Entering the UK pet market is not simple, considering the competition. A new Shopify-based store started with fewer than 100 daily visitors and almost no sales. Our MixDigital team rebuilt analytics, tracking, and advertising campaigns. In just one month, site users grew by more than 1000%, and campaigns achieved an average ROAS of 400%. Check out our case study to see how our team grew a new store to sustainable, profitable performance.
Client
A new online pet shop entered the UK market with almost no visibility. The brand was unknown, daily traffic did not exceed 100 visitors, and sales were close to zero. With such a low starting point, the key challenge was to help more shoppers discover the brand and turn visits into real orders.
Objective
The primary goal was to build a profitable, scalable customer acquisition system by growing qualified traffic, enhancing brand awareness, achieving significant sales growth, and converting it into revenue at an acceptable ROAS.
Challenges
- Low level of brand recognition. The shop was unknown in the online UK market, which limited trust and repeat visits.
- Minimal traffic. The site attracted fewer than 100 visitors per day, which was not enough to generate consistent demand.
- Near-zero sales. With almost no conversions, the shop had no feedback and no budget to scale.
Solution
Improving tracking to reduce risks in decision-making
The MixDigital team conducted an audit of the website’s web analytics using the DAPS method, which evaluates the configuration, usability, and accuracy of data collection. We replaced outdated Universal Analytics with GA4 and integrated it with Shopify to track the sales funnel. Our team also installed Google Tag Manager to track button clicks, form submissions, and scroll depth. These changes enabled us to monitor user behavior more accurately and enhance the Customer Journey.
Launching advertising campaigns
With no past data to rely on, every optimization had to be made live based on early results. At first, we launched Performance Max campaigns across all products. However, this broad approach didn’t yield the desired profit or generate a high volume of sales. Consequently, we decided to split products into campaigns.
Optimization of the advertising campaign included:
- Segmenting products by margin, so high-return items received more budget
- Switching Performance Max campaigns to target ROAS bidding
- Analysing profitability and exclusion of unprofitable products from advertising activities
At the same time, we ran a category search campaign to attract new users and raise awareness. Brand terms achieved 600%+ ROAS — low volume initially, but highly efficient as awareness grew.
We also tested Demand Gen campaigns with product feeds and creatives. Traffic quality was solid, but sales fell below expectations. We closed the test quickly and redirected the budget to more effective campaigns.
Results
- Traffic grew by more than 1000% in just one month
- The shop started bringing in over 1,000 sales every month
- Campaigns kept a 400% ROAS, proving ads were profitable
Conclusion
By combining product segmentation, search campaigns, and format tests, we helped the shop grow fast in both sales and traffic. At the same time, we kept ad spend efficient while maintaining strong ROAS.
