Magic Cradle: A case of successful digital marketing strategy
Cuna Mágica is a Mexican company dedicated to the manufacture of furniture for infants. Among its products are cribs, chests of drawers, changing tables, baby beds, mattresses and quilts. The approach with the digital marketing agency MHA was as follows.
First contact and objectives
Cuna Mágica approached MHA to improve their Facebook Ads campaigns. Here it is important to clarify that the brand had a Shopify page and payment campaigns on Google. The budget allocated to these Google and Facebook campaigns was tiny, since the website was only the channel of arrival and purchase after marketing work in exhibitions, comments on social networks, etc.
With this in mind, the objective was to create advertising campaigns focused on generating conversion. Therefore, we had to understand the user (make the buyer persona) and thus create attractive ads.
Having already described the above, MHA carried out an audit of the site to learn about the customer journey .
Problems on the product page . When you open an ecommerce, you will have to compete with a whole horde of sites that already have more experience than you. Therefore, one of the tools is to make a product page. You must tell your users why your product is special. MHA proposed to improve this aspect.
The page did not communicate enough . Upon entering the site, we did not see the difference or why we should buy the crib for my first, second, third child there.
Payment methods . We found errors in the payment methods.
Many clicks on the shopping cart , which makes the potential buyer desperate or bored and makes him leave the page.
What was done?
Rich product pages. More images, longer descriptions, materials, security, answer frequently asked questions.
Demonstrate the value proposition on the website. A common mistake is not knowing how to translate the value proposition on a web page. Although Cuna Mágica already knew what it was, we had to work on that aspect as well.
Expand the payment methods and provide facilities to the user so that they do not find obstacles in their purchase.
We optimized the shopping cart and the payment process so that it was done with the least number of clicks and with the least amount of information.
MHA started SEM with Google . Campaigns were created from scratch, finding and optimizing keywords, banners, titles, etc. Branding campaigns and related words were carried out.
However, after doing this for a month, we realized something . The objective was not to create total conversions , where the user makes the purchase. We had to understand that a crib, changing table and more related are items that are reviewed in advance for the arrival of a baby, therefore, very few of the first visits will buy it.
So, we focus our campaigns on micro conversions, specifically: add to cart . Therefore, sales became subject to additions to the cart, the user can return when their baby is about to be born.
The goal: Let's generate more carts!
The Facebook and Google campaigns, now, had the objective of being optimized to create shopping carts.
Knowing that this was the goal, the increase in carts occurred in a period of approximately 2 months.
And then? Already having full carts, now it was time to follow up, for which remarketing campaigns were created , extending up to 180 days.
Likewise, an email marketing campaign was implemented to encourage and maintain the user's desire to purchase. It should be noted that Cuna Mágica already had a mailing strategy , however, with the new approach, MHA optimized the messages: improving the subject, cleaning the database, improving the CTA.
In addition to improving the experience, we also took advantage of the affective and emotional theme of babies to insert content that added value to the user, not only talking about cribs, but also about the protagonists who will use them. This change boosted the open rate and click rate of emails by 25%.
Google and Facebook ads also went through this emotional treatment and we also saw an increase in CTR. People don't buy a product, they buy an emotion.
Observing the success, it was decided to double the budget to guideline to take advantage of the momentum we had achieved. with this action. In a period of 7 months after starting, the sales of Cuna Mágica tripled .
The biggest challenge with Cuna Mágica
The biggest challenge for MHA with Cuna Mágica was understanding the true objective of our efforts, it was not the immediate sale, it was the carts and the follow-up. Understanding this gave us a change, however, for any agency the demand for almost immediate results can be a challenge and the client did not see tangible sales after 3 months.
In these cases, getting closer to the client is super important, and making it clear that by having a well-defined objective and attacking, the results will come in the medium and long term.
Cribs and products of this type are long-term. Each company must know how its customers buy and adapt their strategies to it.
Magic Crib, a baby furniture company wanted increased conversions. MHA found points for improvement on the product page, payment methods, purchase process. Work was done on them in parallel with the launch of marketing campaigns to increase sales. However, we realized that the “add to cart” micro conversion was the right way to go.
The ads with the objective already found were improved and retargeting and email campaigns were carried out to continue in the user's mind.
In addition to the above, we implemented an emotional strategy, without losing sight of the objective offer of the product. Sales tripled in a 7 month period.