eCommerce Case Study: Just Kampers | SEO, CRO & Paid

proof3.co // Case studies // Just Kampers

Project results

Multi-channel management increasing total revenue by 212%

Just Kampers are one of the world’s leading producers and suppliers of parts and accessories for classic and modern Volkswagens. They have been a big part of the passionate VW community since 1989.

Our role with Just Kampers is multi-faceted, working alongside them on Digital Experience Optimisation projects spanning across paid search, search engine optimisation, and conversion rate optimisation for their Adobe Commerce website.

Stephen Gosling - eCommerce Director - Just Kampers

“We’ve been working with Proof3 for 18 months and we’ve achieved more in that time than we did in the three years with our previous agency. We’ve identified and cleared a huge backlog of Technical SEO issues, as well as establishing opportunities for On Page SEO and optimising the content we already produce. We’ve lowered our cost of acquisition through paid channels without reducing the volume or quality of clicks and we’ve seen big gains from our CRO projects that mean we are making the most of the traffic we have. From a personal point of view, I have really enjoyed working with the whole team at Proof3, they are an extension of our business and that’s why the relationship works so well.”

AI-powered SEO problem solving

Just Kampers have a huge product catalogue, which also means their website has hundreds of product categories & subcategories. While each page features different products, the issue in Google’s eyes is that they are too similar, which means that not only were they not being indexed, but some of them weren’t even being crawled. This was causing Just Kampers a significant loss in rankings and traffic. A costly problem that needed a smart solution.

Enter AI. Rather than updating these pages manually (sure, it’s possible, but it’s not a great use of someone’s time), we ran an AI content extension for Magento on the 6 top-level / 600 subcategories not being indexed (almost half of their total categories). This analysed the page’s content and generated a unique category description for each. Importantly, the Just Kampers marketing team then reviewed the content and enriched it with relevant information that the AI tool wouldn’t know about.

This was a risk-free, responsible use of AI with remarkable results.

The Optimisation Journey

With such a diverse range of parts and accessories for classic VW vehicles, navigation and signposting can be complex for new or lapsed customers.

This complexity posed a significant barrier to entry and could lead to frustration among users attempting to find their desired products. In response, our team initiated a comprehensive optimisation initiative aimed at streamlining the user experience.

Once the priority areas were identified, we embarked on a 6 month optimisation journey to enhance key facets of the digital experience:

Checkout
Product Category & Product Pages
Basket functionality & add-to-basket overlays
Homepage design

The results of our efforts were tangible. During the testing period, we observed an average monthly revenue increase of 12%, demonstrating the effectiveness of our conversion rate optimisation (CRO) strategies. This translated to an impressive ROI of 22.19 from our CRO activities alone. Buoyed by these outcomes, our collaboration extended for an additional twelve months, ensuring sustained improvements and continued growth for Just Kampers.

Slashing CPAs: Powering Performance with PPC Optimisation

Just Kampers gave us a clear target for the Insurance arm of their business: to reduce their rising Cost Per Acquisition (CPA) of new customers from Paid Ads without any reduction in annual insurance policies sold.

We initiated a comprehensive review process, delving into targeted keywords, typical search terms, and negative keyword lists. Through meticulous analysis, our Paid Search specialists identified and removed ineffective keywords that failed to yield conversions. By reallocating budget towards high-performing terms with historically favourable returns, we ensured optimal resource allocation for maximum impact.

This optimisation work was coupled with a new strategic bidding approach, incorporating target CPAs into the bidding strategy in lower increments. This method allowed for real-time assessment of performance impact, ensuring a delicate balance between lowering CPA and maintaining click and conversion volumes.

Results:

The collaborative efforts between Just Kampers and Proof3 yielded remarkable results with not only a substantial improvement in CPA but also a notable increase in conversions, signifying the effectiveness of the implemented strategies.