Giuffrè Francis Lefebvre

Digital ADS
Digital advertising Digital marketing Search Engine Optimization (SEO) Social media advertising Digital strategy
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Giuffrè Francis Lefebvre is one of the largest Italian players in the field of professional publishing.
Born from the merging in 2018 of the historic publisher Giuffrè Editore and Memento Francis Lefebvre, it is part of the international Lefebvre Sarrut group, active throughout Europe with 8 subsidiaries and more than 2,600 employees.

Giuffrè Francis Lefebvre provides high-quality tools, management software and information solutions, based on authoritative sources and reliable methods, to accompany professionals in the legal, tax, labor and corporate sectors.

NEEDS

Develop a multi-channel digital advertising strategy and a strategic conversion rate optimisation plan related to the shop.giuffre.it eCommerce platform with particular emphasis on reducing shopping cart drop rates
NEEDS

OBJECTIVES

Increase ecommerce site sales (conversion)
Increase ecommerce site sales (conversion)
  • optimise the channel mix
  • increase overall sales volumes from paid activity
Improve ROAS (return on advertising spend)
Improve ROAS (return on advertising spend)
  • Reduce Cost Per Transaction
  • Optimise eCommerce Conversion Rate
  • Reduce Cart Abandonment Rate
  • Increase average shopping cart

THE INTERVENTION

After an in-depth analysis of the needs, target market and historical data of the shop, we identified potential areas for optimisation and built a new media plan that would improve spending and return on investment by eliminating some paid channels and approaching new ones.
Audit
Audit
Market Research
Market Research
Channel mix
Channel mix
Campaign Building
Campaign Building
Optimization & A/B Testing
Optimization & A/B Testing
Reporting
Reporting

1 Audit & strategic planning

  • ANALYSIS AND EVALUATION OF THE INITIAL SITUATION
  • DEFINITION OF OBJECTIVES
  • ANALYSIS AND TARGET IDENTIFICATION
  • MARKETING CHANNELS MIX
  • BUDGET AND FORECAST
  • SET UP CAMPAIGN STRUCTURE
  • DEFINITION OF KPI AND REPORTING DASHBOARD

TARGETING

The analysis of the online shop catalogue resulted in the outline of the characteristics of 4 audience types.

For each one, a tailor-made strategy was defined on the various channels with multiple conversion funnels, particularly on social media.

Custom Audience

Part of the campaigns started with the creation of vertical custom audiences to work at a lower part of the funnel and optimise conversions.

Lookalike Audience

Custom audiences were expanded to intercept lookalike users.

Retargeting

To consolidate the brand's presence and convert users who have visited the site but have not purchased, we activated retargeting campaigns to cover the entire sales cycle.
>TARGETING

2 CHANNEL MIX OPTIMISATION

Our first step was to analyse past spending adv data and targets. This analysis led us to review the choice of the media mix not only in terms of the percentage of spending per channel, but also in the choice of channels and their use.

Two pillars guided our decisions: the elimination of the less productive channels in terms of conversions to strengthen those with greater possibilities for development; the focus on those channels which, in addition to their current positive performance, allow a better combination of target, use habits and product offer. The new media mix aimed to maximise and optimise the best performing channels (first and foremost Google) and to explore the management of other social media and channels with new approaches.

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  • Display
  • Search
  • Shopping/Performance Max
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  • Search
  • Shopping
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  • Display retargeting
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  • Audio awareness
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  • Traffic
  • Conversion
  • Lead
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  • Traffic
  • Conversion
  • Lead
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  • Traffic
  • Lead

3 CAMPAIGN IMPLEMENTATION

Microsoft Ads:

  • Search
  • Shopping

The choice of this unusual channel comes from the preliminary analysis made on the target audience, providing a new focus that is supporting the growth of online shop sales with campaigns on the search network and with shopping campaigns.

Social Ads:

  • Facebook
  • Instagram
  • Linkedin

Our team of designers, copywriters and social advertising specialists worked closely with the client to capture the essence of the brand and the uniqueness of its products, to devise campaign concepts, visual and text messages that would successfully appeal to the target audience.

The intervention consisted in:

  1. creating funnels for each target/buyer person identified
  2. and propose a series of targeted services and products for each funnel

The targeted funnel/services approach made it possible to better understand which services/products were more interesting for the target audience and consequently to optimise advertising spending, making it more efficient.

After building funnels on the most effective targets and products, we also activated 'flat' campaigns to maximise sales (when saturation arises, we will replace the saturated funnel with a new segment).

This logic, with different budget weights, was applied on Facebook and Instagram, as well as on LinkedIn.

Spotify Ads:

  • AUDIO AWARENESS

The planning with audio spots is part of the strategy to expand the brand on younger targets, intercepting it on a platform that is increasingly used by various targets and that allows an interesting thematic segmentation.

Retargeting & remarketing:

  • discovery campaigns
  • RTBHouse
  • SOCIAL RETARGETING

Retargeting coverage is planned to be divided into 3 parts, in order to cover the widest spectrum of quality online placements. In this way, it will also be possible to compare (via Analytics) the 3 different performances and possibly adjust the allocations accordingly.

discovery campaigns
discovery campaigns

The affected placements are 3:

  • Gmail (targeted at cookie level, not at db level)
  • Google Discover on Google mobile app
  • YT homepage (native format)
RTBHouse
RTBHouse

The unique RTB House engine based on Deep Learning algorithms identifies potential buyers and improves performance through ultra-personalised 1:1 retargeting, up to 50 per cent more efficient than standard Machine Learning AI-based approaches.

SOCIAL RETARGETING
SOCIAL RETARGETING

This activity would be developed directly by Facebook and LinkedIn Business Managers with targeted advertisements and to complement the funnels created and validated in the previous point on social ads.

4 Management & CRO:

  • A/B TESTING
  • RESULTS ANALYSIS
  • CRO (CONVERSION RATE OPTIMISATION)
    CAMPAIGN STRUCTURE & SETTINGS
    STATISTICAL ANALYSIS & REFINEMENT
    BID MANAGEMENT
    IMPROVEMENT OF CART ABANDONMENT RATES
Management & CRO:

Using an A/B test approach and several pilot campaigns, each channels and their performance were monitored, as well as the individual creatives and targets, so that any changes or exclusions could be made to the channel mix or individual ads.

In addition, comparing the data from the last 12 months with the previous ones, we found an asymmetry between the growth in traffic and the increase in conversions.

In order to improve cart abandonment rates, we acted on several fronts: we solved critical issues in the payment system, especially with regard to the overall UX of the payment process phase. More generally, we revised the UI for mobile devices and resolved technical criticalities concerning the overall page loading speed. To improve the overall user experience, with a direct impact on conversion rate and shopping cart abandonment rate, we adopted both UX and user flow analysis tools (hotjar) and optimisation and A/B testing tools (google optimise).

5 Monitoring & reporting:

  • CUSTOM MADE REPORTING DASHBOARD
  • GOOGLE DATA STUDIO SET UP
  • GOOGLE TAG MANAGER
  • PERFORMANCE EVALUATION
  • PLAN REFINEMENT

We implemented rigorous tracking using Google Tag Manager, so as to categorise paid effort traffic into the appropriate channels and then make individual 'campaigns' uniquely identifiable and comparable in the appropriate Analytics report.

Furthermore, in line with the agreed goals and kPIs, we developed a customised reporting dashboard using Google Data Studio, through which it was possible to easily create data reports from a wide range of sources and channels, including Google Ads, Analytics, Display & Video 360, Search Ads 360, File flat through CSV file uploads, and social media platforms such as Facebook and Instagram.

Monitoring & reporting:

RESULTS

SESSIONS
Up
+30%
AVERAGE CART VALUE
Up
+30%
TRANSACTIONS
Up
+28%