Navigating Success in Niche Marketing

Marketing a product that appeals to a broad audience can be difficult. But when a product is niche and only of interest to a limited audience, the challenges compound. Not only must a business stand out amid all the noise in a cluttered eCommerce space, but it must also offer the best user experience to beat competitors.

Overcoming these challenges requires ensuring a top-notch customer experience and having a solid SEO strategy. It also demands having the proper IT support structure to facilitate growth and enable business scalability. Fortunately, for a niche retail footwear company, it had an ace up its sleeve: Krish TechnoLabs.

In November 2022, the retailer signed on Krish TechnoLabs, a certified Adobe Gold Solution Partner, to improve its digital marketing efforts and strengthen its online presence. The client wanted a trusted, eCommerce-focused digital marketing partner to improve search engine visibility, customer engagement, and conversion rates across multiple marketing channels. For Krish, it was the perfect opportunity to take its years of experience and devise a unique strategy to fit a unique client.

Krish began by delving into its client's website and identifying friction points during the customer journey. What originally started out as an update to the site's user interface and some fixes to improve user experiences gradually became a larger project, including performance optimization and comprehensive improvements with Adobe Commerce. 

The Krish team knew a stellar customer experience would bring great returns. With that in mind, the firm first focused on improving the integration of Amazon CloudFront and Varnish capabilities with Adobe Commerce.

Then, Krish overhauled the site's search functionality to enable visitors to more easily find the products they need. To better support the frontend, Krish also streamlined catalog structure and inventory management integration so product details, orders, and inventory update seamlessly.

Once the support structure of the client's Adobe Commerce site was in shape, Krish sought to increase the retailer's online visibility. The team conducted a comprehensive audit of the client's current digital marketing efforts, including paid and organic search, and created a custom strategy to realize the retailer's growth goals.

The audit uncovered many opportunities for improvement, so Krish set to work. After fixing nearly a million technical SEO errors, the team implemented several methods to better optimize the site's web pages. With new keyword and canonicalization strategies, a new URL structure, and tactics to address performance issues and improve the site's core web vitals, Krish's client was poised for organic search success.

After improving site health, Krish set its sights on spreading the word via paid media. Starting with Google PPC, the Krish team took a strategic approach to the paid media campaigns, gradually adding channels and categories to target the retailer's ideal audience. Finally, Krish integrated email marketing capabilities to help its client recover abandoned carts and send marketing campaigns for product launches, new offers, and more.

After launch, Krish's dedication to solving the unique needs of its client and the use of Adobe Commerce paid off. The fundamental fixes to the site's foundation, curated SEO strategy, and data-driven digital marketing helped the client achieve its goals.

With a 26% increase in organic traffic, a 762% return on ad spend (ROAS) for social media ads, and an 836% ROAS for pay-per-click ads, the client's overall revenue increased by an impressive 40%. Now, the niche retailer is well-equipped to grow at an unprecedented pace, thanks to Adobe Commerce and Krish TechnoLabs.