Click & Grow has great position in organic search and strong brand. However, it seems that their sales have stagnated (based on openly available revenue reports for 2018/2019). Possible reason is the rising competition from sellers Amazon and the likes.
To continue the sales growth, Click & Grow would be wise to do the following:
- Aggressive and consistent experimentation with new ads/content.
- Use current strong position in the market as an edge.
- Utilise more personalised approach to lead nurturing – detailed lead segmentation and improvement of customer journey map.
Company has strong brand and very well presented in search.
It ranks on top positions for buyer keywords and outranks other competitors.
50% of it’s traffic comes from Google and the likes.
People are spending over 3 minutes on the website and visit over 4 pages on average.
They are definitely interested.
Working with website optimisation is the key here.
If it is of significant importance, working on increasing engagement would benefit the sales directly.
Currently the posts engagement is abysmal compared with the amount of followers (40K).
Cleaning of the followers or/and rapid content experimentation would be beneficial here.
Details: Paid Ads (Social & Search)
According to facebook.com/ads/library/ Click & Grow is advertising in multiple countries.
Some of the creatives are over 6 months old and could definitely use a refreshment.
The similar problem is with the search ads, where according to ahrefs.com all creatives are basically the same.
On the positive note, the company uses retargeting quite actively.
Which considering the large amount of search traffic they get is a smart move.
As soon, as I visited the website, I was retargeted with the following creative:
Again, here I would suggest trying out different variations and experiment more.
Also, adding Google Display and YouTube would also help.
Today, the problem banner blindness is real, the new norm is running 10s if not 100s of ad creative experiments to find what clicks the best and then scaling it.
Note: there are tons of experimentation possibilities. From trying different creative to different offers. From driving direct sales to getting more signups into messenger/email and then engaging them there.
Segmentation and rationalisation is a must.
Click & Grow is already using Mixpanel, which allows to know the exact customer journey. It seems that it is using ActiveCampaign for email marketing automation👍
With all those tools in place and a strong position on the market, Click & Grow has good chances to grow.
Smart re-targeting, segmentation, revamping of existing campaigns, as well as building strong following on social media.
A combination of all theses will help to lift the business further.