How we improved Ember’s conversion rates and advertising performance on Bol.com

THE CHALLENGE

Low organic visibility and limited ad reach

Ember, a leading brand in temperature control technology, had established a presence on Bol.com in Belgium and the Netherlands, but their efforts were not optimised for success:

• Product titles, descriptions, and images were not incorporating key product features or relevant keywords, limiting discoverability and conversions.
• Advertising campaigns were limited, failing to reach the right audiences or fully utilise the available opportunities.

As a result, both organic and paid discoverability were low, hindering the brand’s performance on the platform.

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THE SOLUTION

Full content and ad strategy overhaul

To maximise Ember’s success on Bol.com, we conducted a comprehensive audit and identified several areas for improvement:‍

• ‍Content Optimisation: We improved product descriptions, titles, and images to better align with Bol.com search queries, highlight key product benefits, and enhance the shopping experience. Content was fully localised in Dutch and French to maximise relevance for each market.‍
• Advertising Optimisation: We developed a new advertising strategy, rigorously tested different campaign structures, and refined targeting to ensure the most effective mix. This included optimising keyword selection for both the Belgian and Dutch markets and strategically adjusting budget allocation based on regional performance and seasonality spikes.

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THE RESULT

700% traffic boost and major CVR gains

Following these changes, we saw significant improvements across both organic and paid:‍

• ‍Organic Product Visits: A 700% increase in weekly visits, from under 300 to over 2500 across both regions.‍
• Organic Conversion Rate (CVR): A high increase in CVR, with Belgium improving by 188% (from near 0% to 1.88%) and the Netherlands by 201% (from 1.88% to 5.67%).‍
• Advertising: Increased Impressions, clicks and CTR, with ads CVR rising to 3.17% by the end of Q4, compared to 2.52% before the optimisation efforts began.

These improvements not only boosted visibility, engagement, and conversions, but also highlighted the effectiveness of a comprehensive, data-driven optimisation strategy.

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CONCLUSION

By optimising product content and refining advertising strategies, we were able to elevate Ember’s presence on Bol.com, improving product visibility, engagement, and performance. The efforts resulted in higher conversion rates, a more efficient use of ad spend, and ultimately a stronger return on investment. This holistic approach to content and advertising optimisation ensured Ember’s Bol.com presence aligned with the brand’s premium image and unlocked new growth opportunities on the marketplace.