Our approach was comprehensive, focusing on maximizing revenue through strategic pricing, optimizing the product feed, and implementing CRO techniques to capture high-intent traffic effectively. Key activities included:

Dynamic Pricing Optimization: With a price-sensitive market, we used a competitor price-tracking tool to ensure *JPHA* stayed competitive without sacrificing margins:

Real-Time Price Adjustments: Set up automated pricing updates based on competitor prices to keep high-demand items like whiskey and wine cases attractively priced. By strategically adjusting prices on these core products, we captured price-sensitive buyers while maintaining profitability.

Flexible Pricing Strategy for Premium Items: For high-end products where JPHA held a competitive advantage, we set pricing slightly above market averages, emphasizing the unique value and quality.

Product Feed Optimization: Fine-tuning the product feed was essential to maximize visibility and relevance in search ads:

Detailed Product Titles and Descriptions: Updated product titles and descriptions to highlight attributes such as vintage, region, and age for wines and whiskeys. By making listings more informative and keyword-rich, we improved search relevance, resulting in higher CTR and quality traffic.

Category and Brand Mapping: Carefully mapped products by category (e.g., “Single Malt Whiskey” or “Vintage Wine”) and brand, ensuring ads appeared in relevant searches and improved audience targeting.

 Visual Appeal with High-Quality Images: Refreshed product images to highlight bottle details and packaging for wine and whiskey cases, increasing engagement from visually driven shoppers.

Conversion Rate Optimization (CRO) and AOV Enhancement: To capitalize on high-intent traffic, we introduced CRO tactics and upsell strategies to boost AOV:

Bundling and Cross-Sell Opportunities: Implemented product bundling and cross-sell options on high-margin items, such as “wine and cheese gift sets” or “whiskey tasting collections,” driving up AOV by encouraging customers to add complementary products to their carts.

User-Friendly Checkout Flow: Simplified the checkout process with a focus on mobile responsiveness, as a significant portion of traffic came from mobile users. This change reduced cart abandonment rates and increased conversion rates across the board.

Trust-Building Elements: Enhanced product pages with trust indicators, such as customer reviews, trust badges, and “bestseller” tags, helping to build confidence in higher-value purchases.