Scaling a Safety Clothing Store from 50k to 140k PLN Turnover
We introduced dynamic ads on Facebook and improved site loading speed on mobile. The average cart value increased by 18 PLN.
The BHP-Pro Łódź store was stuck at a turnover level of 50,000 PLN and could not move forward for nearly a year. The owner spent money on ads that attracted people but did not generate orders. In 6 months, we broke through this ceiling, reaching a level of 143,890 PLN per month.
The challenge
The main problem was the site, which took as long as 7.4 seconds to load on phones. Customers, mostly construction company owners ordering on the go, gave up on purchases before the cart loaded. The bounce rate on mobile devices was 84%, meaning most of the advertising budget was going down the drain.
Additionally, Google Ads were set to very general terms like 'work boots'. The store was competing with large chains for the most expensive clicks instead of focusing on specific models and niches where it had better prices. The warehouse on Brukowa Street in Lodz was full of stock that wasn't moving fast enough to maintain financial liquidity.
Our approach
We started with hard data because at Wisła Digital Solutions numbers don't lie. In the second week of October 2023, we conducted a technical audit. A team of three – a developer and two ad specialists – prepared a recovery plan. We check facts, we don't guess, so the first decision was to turn off all campaigns that had a ROAS below 200%.
We focused on optimizing the site's code to reduce loading time to 2.2 seconds. Next, we rebuilt the campaign structure. Instead of fighting for general phrases, we bet on precise reach to companies from the Lodz and Mazowieckie provinces that actually needed specialized high-visibility clothing in large quantities.
The solution
We implemented dynamic product ads (DPA) on Facebook and Instagram. The system showed specific products to people who had previously viewed them in the store but did not finalize the transaction. It simply pays off because the cost of acquiring such a customer dropped from 42 PLN to 14.30 PLN.
We also simplified the payment process. Instead of five steps in the cart, we left two. We added a quick Blik payment option and a 'buy in set' module. Thanks to this, a customer buying work pants immediately saw matching knee pads and a belt at a promotional price. Everything was done on time, which allowed us to make it before the order peak in the PPE industry at the beginning of the year.
Results
In half a year, we transformed an unprofitable store into an efficiently operating sales machine. Turnover increased nearly threefold, and the owner could finally invest in a new delivery fleet and expand the assortment to include fire protection equipment.
Timeline
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October 2023Technical audit and improvement of site loading speed on mobile devices.
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November 2023Launch of Google Ads campaigns for specific product models and niche phrases.
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January 2024Implementation of dynamic remarketing on Facebook and simplification of the cart process.
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March 2024Achieving record turnover of 143,890 PLN and profitability optimization.
"Wisła Digital Solutions saved our liquidity. Previously we were only pouring money into the business, now we had to hire an extra person to pack parcels because we couldn't keep up with shipping."