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 that influenced 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 the price. However, we have created a solution that would check our main competitors and alert the client if there were any dumping from his competitors.

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

  • List of actions to simplify the purchase process
  • Implement a solution that would change website content individually for each customer
  • Add local payment methods for countries with the 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. Really often YouTube remarketing campaigns are resulting in a big amount of assisted conversions so in this case, we have designed a campaign that would remarket people and campaigns for specific channels that 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 that are bringing us relevant traffic with Positive ROAS on a constant basis. In one of them gleam we have been using to run competition, the other we have been using to communicate with customers directly bringing them to the checkout page, so the e-commerce conversion rate was more than 80%:

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

Bing’s 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 interests 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 when you check the screenshot, it seems that Paid Search has really bad results compared to organic however it provides a 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 the 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 a winning strategy that is constantly giving lots of transactions.

Facebook retargeting. 

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