Development + Promotion of an Online Plumbing Store

Development and Promotion of an Online Plumbing Store from Scratch!

As part of the project, an online store with a catalog of over 100,000 products was developed. Filters were configured, and a mechanism for importing and exporting data to update the assortment was implemented. Special attention was paid to SEO optimization of product pages and categories. A promotion strategy focusing on medium- and low-frequency queries was chosen to bypass competition. The site began attracting organic traffic and ensuring stable sales.

Order Service

Project: Development

1. Website Design Development
We created a stylish and functional design for the online store, including:

User-friendly product cards with a focus on key information.
Clean category layouts for easy navigation.
An intuitive product filter allowing users to quickly find the items they need.

2. Functionality Development

Configured a mechanism for importing and exporting products for automated assortment updates.
Developed a stable website capable of handling high traffic and a large catalog.

3. Promotion and SEO Optimization

Optimized categories and product pages for key search queries.
Focused on promoting product pages and categories to bypass high competition for general queries.

Challenges and Solutions:
The plumbing market proved to be highly competitive, especially for high-frequency queries. To attract organic traffic and achieve conversions, we concentrated on detailed SEO optimization of specific products and categories. This allowed us to promote the site using medium- and low-frequency queries, ensuring a steady flow of visitors and sales.

Project: Promotion

Work Period: 6 months

Tools: Bing and Google Ads contextual advertising

Task: Attracting new clients through the website and increasing the number of targeted inquiries.

Promotion Region: Several regions in Central Asia and Russia.

Results:

Launched effective advertising campaigns considering regional specifics.
Achieved 400+ conversions during the work period.
The average cost per conversion was less than 80 USD.

Solution: We created a detailed strategy for launching advertising campaigns, including:

Precise audience segmentation by region.
Setting up ad campaigns tailored to seasonal demand and user queries.
Budget optimization for maximum reach without overspending.

Starting Work on Promoting the Company Online

The client approached us with the goal of expanding their customer base and entering international markets. At the time of contact, the company already had a ready-made website, created in 2011, with minor updates in 2020. However, based on our analysis, the site did not meet modern internet marketing requirements, which we informed the client about. Despite our recommendations to create a new website, the client decided to work with the existing platform.

To improve the effectiveness of the current site, we implemented basic analytics tools. We installed international traffic tracking services and recommended that the client’s developer enhance the functionality: add responsive call buttons and forms for quick order submissions. These changes improved user interaction with the site.

The company’s assortment was quite extensive, with over 100,000 items, including categories such as:

plumbing products;
pipes and fittings;
accessories and consumables;
heating and water supply systems;
accessories and related products.

This became the foundation for further promotion, as a wide selection can attract the attention of a broad audience in various markets.

Mobile Version of the Online Plumbing Store

Results of Conversion Attraction

After 6 months of working on contextual advertising, we were able to attract 9,000 new visitors to the site. Thanks to properly configured ad campaigns and targeting, conversions began to grow, and the company started receiving a steady stream of potential clients interested in the products.

70% of which were visitors from ad clicks

Conversions over 7 months of cooperation – about 310 (data from the site, Bing analytics), of which more than 190 came from Bing ads, and 115+ from Google. This includes clicks on ads, registrations, purchases, or other business-critical actions.

Calls from ads, where users clicked on the phone number in the ad on a mobile device, constitute an important part of customer interactions. Bing recorded 60+ calls, while Google recorded 30+. This demonstrates the effectiveness of interactions on both advertising platforms.

Total targeted actions – 400+. This includes all types of interactions: clicks, registrations, calls, and other significant conversions.

The cost per conversion was around 5-80 USD, highlighting a reasonable level of advertising expenses while maintaining high effectiveness.