What Have We Done, What Are We Doing?

• We updated the e-commerce infrastructure using a new theme with Shopify.


• We are performing search engine optimization.


• We are providing email marketing services.


• We are offering Meta Ads management services.


• We are providing Google Ads management services.

About Pikan Bakery

Pikan Bakery was established in Antalya in 2014. Among the many delicious products it offers, bakery items that can be enjoyed at any time of the day, specially selected coffees, and particularly sourdough breads stand out. It has branches in various locations across Antalya.

The Pikan Bakery team reached out to us to create a new e-commerce site for the business.

About the Project

The main goal of the project developed for Pikan Bakery was to create a modern and up-to-date e-commerce site. At the same time, production and accounting integrations were required.

Pikan Bakery's menu primarily consists of sourdough bread varieties. In addition, there are also dry pastries, high-quality bakery items, and various breads available for sale through e-commerce.

Since Pikan Bakery also has physical branch sales, it was necessary to display branch locations and menus through fixed pages. The aim was to create a site that conveys the spirit, personality, and roots of the much-loved brand.

The Problem and Solution

The previous e-commerce infrastructure was based on WooCommerce. It did not meet the business expectations of Pikan Bakery. The design was outdated, and it was technically problematic. It caused integration and usability issues. Particularly, there were no accounting and shipping integrations in WooCommerce. The business had to perform most tasks manually instead of through automation, leading to efficiency problems.

The existing WooCommerce theme also had a series of strange display issues. The products were not being showcased as they should be.

The challenge we faced was balancing a design that had received approval with a site implementation that made navigation easier for customers. E-commerce sites need to have components like a shopping cart, checkout page, account page, filters, and search box. We wanted to achieve a familiar look with these components while maintaining the site's brand value.

We decided to use Shopify, which offers many innovative solutions and can be easily expanded with new plugins.

Process

UX/UI & SEO E-Commerce Analysis

Our team had the opportunity to work on the UX/UI of the online store while working on the selected Shopify theme and to apply visual changes on the frontend. Additionally, we made SEO improvements to help not only satisfy the customer but also drive traffic.

Expanding the New Store with Shopify Plugins

We had to properly configure the entire system and all the plugins required by our customer. Shopify offers many ready-to-use features, but some features needed to be added using separate plugins.

Result

After a comprehensive UX/UI analysis of the previous e-commerce store and consultations with the client's team, we launched a sleek new Shopify theme for the store.

We tailored this theme based on the results of user behavior analysis from the previous site. We especially shortened the checkout process.

With the shipping and accounting integrations, we automated the manual processes the business was experiencing, improving both efficiency and customer experience.

As a result, Pikan Bakery is now seeing three times the monthly e-commerce revenue.

Our support for Pikan Bakery didn’t stop with Shopify.

We developed and are implementing a comprehensive digital marketing plan. Let’s summarize it point by point:

1. Email Marketing

A strong email marketing strategy is crucial for connecting with customers. Sending emails is more than just reaching the right people; it’s also a way of listening to and engaging with them.

What Did We Do?

We collected email addresses. We also used incentives to add new email addresses to the list. We greeted site visitors with a pop-up offering a specific discount. We provided a discount code for the first purchase in exchange for an email address. It was a complete win-win situation.

We also used a discount code valid for the second purchase to retain the customer.

Using this strategy, we sent regular campaign emails to the email list we grew. Of course, we segmented our list and prepared interesting emails for each segment.

Through our patient and meticulous efforts, we utilized email marketing for both customer retention and acquisition.

Our email marketing tool is Klaviyo. Using Klaviyo’s statistics and features, we managed to increase e-commerce revenues. In the meantime, we didn’t miss creating campaigns for any special occasion.

2. Google Ads

The brand’s team had been using Google Ads accounts for some time before we took over. However, they were complaining that Google ads were not creating the desired impact.

As soon as we took over the account, we conducted an in-depth analysis.

• We paused unprofitable campaigns.


• We allocated more budget to the most profitable campaigns.


• We removed irrelevant keywords.


• We set up Google Merchant Center.


• We started using smart shopping campaigns.


• We focused on advanced conversions.


• We added elements like location extensions.

Thanks to smart shopping campaigns, we could easily manage our bids across devices, locations, and times of day. This targeted approach increased both online and in-store traffic.

The best part? The advertising budget didn’t increase significantly.

3. Search Engine Optimization

Among Pikan Bakery’s main complaints was that they weren’t getting the desired number of orders from their e-commerce site. Our analysis revealed lower-than-expected brand visibility, which directly affected their business.

To eliminate these issues, we determined three main stages of optimization tactics:

• Stage: Main SEO Optimization


• Stage: Blog Creation and Optimization


• Stage: E-Commerce Section Optimization

It takes 7-8 months to evaluate results and see the impact of SEO optimizations. SEO work doesn’t yield immediate results.

In the case of our collaboration with Pikan Bakery, we can say that the first results emerged about 5 months later, when all technical and content improvements were applied to their website’s homepage. By that time, organic traffic to the bakery’s website had also increased.

As a result of our efforts, both organic traffic and ranking positions improved for multiple keywords.

Overall, the results so far have been both positive and meaningful. We expect Pikan Bakery’s website to perform even better in terms of traffic increase and conversions into orders in the coming months.

4. Meta Ads

We observed that Pikan Bakery had a product that customers wanted, but their Facebook ad campaigns were a mess and tangled up. The campaigns weren’t set up to be scalable, and the brand’s team couldn’t easily see what was working and what wasn’t.

We immediately took action:

• Implementing proper campaign tracking to see what was and wasn’t working


• Restructuring campaigns for scalability

Patience + Specific Goals = Winning Formula

Creating targeted ads for a niche audience is a great way to convert e-commerce traffic into sales. However, it’s not as easy as some marketers think. There are some critical steps you mustn’t skip, otherwise, you won’t see any return on your budget.

5 Key Components of Winning E-Commerce Facebook Ads:

• Quality Audience Targeting


• Product Carousel Ads with High-Quality Photos


• Building Trust with Authentic Copy


• Consistent Monthly Ad Spend


• Post-View Retargeting