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Het resultaat

\n

De resultaten van deze online ‘pakket-strategie’ liegen er niet om. Waar het gemiddelde aantal actieve bezoekers in 2017 en 2018 nog op 200 lag, steeg dit aantal naar aanleiding van de campagnes tot maar liefst 1000 actieve dagelijkse bezoekers in 2019. Hiervan is 70% een nieuwe bezoekers. Het aantal bezoekers van de productpagina’s steeg even hard mee, een stijging van 520% in 2019 ten opzichte van het jaar daarvoor.

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De uitdaging

\n

De online 'pakket-strategie' stond voor de uitdaging om het lage aantal actieve dagelijkse bezoekers, dat in 2017 en 2018 gemiddeld rond de 200 lag, aanzienlijk te verhogen. Er was bovendien behoefte aan het aantrekken van nieuwe bezoekers, aangezien het bereik beperkt bleef tot een bestaande doelgroep. Ook het verkeer naar de productpagina’s bleef achter en moest fors worden vergroot om de conversiekansen te verbeteren. Kortom, er lag een duidelijke opgave om zowel het totale bezoekersaantal als de kwaliteit en relevantie van het verkeer aanzienlijk te laten groeien.

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De aanpak

\n

Goede online marketing begint met een sterke strategie: het bepalen van heldere doelen en het uitstippelen van de weg ernaartoe. Na de online mogelijkheden strategisch in kaart te hebben gebracht, werd besloten ‘campagne-pakketten’ voor de deelnemende winkels te introduceren. Hierbij kozen deze winkels uit op-maat-gemaakte online pakketten voor verschillende budgetten. Vervolgens werd voor elke deelnemende winkel een passend online campagnetraject opgezet. Daarnaast werden de SEO- en SEA-strategieën opgezet en waar nodig tot in de puntjes geoptimaliseerd. De YoY-impact was niet onverwachts zeer positief.

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