Meet Black Caviar Designs
Black Caviar Designs sells vegan-leather bags and accessories. Its digital programme connects product discovery in organic search with Google Ads and paid social.
The Challenge
A range spanning different styles and colours needs relevant landing pages and advertising that is measured against real product purchases.
Organising Discovery Around The Range
Shoppers choose bags by colour, style and use as well as by brand. Black Caviar Designs needed collection content that reflected those choices, helping organic search visitors find a relevant part of the catalogue and explore suitable products.
Making Product Advertising Accountable
Google Ads and Paid Social needed to be assessed against purchases and purchase value. Broad engagement or messaging counts could not provide the same view of ecommerce performance, particularly when customers encountered the brand across more than one channel.
Understanding The Store's Wider Performance
Advertising attribution and Shopify sales describe different views of the customer journey. The business needed to consider overall store growth alongside each platform's results, so channel reporting supported a useful picture of performance without double-counting revenue.
Our Approach
Our work for Black Caviar Designs brought together SEO, Google Ads, Paid Social.
Expand collection content
- Created introductions and FAQs for colour-based collections, helping customers explore the handbag range through a common shopping preference.
- Supported this content with relevant links and search monitoring, connecting the on-site work with the wider organic programme.
Review product advertising
- Reviewed Performance Max results and search insights to understand how the catalogue performed through Google Ads.
- Compared purchase value with media spend, keeping a commercial measure of response alongside the wider store's sales performance.
Assess Paid Social purchases
- Reviewed Meta purchase events separately from messaging and lead actions, focusing on shoppers who progressed to a recorded purchase.
- Assessed the return from those purchases alongside Google Ads, giving each paid channel its own performance view within the ecommerce programme.
The Results
Growth In Online Sales And Orders
Across March to August, Shopify recorded higher sales, more orders and stronger website traffic than in the same months a year earlier. The online business grew alongside the SEO and advertising programme, with the year-on-year comparison accounting for the seasonal trading period. These are total Shopify outcomes across channels and promotions.
- Increase in online sales
- Increase in online orders
- Increase in website sessions
More Online Reach And Paid Conversions
The six-month Shopify comparison showed more website sessions than the same months a year earlier. An earlier monthly Google Ads review also recorded a substantial increase in conversions, supporting the broader focus on online visibility and sales. These are separate reporting comparisons.
- Increase in website sessions
- Increase in Google Ads conversions
Client Feedback
“Loved working with Uppercut especially Ryan and Justin. They were very honest, if something wasn’t working they would adjust our fees or ad spend. They didn’t waste our money. They were always available to chat about concerns.”
