Case Study -

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.

RockRush faced several key challenges as a newly launched business:

1. No Historical Data – With a brand-new website, there were no performance benchmarks for media spend, customer behavior, or conversion rates.

2. Attribution of Store Sales – The company needed a method to connect in-store sales to online media investments.

3. High-Ticket Product Complexity – Lab-grown diamonds are high-value purchases that require multiple touchpoints before conversion.

Tracking & Tagging

• Implemented Google Tag Manager (GTM), Meta Pixel, and Google Analytics 4 (GA4) to track customer interactions.

• Established promotion and coupon codes to track online-to-store visit sales.

Funnel & Customer Journey Optimization

• Conducted a full website UX/UI audit to identify areas for optimization.

• Provided recommendations for shopping cart improvements to reduce abandonment rates.

• Designed a localized strategy to drive NYC-based website traffic, enhancing in-store engagement through targeted incentives.

✅ 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.

• A/B & Multivariate Testing (MVT) for ads, landing pages, and funnels.

• Analytics & BI Implementation to refine customer journey tracking and insights.

• In-Store Coupon Redemption Tracking to directly measure store visits influenced by digital mark

✅ Media Channels: Meta Ads, Google Search / Display / Shopping, TheTradeDesk
✅ SEO & Research: Google Search Console, SEMrush
✅ Analytics & Tagging: Google Analytics, Google Tag Manager

🚀 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.

🔹 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.