Case Study Highlights:
Challenge Part 1: Shopify Site Search
A top luxury home furnishing brand needed to transform its digital shopping experience and accelerate on-site conversion rate optimization (CRO) initiatives. To do so efficiently and effectively, the brand needed a solution that would seamlessly integrate with the Shopify platform and Shopify on-site search.
The brand suspected that sub-optimal product attributes and metadata were impacting e-commerce conversion rate performance.
Specifically, they wanted to address issues within site search, including null search results and irrelevant products being returned, which they knew was leading to a poor customer experience and leaving sales on the accent table.
So the brand turned to Lily AI for help to address their e-commerce data issues first, yet with an eye for expansion to Google next.
The Solution: Lily AI Product Content Optimization
The brand partnered with Lily AI to first enhance its product content in Shopify, specifically, non-consumer-facing product details, attributes, and metadata.
This included auditing and verifying product data accuracy, and then adding missing micro-details (fixtures, arm style, wood tone) as well as more subjective descriptors (home setting, season or holiday, decor style) and natural language synonyms.
After increasing Average Revenue Per Visit (ARPV) by 3.2% through on-site search improvements, this luxury home furniture brand turned its eye to optimizing Google Search performance to drive more traffic to its conversion-optimized website.
Challenge Part 2: Expansion to Google SEM and SEO
Through the Lily AI Google Merchant Center (GMC) integration, the brand was able to automatically enrich the product data being fed to Google through an easy supplemental GMC feed.
Optimized with Google-friendly, natural language attributes and new product details, the brand’s performance marketing team was able to increase brand and product visibility on Google, specifically premium Product Listing Ads (PLAs) and Product Listings (PLs) placements.
Conclusion: Compounded Success
The optimized feed, compounded with optimized product content on the PDP, helped boost Google Quality Scores and Ad Rank, which further drove more impressions and clicks without increasing media costs.
The result: incredible speed to impact with a significant improvement in ROAS after only 2 weeks of going live with Lily on Google.
Combined, the brand saw measurable wins across the board:
+3.2% Lift in On-site ARPV
+8% Impressions on Google
+3% Increase in Ad Clicks
↑ROAS Boost After 2 weeks