NZXT, a prominent global PC gaming brand specializing in high-end computer components, peripherals, and prebuilt gaming PCs. The entire pc gaming industry faced unprecedented demand during the 2020 pandemic. This unforeseen spike in industry demand prompted the company to urgently develop their Direct-to-Consumer (D2C) eCommerce program.
Problem Overview
As a company primarily focused on retail distribution, NZXT encountered challenges in establishing their D2C marketing program from the ground up. Upon initiating our partnership with NZXT, several key issues were identified:
- Absence of paid media or PPC ads.
- Inadequate web analytics and attribution accuracy.
- Lack of a mechanism for managing vendor scripts.
- Limited creative resources.
Highlights
Our Approach
Having collaborated with NZXT for over three years, our role as a partner has continually evolved. We achieved success by methodically building and optimizing programs before handing them off for further expansion. Our comprehensive service approach enabled NZXT to efficiently develop programs like paid media and analytics without compromising resource allocation priorities.
Paid Advertising Implementation
In our course of time working with NZXT, we assisted in building out channels such as Google Search, YouTube, Google Shopping, Meta Ads, Snapchat Ads, and TikTok Ads. Based on our learnings, we built out a playbook for success and used those to train NZXT's global divisions.
Web Analytics & Tracking Implementation
Rapid expansion into new channels and concurrent marketing program escalations revealed NZXT's data limitations. Reliance on on-platform metrics and challenges in analyzing the eCommerce funnel necessitated action. We facilitated the deployment of Google Tag Manager, migration to GA4, and the evaluation of Amplitude as a Customer Data Platform (CDP) vendor.
Google Shopping Feed Optimization
Following NZXT's transition from Vanilla Shopify to Headless, disruptions occurred in critical plugins, notably their Shopping Feed. The inflexible and non-customizable nature of the new feed hindered ranking for competitive keywords. Implementing a custom feed solution, DataFeedWatch, resulted in an immediate 290% spike in total non-branded searches.
Improved Checkout Abandonment Flow
Recognizing the diverse nature of NZXT's offerings, encompassing prebuilt PCs, custom PCs, peripherals, components, and more, we addressed the challenge of optimizing the checkout abandonment flow. We implemented conditional logic to tailor email responses based on the most valuable item in a user's cart, significantly improving email revenue.
Sprout Social Implementation & Support
Acknowledging NZXT's exceptional social media presence, considering their limited staff and resources, we assisted the social media team in becoming more efficient. Early in 2020, we connected NZXT's team with Sprout Social, providing training and onboarding support. This equipped them to:
- Schedule posts with AI-guided optimal post times.
- Automatically categorize messages based on keywords.
- Utilize macros for streamlined responses to messages and comments.
- Run social listening reports to gauge brand and competitor sentiment.
Gallery
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