Case Study
Strand Boosts Online Revenue by 37% with AI-Powered Strategy
Partner
Since 2022
Website
https://www.strandbags.com.au/
Region
Australia
Category
Handbags & Suitcases
Key Objectives
With over 300 retail locations and a strong online presence, Strand aimed to engage new audiences to maintain market relevance and accelerate growth.
- Optimise Product Feed
Increase the average character length of product titles by 50 characters and descriptions by 2,000 characters for 1,600+ Strand products by May 2024. - Improve Engagement
Boost Strand’s free listing visibility by 186% in just 30 days, significantly outperforming competitors. - Increase Visibility Score
Elevate Strand’s visibility score from 5-10% to 20% within one month, strengthening market presence.
PATTERN
Our Approach
With over 1,600 products, Pattern identified an opportunity to significantly boost Strand’s Google Shopping performance through focused optimisation of product listings. This strategy aimed to attract thousands of untapped users searching specifically for niche bags and travel accessories while reducing spend on cost-per-thousand (CPM) and cost-per-click (CPC), ultimately enhancing overall results from SEO and paid search.
Manually optimising Strand’s extensive product catalogue would have required substantial resources and time. Hence, Pattern recommended a dedicated optimisation campaign using its proprietary Generative AI technology to efficiently tackle this challenge.
Leveraging Proprietary AI
Pattern utilised advanced AI tools to quickly and comprehensively optimise Strand’s entire range of products on Google Shopping. Unlike traditional strategies that focus on a limited selection of hero products, this approach boosted visibility and reach across the full catalogue. As a result, Strand was able to attract new customers and drive broader engagement, giving the brand a clear competitive edge.
Creative Application of Generative AI
By creatively applying generative AI, Pattern condensed the optimisation process from potentially hundreds of hours to just two. Building and launching these AI tools involved considerable challenges, notably to ensure the tools delivered Google’s best practice outputs rather than generic content. Selecting the right AI models required extensive trial and error; some were overly rigid while others were overly creative, and even Google’s own AI occasionally struggled to follow Google’s guidelines. Through rigorous testing and refinement, Pattern successfully developed a robust, functional solution that generated highly relevant, Google-friendly titles and descriptions directly from Strand’s product information, ensuring consistent visibility in user searches.
Budget Efficiency and Strategic Growth
This AI-driven strategy significantly reduced CPC, allowing the marketing budget to reach a broader audience more effectively. Automation also freed up Pattern’s team to focus their efforts on further strategic growth initiatives and continuous performance improvement.
Results
The campaign successfully met and exceeded the initial targets:
- Product Feed Optimisation: Pattern successfully increased the average character length of product titles by 50 characters and descriptions by 2,000 characters for over 1,600 products by May 2024, achieving significant enhancement in visibility and search relevance.
- Improved Engagement: In just 30 days, Pattern boosted Strand’s free listing visibility by 186%, significantly outperforming competitors and exceeding initial expectations for competitive performance.
- Enhanced Visibility Score: Strand’s visibility score increased impressively from an initial range of 5-10% to 20%, surpassing the targeted benchmark within one month and substantially strengthening their market presence.
The campaign’s efficiency was further highlighted by Paid Search results, with a 41% increase in impressions, a 10% reduction in CPC, and a 12% decrease in CPM.
YoY online revenue across digital marketing channels managed by Pattern
+37%
+41%
increase in impressions from paid search and a 10% reduction in cost-per-click (CPC)
+11%
increase in ROAS
+31%
increase in average clicks (period-on-period) without raising ad spend
+28%
INCREASEINCREASE IN PAGE 1 RANKING KEYWORDS
(JAN – DEC 2023)
26%
Total Organic keyword rankings (Jan – Dec 2023)
+67%
Revenue, +39% Sessions, +30 Transactions during 2023 Black Friday promotion period
Key Projects
Site Migration and URL Mapping
Schedule Demo
Our performance growth experts will walk you through our Ecommerce business solutions for you as a Pattern partner. Discover what you’ve been missing from an Ecommerce solutions company by chatting with us today.