Industry: Jewelry / Lab Made Diamond
Service Provided: Website & Funnel Management Analysis, Tracking & Tagging Setup, Media Testing, Lead Generation, Store Visits, Growth Strategy
Background
RockRush is a lab-grown diamond manufacturer that recently opened its first store in Soho, NYC. The company aimed to increase in-store sales and drive traffic to its new online store through a combination of digital advertising, funnel optimization, and audience engagement strategies.
The Challenge
RockRush faced several key challenges as a newly launched business:
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No Historical Data – With a brand-new website, there were no performance benchmarks for media spend, customer behavior, or conversion rates.
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Attribution of Store Sales – The company needed a method to connect in-store sales to online media investments.
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High-Ticket Product Complexity – Lab-grown diamonds are high-value purchases that require multiple touchpoints before conversion.
The Strategy & Execution
Tracking & Tagging
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Implemented Google Tag Manager (GTM), Meta Pixel, and Google Analytics 4 (GA4) to track customer interactions.
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Established promotion and coupon codes to track online-to-store visit sales.
Funnel & Customer Journey Optimization
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Conducted a full website UX/UI audit to identify areas for optimization.
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Provided recommendations for shopping cart improvements to reduce abandonment rates.
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Designed a localized strategy to drive NYC-based website traffic, enhancing in-store engagement through targeted incentives.
Key Media Tactics:
✅ Paid Media – Ran high-resolution product and lifestyle ad campaigns on Meta Ads with a CTA to visit the store for a $200 discount coupon.
✅ Multi-Touch Retargeting – Deployed an audience engagement funnel:
Brand Awareness → Product Showcase → Website Engagement → Lead Generation → Store Visits.
✅ Organic Social Content – Collaborated with the social media team to align paid promotions with organic efforts to increase store visits.
✅ Conversion Rate Optimization (CRO) – Conducted analysis and implemented changes to reduce drop-off rates on key site pages.
✅ Search Engine Optimization (SEO) – Conducted keyword research, link-building, on-page optimization, and PR to increase organic traffic.
Testing & Optimization Framework
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A/B & Multivariate Testing (MVT) for ads, landing pages, and funnels.
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Analytics & BI Implementation to refine customer journey tracking and insights.
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In-Store Coupon Redemption Tracking to directly measure store visits influenced by digital mark
Tools & Platforms Used
✅ Media Channels: Meta Ads, Google Search / Display / Shopping, TheTradeDesk
✅ SEO & Research: Google Search Console, SEMrush
✅ Analytics & Tagging: Google Analytics, Google Tag Manager
Results & Impact
🚀 20% Increase in Store Visits – Digital campaigns successfully drove measurable in-store traffic.
🎯 Comprehensive Website Analysis & Optimization – Delivered an in-depth UX/UI audit with clear recommendations, leading to improved conversions and the first online transactions.
📊 300% Increase in Instagram Engagement – Created video and ad content that significantly boosted social engagement and successfully tracked in-store visits influenced by digital marketing efforts.
Key Takeaways & Learnings
🔹 A well-designed website isn't always transactional – Continuous UX/UI testing and funnel optimization are crucial for conversion success.
🔹 Online Advertising Can Drive In-Store Sales – Proper attribution modeling allows for accurate tracking of offline conversions.
🔹 Aligning Paid Media with Organic Efforts Amplifies Results – Synchronizing ads with social media content leads to higher engagement and increased store visits.