Grubau
Revenue and ROAS growth through B2B e-commerce. Grubau is the Belgian market leader in stone working tools.
They have the most innovative and high-quality materials in the sector. As a true partner, they think along to find appropriate solutions and contribute to the growth of their clients. That is Grubau's goal.
How Grubau strengthens its position as market leader through digital growth acceleration.
Grubau is the market leader in tools and service for the stone working sector. In a highly competitive market, the company wanted to strengthen its position and, together with boostU, focused on digitalisation to grow sales, profitability and brand awareness.
The focus was on better marketing performance through channels that attract new customers, and on initiatives that increase loyalty and customer value through marketing automation.
The objective was clear: stronger online results through performance-focused channels without extra budget, and more insight into the impact of marketing by linking analyses to business data in Odoo.
You’ll have to see for yourself.
Conversie rate e-commerce
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1) Data-Driven Marketing
By better measuring results and linking them to back-end data via Odoo, we were able to better identify blind spots.
Thanks to improved e-commerce data via datalayer tracking within Google Tag Manager, Grubau could better evaluate the impact of marketing campaigns and channels.
The profitability of channels and campaigns was calculated by deducting additional costs such as shipping costs, VAT, etc. from the revenue to arrive at a net result.
2) Focus on traffic quality
Quality over quantity. With that mindset, we reviewed the existing campaigns to maximise results within the existing budgets.
A first major win was eliminating campaigns for mobile traffic. A significant loss in website traffic, but a major improvement in quality. More conversions, more sales, better ROAS.
Ad texts were also adjusted to better target the B2B market and avoid B2C.
3) A/B Testing & Optimization
Which target audiences convert best? What is the ROAS per campaign type? What if we want to expand internationally?
By continuously testing different aspects of the campaigns and digital strategy, we worked towards an optimal result in a short time. That result was determined based on clear KPIs such as revenue, ROAS and cost per acquisition or transaction.
