Case Study for Ecommerce Software Platform
Headless ecommerce platform, Fabric, increases leads by over 250%, boosts sales opps by 109%, and decreases cost per lead by 41%.
267%
Increase In Leads
109%
Increase in Sales Opps
41%
Decrease in Cost Per Lead
The Client
The Fabric commerce platform provides a range of services for commerce, including APIs, a marketplace, an order management system (OMS), and product information management (PIM), designed to encourage a holistic approach to ecommerce. As a solution, Fabric emphasizes the concept of headless commerce, an approach that provides flexibility for merchandisers, operators, and developers within high-growth brands and retailers, letting them break down monolithic platforms and integrate with various systems.
The Challenge
Like many businesses, fabric wanted to drive sales opportunities and decrease the amount it was spending to acquire those leads. In addition to strategic ad spend and high-efficiency keywords, fabric also wanted to ensure accuracy and proper tracking of its campaign performance, which had previously been a pain point. SevenAtoms was brought on board with clear goals: Increase leads and find cost-efficient opportunities.
The Solutions
SevenAtoms provided the following services:
- Google PPC and retargeting campaign setup and management
- Bing PPC campaign setup and management
- Capterra campaign setup and management
- Custom landing page development, optimized for conversions
SevenAtoms started by identifying fabric’s key target personas, including their characteristics and online behavior, and created detailed strategic plans across multiple channels, including Google and Bing ads, retargeting, and leveraging Capterra for B2B corporate leads.
SevenAtoms optimized fabric’s PPC campaigns for less-competitive long-tail keywords, competitive terms, and niche terms. Conversion-focused, custom-built landing pages improved ad relevance, and mobile-optimized ads ensured high effectiveness with mobile searchers, an increasingly important segment.
The Results
SevenAtoms’ PPC campaigns delivered impactful results for fabric, and showed consistent improvement month-over-month. Key highlights included:
- 267% increase in leads
- 109% increase in monthly opportunities
- 430% increase in landing page conversions
- 41% reduction in cost per lead
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