Shay and Company Case Study
The Client:
Shay and Company is Oregon’s premier wholesale supplier of high-quality natural oils, butters, and soap-making ingredients. Since 1996, they have been serving businesses of all sizes, providing ethically sourced raw materials for skincare, aromatherapy, and candle-making industries.
Project Summary:
Industry: Wholesale, Natural Ingredients
Location: Oregon, USA
Services Provided: Website Design & Development, PPC, Conversion Optimization
4,676%
Maximizing Return on Ad Spend
2.12K+
Conversions, Significantly Increasing Sales
2.5K+
SKUs Managed
Challenges / Objectives
While Shay and Company had a well-established business model, they faced key digital challenges that limited their ability to scale online revenue effectively:
- Underperforming PPC campaigns: High ad spend with low return on investment (ROI), leading to inefficiencies in cost-per-acquisition (CPA).
- Declining Conversion Value: A performance review identified a $16,088 decline in total conversion value across two campaigns, signaling a need for immediate intervention.
- Cart Abandonment & Low Conversion Rates: Visitors were engaging with the website but failing to complete transactions, requiring improvements in conversion rate optimization (CRO).
- Limited Organic Traffic Growth: The existing website structure and content were not fully optimized for search visibility and user engagement.
The primary objective was to enhance PPC performance, optimize website functionality, and implement conversion-driven strategies to increase revenue and maximize return on ad spend (ROAS).
Strategic Approach & Implementation
To address these challenges, a data-driven and performance-focused approach was developed, incorporating key elements of website design optimization, PPC restructuring, and CRO enhancements.
1. PPC Campaign Restructuring & Optimization
- Revamped Google Performance Max (PMax) campaigns with high-intent keyword targeting.
- Developed segmented campaigns focused on branded search, competitor targeting, and product category expansion.
- Introduced automated smart bidding strategies, optimizing CPC for maximum conversions.
- Implemented retargeting and dynamic remarketing to capture high-value returning customers.
2. Website Optimization & Conversion Rate Improvements
- Designed a modern, mobile-friendly eCommerce experience with an intuitive checkout flow.
- Implemented A/B testing on landing pages to optimize for engagement and conversion lift.
- Enhanced UX elements to streamline navigation and product discovery, reducing friction points.
Project Highlights
Website Development & Content, WordPress, Google Ads, Microsoft Clarity,
Performance-Driven PPC Strategy
Reengineered paid advertising campaigns to maximize conversion efficiency and optimize CPC.
Conversion Rate Optimization (CRO) Success
Implemented strategic design and content improvements to enhance user engagement and transaction completion rates.
Web Development & E-Commerce Optimization
We designed a modern, user-friendly eCommerce platform focused on improving site speed and seamless navigation, ensuring a smooth shopping experience for customers. Additionally, we optimized product pages with enhanced visuals and structured content to improve user engagement and drive higher conversions.