39DollarGlasses

A focused approach to success

39DollarGlasses

39dollarglasses header

Leading online eyewear retailer 39DollarGlasses.com has been working with us for years to help their business stand out in a highly specialized market. The rich partnership between our companies has led to a significant boost in their site-wide traffic and online revenue.

Situation

Strategic Positioning in a Competitive Market

As a leading online retailer specializing in affordable options for high-quality prescription glasses and accessories, 39DollarGlasses has been working with us since 2012.

Prior to partnering with Happy Cog, 39DollarGlasses had a recognizable presence within the marketplace and had earned top search rankings in Google. With this in place, they approached our team for a next-level solution to measure their PPC efforts, transform their online business, and improve their overall site conversion.

Execution

Implementing Cutting Edge Technology to Drive Quality Visits

We were able to increase 39DollarGlasses’ online visibility by leveraging CRM data and utilizing the Google Display Network (GDN). This enabled them to increase acquisition in a trackable, scalable manner. Our PPC team used keyword research and identified long-tail modifiers that could be targeted in the online glasses market. These modifiers have accounted for nearly 50% of the increased revenue from organic search, year over year.

We worked to integrate our cutting-edge proprietary PPC technology that makes constant changes to campaign bids and budgets. This technology automatically shifts 39DollarGlasses’ budget to the campaigns that are working best for them, in real time. This reduced costs, made previously unprofitable PPC campaigns profitable, increased conversions, and drastically improved their return on investment (ROI). As a result, 39DollarGlasses’ paid search revenue has increased by upwards of 200% each year, while ROAS has improved by 35%. Organic revenue has continued to climb by more than 30% each year.

Since adopting Happy Cog’s PPC strategy, 39DollarGlasses has seen site-wide visits from organic search increase by 116%. They have nearly doubled their reach in all multi-channel sources, including sales and revenue, year over year.

After we worked with the 39DollarGlasses’ technical team on optimizing landing pages and content, they saw a 45% increase in the number of indexed pages on Google.

Results

Significant Growth and Continued Success

With such strong results, we wanted to keep the momentum going. Using Facebook advertising’s lookalike audiences (based on converted customers), we’ve been able to increase new customer acquisition while still maintaining greater than 400% ROAS. Now that 39DollarGlasses has a stronger presence in the GDN, we’ve used native ads on both the GDN and Yahoo Gemini to bring down the average Cost-Per-Click by 48% account-wide, while still maintaining the conversion rates.

This has led to an increase in overall ROAS, while simultaneously letting us reach a new audience. With more competitors using paid search to acquire new customers, we turned to Google Display to reach our audience earlier in the funnel — reaching the right people first. We’ve also been able to run cross-device remarketing campaigns in order to reach users who started their journey on mobile, increasing mobile’s attributed conversion rate by nearly 25%.

What began as an initial analytics consultation has now turned into a thriving partnership between our companies that has increased site-wide traffic and online revenue. The leading optical retailer and Happy Cog continue working together in managing its SEO, PPC, Display, Remarketing, and Comparison Shopping Engines.

We’ve been able to track new customers throughout the entire funnel and see an attributed ROI that has significant scale.

- Marc Weinstein, CEO of 39DollarGlasses.com