberries. Why did we have to stop advertising?
Promoting a narrow niche on a marketplace
The online store did not bring in enough profit, so it was necessary to find an additional source of sales – the i-Media team suggested developing sales on Wildberries. Moreover, the seller already had a store on this marketplace.
Why Wildberries? The marketplace has been a leader in online sales in Russia for several years [2]. In addition, the site is visited by 20 million users per day [3]. Considering these factors, we decided to strengthen the position of the store on Wildberries. Promoting a narrow niche on Wildberries. Why did we have to stop advertising?
We always start promotion on marketplaces with developing a strategy:
selected part of the product range and prepared it for shipment to Wildberries warehouses,
updated the photo content of the cards: uploaded infographics and additional photos,
optimized the texts in the product cards,
launched the promotion.
Order promotion on Wildberries
Preparation for promotion on Wildberries
First of all, we established the process of delivery of goods, without this, promotion is almost impossible. Impressions in the advertising block on Wildberries directly depend on the delivery time of the goods to the buyer. In order for product items to have a better chance of participating in promotion and also to occupy a higher place in the ranking, the store needs to sell them using the FBO model.
Therefore, before promotion, together with the store’s marketing team, we agreed on the shipment of the selected store assortment for delivery bahrain phone number library to the Wildberries warehouse. After that, we began to optimize the cards of the shipped products. Promoting a narrow niche on Wildberries. Why did we have to stop advertising?
Optimization of cards on Wildberries
At this stage, we created templates for infographics: we highlighted important points and showed how best to arrange information in the photo.
Order promotion on Wildberries
The second stage was optimization. Using Hanyoyin haɗin gwiwa bisa ga Hubspot analytics tools, we checked the client’s product cards and studied the competitors’ cards from the TOP of the search results. The analysis helped to expand the semantic core and add missed queries.
In addition, we finalized the cz leads characteristics, entered the necessary key phrases so that the products fell into all relevant categories and collections. It took 3-4 weeks to deliver all the goods to the Wildberries warehouse, during which time we have already seen an increase in sales of optimized redesigned cards. Promoting a narrow niche on Wildberries. Why did we have to stop advertising?
The cards now have a description filled with key phrases and filled in characteristics.
We completed the optimization work on October 21, and the products were sold until November 15 without using internal advertising. By this time, orders had already grown by 114%. This is four times more than the period when the store’s team of specialists placed their products on the marketplace independently.
Promotion of product cards on the marketplace
The flow of orders was increasing, and we decided to strengthen it by promoting them using internal Wildberries advertising. First, we made sure that all the goods were in stock, then we started setting up advertising campaigns.
Before launching, we divided the products into groups by category and similar semantics. In each of the 30 campaigns, we set up a filter by CTR and CPC to quickly filter out non-targeted queries.
Increase sales on Wildberries
After three days of promotion, we identified effective queries for each campaign and set up an automatic filter for new search phrases.
For all advertising campaigns, we connected a strategy with holding a certain place in the search results so that our products would occupy more advertising space for key queries. With this strategy, the most popular products got to the top of the first page, and less popular ones – to the bottom of the first and the beginning of the second page.
This approach to choosing display locations helped to get sales even for low-demand products. We managed to increase orders for the selected range by 143% and revenue by 163%, while remaining within the DRR.
Wildberries: how to increase revenue by 204%
Optimization of cards and their promotion helped to increase the number of product impressions in the search results. The number of clicks to the store also increased. As a result, the total increase in orders for all store products was 206%, and the increase in revenue was 204%. In addition, such a rise was influenced by the expansion of the range and the delivery of seasonal goods.
In addition, we finalized the characteristics, entered the necessary key phrases so that the products fell into all relevant categories and collections. It took 3-4 weeks to deliver all the goods to the Wildberries warehouse, during which time we have already seen an increase in sales of optimized redesigned cards.
As a result, they overdid it! The warehouse could no longer cope with the flow of incoming orders. We suspended the promotion of goods on November 28 in order to deliver all orders on time without discounts.
