Case study – Runescape gold seller

Our client is one of the biggest RS gold traders in the world; his e-commerce platform was designed to offer RS 2007 and RS 3 Gold deals for RS players.

The goals:

ROAS – 500%
Revenue – private info

The Approach:

Based on our research there were such most critical factors which influence conversion rate:

  1. price
  2. trust and loyalty to the brand (there are no guarantees in this niche – you can pay without getting anything in return);

We couldn’t influence price. However, we have created a solution which would check our main competitors and alert client if there would be any dumping from his competitors.

To increase brand loyalty, conversion rate and a number of relevant visitors we have created such plan:

  • List of actions to simplify purchase process
  • Implement solution which would change website content individually for each customer
  • Add local payment methods for countries with highest amounts of traffic
  • Brand Remarketing on YouTube
  • RLSA – search remarketing
  • Display Remarketing on Facebook and AdWords
  • Search Campaigns on AdWords
  • Search Campaigns on Bing
  • Gmail Ads
  • YouTube campaigns
  • Different types of Facebook campaigns
  • SEO
  • Referral traffic

Results: 

List of unsuccessful experiments: 

Gmail Ads. Using this type of traffic you couldn’t remarket people on Gmail however you can target people who are receiving newsletters from competitors. In our case, it turned out that most of the competitors are not using E-mail marketing, so we didn’t get a lot of traffic. But even from those clicks which we got it was clear that Gmail is not effective for this advertiser:

Campaigns on YouTube. Very often YouTube remarketing campaigns are resulting in a big amount of assisted conversions so in this case, we have designed a campaign which would remarket people and campaigns for specific channels which are related to RS.  We didn’t get any conversions however right now we are designing new YouTube creatives to run the second test.

 

Most of the referrals which we have tested didn’t bring us good ROAS however we found several websites which are bringing us relevant traffic with Positive ROAS on a constant basis. In one of them gleam we have been using to run competition, other we have been using to communicate with customers directly bringing them directly to checkout page, so eCommerce conversion rate was more than 80%:

Channels - Analytics - Google Chrome 2016-12-29 11.36.28.png

Bing ads gave us low conversion rates for the same keywords which we have been using in AdWords.

Mobile traffic. All pages were mobile friendly however e-commerce transaction rate is several times lower.

Facebook interests. Most of the intrests related to RS gave us low conversion rates.

List of successful experiments: 

SEO. From this screenshot, you can see that SEO efforts have resulted in the biggest amount of transactions.

 

Paid search. At first glance if you would check screenshot about, it seems that Paid Search has really bad results compared to organic however it provides the big amount of assisted conversions and very good ROAS especially such targeting options:

AdWords Treemaps - Analytics - Google Chrome 2016-12-29 12.26.45.png

Search campaigns for core countries. Counties with highest conversion rates have separate campaigns so we can reallocate budgets to them.

Search retargeting. We have been testing different audiences and keywords coming up with winning strategy which is constantly giving lots of transactions.

Facebook retargeting. 

Most successful website experiment – dynamic payment pages for various target countries. For example in Netherlands most of the people purchase using iDEAL so once we have modified payment page for people from Netherlands adding this payment as a first option our conversion rates increased.