Introduction
This case study revolves around Business Owner X, who was concerned about the declining sales of their e-commerce website in early March 2018. The owner expressed a desire to retire but sought assistance to revitalize the business. This case study tracks the journey from the initial concerns to the remarkable turnaround of the business, with unprecedented online sales even during the COVID-19 pandemic.
Problem Statement
Early March 2018 marked a critical point for Business Owner X as they faced declining website sales and personal exhaustion. The owner sought guidance to revive the business and regain control of their e-commerce platform. The key challenge was to develop an effective strategy within the owner’s budget limitations.
Initial Assessment and Proposal
In mid-March 2018, extensive research and analysis were conducted to evaluate the business’s data, sales trends, and website traffic. A comprehensive 23-page report and a 12-month business plan were prepared, outlining a roadmap for success. However, the proposed plan was considered unaffordable by the business owners, and they declined, saying, “We can’t afford that.”
Adjusted Approach
By the end of March 2018, Business Owner X became increasingly stressed due to worsening sales figures. They approached the consultant, requesting permission to cherry-pick ideas from the business plan. Despite reservations about the effectiveness of isolated strategies, the consultant agreed to the request. The consultant provided minimal assistance over the next nine months, focusing on basic tasks as per the owner’s requests.
Suboptimal Actions and Outsourcing
In early April 2018, Business Owner X independently engaged various individuals to address different aspects of their business. They hired a local person to build inexpensive websites, an SEO “expert” found through an internet search, a novice to manage product updates, and another person to handle Google advertising campaigns.
Escalating Challenges
By the end of December 2018, the business faced even greater challenges. Business Owner X contacted the consultant, revealing that sales had worsened, and the owner was dealing with a severe medical condition, leading to isolation. Wondering if they would even keep the business going or close down completely, financial pressures mounted as the business struggled to meet loan obligations, and the owners had to rely on government assistance. A crisis meeting with their Business Manager was scheduled for January 1st, 2019.
Delayed Crisis Meeting
The planned crisis meeting on January 1st, 2019, was postponed due to the Business Manager’s personal commitments. The meeting aimed to address the critical issues faced by the business.
Consultant’s Intervention
On January 4th, 2019, the Business Manager reached out to the consultant, seeking urgent assistance. The consultant conducted further research, analyzing business data, sales trends, and website traffic. After identifying the root causes of declining revenue, the consultant offered to help, taking charge of website activities, social media accounts, and implementing necessary improvements to the e-commerce platform.
Swift Turnaround
From January 4th, 2019, the consultant initiated a series of measures aimed at turning around the business’s fortunes and told them, “If this doesn’t work, you don’t need to pay me!” and proceeded to conduct a thorough overhaul of the e-commerce website, focusing on optimizing product descriptions, strategically incorporating keywords, improving the home page layout, resolving website coverage issues, and enhancing user experience. Additionally, the consultant implemented a comprehensive digital marketing strategy. This involved creating new Google Ads campaigns that targeted the most profitable products, rather than relying solely on popular items. By highlighting the specific problems these products addressed and leveraging relevant search statistics, the consultant ensured a more effective ad targeting approach. Furthermore, the consultant revamped several landing pages and rebuilt supplementary websites that had previously been developed inexpensively by another web designer.
Crisis Meeting and Unexpected Success
The long-awaited crisis meeting between Business Owner X, their spouse, and the Business Manager finally took place on January 10th, 2019. Coincidentally, the day witnessed a significant surge in sales, surpassing the previous average by more than fivefold. Overwhelmed by the unexpected success, the business owners enquired if the consultant was responsible for the sudden improvement.
Sustained Success and Growth
Following the January 2019 breakthrough, the business experienced consistent and impressive results in the subsequent months, achieving unprecedented levels of success. Each month brought new records and increased sales, surpassing any previous achievements. Business Owner X even expressed a desire for a temporary slowdown in sales to allow them to catch up with production.
The consultant’s strategic implementation of Google Ads and Facebook Ads yielded exceptional returns on investment, consistently delivering between 10 and 30 times the advertising costs. The consultant’s efforts extended beyond advertising, with a focus on building a robust online reputation, developing engaging newsletter campaigns, establishing additional informational websites, and crafting industry-specific articles to enhance the business’s authority in the Australian market.
Continued Success Amidst Challenges
As of July 2020, Business X continued to experience unparalleled online sales, even during the COVID-19 pandemic, which forced the temporary closure of their physical store. The strategic efforts implemented by the consultant allowed the business to thrive and maintain its profitability during these challenging times. Despite the initial setbacks and the owner’s financial constraints, the consultant’s expertise, market research, data analysis, and careful decision-making led to the restoration of the business’s viability and its subsequent remarkable success.
Conclusion
The case study of Business Owner X highlights the importance of strategic planning, thorough analysis, and effective implementation in revitalizing a struggling e-commerce business. By leveraging market research, data-driven insights, and skillful intuition, the consultant was able to steer the business towards unprecedented growth and profitability. This case study serves as a testament to the power of tailored strategies and diligent execution in overcoming adversity and achieving remarkable results in the online marketplace.
