Heels.com finds new ways to optimize product listing ads and efficiently scale their program leveraging the BuyerPath platform.

1. CHALLENGE
Lack of Transparency to Make the Right Decisions
Heels.com knew that in order to grow successfully, they needed
insight into the right data to support their business decisions.
Heels began searching for a new partner due to:
•Lack of in-depth reporting and analytics
•Not seeing performance growth, despite heavy investment in the
product ads channel
•Difficulty in making insightful decisions regarding revenue and
overall business objectives
SOLUTION
The Right Partner Brings the Right Insights
Heels.com chose to partner with BuyerPath immediately after
realizing the technology provided a robust analytics platform, as
well as extremely granular insights regarding product performance
and consumer intent. Heels began implementation and program
optimization within 3-weeks:
•BuyerPath’s Feed Management solution incorporates consumer
intent data to allow retailers to optimize titles, descriptions, and
category taxonomy to be in line with the motivations of potential
buyers
•Restructuring the accounts’ product target schema to be more
granular allowed for increased precision in cost allocation across
their product ads program
•Utilizing BuyerPath’s proprietary PLA-specific bidding algorithm
helped allocate cost not only precisesly, but efficiently
RESULTS
Implementing Changes Brings Immediate Success
By using the data insights and strategies offered by BuyerPath’s
technology and in-house experts, Heels.com saw immediate gains:
•50% increase in revenue while decreasing cost by 38%
•86% gain in year-over-year revenue
•Year-over-year gains across several metrics such as, Impressions
(+48%), Clicks (+90%), Orders (+132%), and ROAS (+118%)
Customer Success Story
®
Large online shoes & accessories retailer grows
revenue while cutting costs with BuyerPath®
Heels.com differentiates itself by employing
a unique navigation system which allows
consumers to find exactly what they’re
looking for within a few clicks.
www.heels.com
“Before partnering with BuyerPath®, we were
working with a ‘big box’ PLA solution provider
and we just weren’t seeing the results we
expected, We were absolutely blown away
by the level of sophistication available in
the BuyerPath platform and the quality of
service and expertise they are able to provide.
Thanks to the intent-level insights provided
by the analytics platform, we were able to
dramatically improve performance of our
program and PLA revenue continues to grow,
not plateau, over time. We are exploring other
ways to grow our partnership with BuyerPath.”
- Eric McCoy, CEO
Let’s Chat:
Visit www.buyerpath.com
or email us at solutions@buyerpath.com
BuyerPath® is an advanced shopping analytics platform
leveraging consumer and product data to help retailers maximize
valuable ad moments for optimal return.