This luxury wheel company was looking to drive more customers onto the phone to complete their order and engage personally with their customers to build long lasting relationships.
decrease in cost per add to cart
increase in website traffic
increase in total monthly revenue
Variant Alloy Wheels has been providing the best quality, service, and stylish designs for over 15 years in the aftermarket and custom wheel market. With their vast knowledge and experience acquired throughout the years their passion has always been to design the highest quality wheels. Variant Alloy Wheels is one of the highest regarded wheel brands in the car community. They manufacture both forged products and flow formed wheels utilizing innovative cold vertical technology.
Chappell Digital Marketing created a plan to drive customers to add the wheels to cart as they would then be highly inclined to call to speak about the wheels.
As the quality of the wheels was driving an immense amount of traffic, Chappell Digital worked with Variant to create structured creatives that would only drive the highest quality traffic. Through this we found exact styles of creatives that would only drive those that were looking to purchase. This was also achieved through creatives and audience structures that were averaging a $.13 CPC and $1.50 Add To Cart. Through this amount of traffic the intent was drastically increased after the customer would add the wheels to cart.
Working with the Variant Wheels team, they were able to reach out to the customer and make direct contact after knowing they were highly interested in the wheels by adding them to cart. Once making contact we were able to structure a plan to keep them in the pipeline, continuously showing new content and descriptor videos about the brands and about the wheels. Using this strategy, we continued to increase the intent to buy, with an average of a 1 month customer cycle from when they first added to cart to when they purchased.
Taking the initiative with the creative, to drive the highest intent traffic, we found that direct images of wheels would optimize towards the type of traffic that was most likely to purchase.
⦿ 397% increase in add to carts
⦿ 301% decrease in link clicks
⦿ 185% increase in total ad spend
“Overall the Chappell team has been great to work with, they have been super responsive with every request. Working together we have found a great strategy to drive people to our site and have heavily increased our add to cart volume!”