CASE NOTE · ANONYMISED
E-commerce store: connecting ads to product pages that sell
Ads sent people to the homepage and product pages were thin, so warm traffic had to find its own way and often left.
THE PROBLEM
An online store for bicycles and parts had a loyal following but product pages with little more than a photo and a price. Paid social drove traffic to the homepage, where visitors had to find their own way to the item they had just seen.
WHAT I DID
- Rewrote the priority product and category pages with fit, compatibility and "why this one" detail.
- Produced creative around specific products and sent each ad to its matching product page.
- Set up retargeting for viewed-but-not-bought products and abandoned carts.
- Reported monthly on revenue per campaign rather than clicks.
WHAT CHANGED
- Ads and pages that tell the same story.
- Fewer dead ends between the ad and the add-to-cart.
- Warm visitors brought back automatically.
- Reporting the owner could act on.
TYPICAL OUTCOMES
What a project like this usually moves.
- When each ad lands on the matching product page instead of the homepage, the drop-off between click and product view usually shrinks noticeably.
- Product pages rewritten with fit, compatibility and "why this one" detail tend to lift the add-to-cart rate on those pages.
- Retargeting viewed-but-not-bought products and abandoned carts commonly recovers a meaningful share of sales that would otherwise be lost.
- Reporting on revenue per campaign rather than clicks typically changes where the next dollar goes within the first couple of months.
These are typical, illustrative outcomes for this kind of work, not a specific client's reported figures. Real results depend on your market, offer, budget and starting point. Ask and I will walk you through relevant specifics privately.
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