CASE STUDY
E-Commerce Conversion Optimization for a Carpet & Rug Store
Founded in 2018, the client established itself as a distinctive e-commerce platform offering stylish, affordable home decor, carpets and rugs. Initially built on Shopify, the store transitioned to WooCommerce to gain greater flexibility and control. However, this migration introduced significant challenges in analytics, advertising, and SEO, which hindered online performance and growth. By 2023, the company faced declining visibility, inefficient ad spend, and inaccurate data tracking, threatening its competitive position in the home decor market.
THE OBJECTIVE
The objective was clear: enhance analytics accuracy, optimize advertising performance, and improve search engine visibility to drive sales and support sustainable growth. Through a targeted, data-driven strategy, Digital Hashes team overcame these challenges, achieving improved performance and laying a robust foundation for long-term success in the competitive e-commerce landscape.
THE CHALLENGE
The client encountered several critical hurdles following its transition from Shopify to WooCommerce, which impacted its ability to compete effectively:
- Analytics and Ads Setup Issues: The migration disrupted analytics and ads functionalities, resulting in multiple accounts, misconfigured settings, and overall confusion, leading to unreliable data and inefficient ad performance.
- Underperforming Google Ads Campaigns: Campaigns suffered from low Ad Quality scores and lacked conversion goals, resulting in poor performance and wasted ad spend.
- Improper Google Analytics Setup: Google Analytics was incorrectly configured, causing inaccurate data collection and unreliable insights into user behavior and website performance.
- Un-synced Google Merchant Center: The Google Merchant Center was not properly synced with the WooCommerce store, reducing product visibility and impacting performance on Google Shopping.
- SEO Optimization Gaps: The new WooCommerce store lacked on-page SEO, with missing meta tags, descriptions, and titles, leading to poor search engine visibility and low click-through rates (CTR).
These challenges collectively contributed to reduced online visibility and stagnant sales, necessitating a comprehensive overhaul to restore growth.
THE SOLUTION
To address these challenges, Digital Hashes tailored a multi-faceted strategy that was implemented, focusing on technical optimization, advertising improvements, and SEO enhancements:
Google Tag Manager Implementation
- Configured Google Tag Manager with tags and triggers, integrating it with Site Kit and GA4 in WordPress for seamless tracking.
- Implemented Enhanced E-commerce Tracking, setting up key events such as Purchase, Add to Cart, View Item, and Remove Items to capture critical user interactions.
- Conducted troubleshooting to ensure accurate tag firing and data collection.
Google Analytics GA4 and Google Ads Optimization
- Integrated GA4 and Google Ads with Google Tag Manager, linking and configuring the Google Ads account for cohesive tracking.
- Established a new GA4 property and optimized tracking events to ensure accurate data collection and actionable insights.
- Addressed tag firing issues in Google Ads, improving campaign performance and ad spend efficiency.
Google Merchant Center Integration
- Established a robust connection between the WooCommerce store and Google Merchant Center to enhance product visibility.
- Conducted competitor research to craft compelling headlines and descriptions, improving product appeal.
- Reviewed and expanded audience targeting, added Structured Snippets, and set up a Performance Max campaign to maximize reach and conversions.
On-page Product SEO
- Crafted optimized product descriptions and meta descriptions for key SKUs, incorporating high-intent keywords like “modern carpets and rugs” and “affordable carpets and rugs".
- Addressed missing meta tags and titles, enhancing on-page SEO to improve search engine indexing and click-through rates.
- Ensured consistent URL structures and optimized alt text for images to boost organic visibility.
THE RESULT
Within 3 months, the strategic interventions by Digital Hashes delivered transformative results, positioning our client as a revitalized player in the carpet and rugs e-commerce market:
- Enhanced Analytics and Ads Performance: The reconfigured Google Tag Manager and GA4 setup improved tracking accuracy and efficiency, enabling data-driven decision-making and better campaign management.
- Optimized Google Ads Campaigns: Correcting tag firing issues and setting up conversion goals increased campaign performance, with a 25% improvement in return on ad spend (ROAS).
- Accurate Google Analytics Reporting: Proper GA4 configuration ensured reliable data collection, providing comprehensive insights into user behavior and website performance, supporting strategic planning.
- Improved Google Merchant Center Performance: Syncing the WooCommerce store with Google Merchant Center and optimizing content increased product visibility by 30%, driving higher click-through rates and conversions on Google Shopping.
- Enhanced SEO Visibility: Optimized on-page SEO elements boosted organic search rankings, with key product pages moving to the first page of Google for high-intent keywords, resulting in a 20% increase in organic traffic.
OPTIMIZED AD CAMPAIGN
+25% higher ROAS
CLICK THROUGH RATE (CTR)
+30% higher
ORGANIC TRAFFIC
+20% increase per month
ENHANCED TRACKING
Enabling data-driven decisions
KEY TAKEAWAYS
This case study underscores the impact of a targeted, data-driven approach in overcoming post-migration challenges for an e-commerce business. By resolving analytics, advertising, and SEO issues by the specialist team at Digital Hashes, our client not only restored its online performance but also built a scalable, data-informed platform for future growth. The integration of Google Tag Manager, optimized Google Ads and Merchant Center campaigns, and enhanced on-page SEO transformed the store into a competitive, customer-focused brand ready to thrive in the dynamic home decor industry.