Analyzing the pages of FRAMIORE competitors, we identified several points

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FRAMIORE in the pilot project Business
We also looked for a way to stand out from the competition during the analysis. FRAMIORE's principles and position regarding the careful use of clothing are an advantage that needs to be used. Our task was to convey this tone of voice and the meaning of the brand and convey it to the audience through different channels.

Analysis of uk cell phone number list competitors' social network pages
According toaccording to Statista, in 2023, sales through social media platforms worldwide will amount to $1.298 billion. The popularity of social commerce is only growing every year, and according to further forecasts, it will reach almost $3 trillion by 2026.

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They follow almost the same standard promotion strategy using paid advertising on social networks;
The audience actively responds and interacts on social networks;
Competitors regularly publish content and monitor the design;
Most people use catalog creatives as an advertising format;
One of the identified errors is the duplication of content on Facebook and Instagram.
We have identified several recommendations that will help you attract an audience and create a community of interested people:

Define the brand's tone of voice , which will be reflected in posts, stories, responses to comments and direct messages.
Design a profile header that will help create the right first impression for a new audience.
Create a content plan for publications, stories and maintain regularity and consistency in publishing content.
Separate plans for different social networks will allow you to reach a wider audience, different in age, social and demographic indicators.
Build a personal brand connection to communicate framiore's values ​​and philosophy.
Advertising campaign for the Ukrainian brand Odyagu. Webpromo case

Read also : How to create a successful brand for online business from scratch in 2 weeks? The story of WheelCraft — a bold and original Ukrainian service for electric transport repair


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Launching Internet advertising for FRAMIORE
Media plan for clothing promotion: which channels are best to use and why?
For the FRAMIORE brand we have chosen the following types of advertising campaigns:

Google Ads

Search Network (Google Search/DSA — dynamic search ads)
Google Display Network
Smart Shopping (Google Merchant)
Facebook Ads

Goal - conversions
Dynamic ads for Broad Audience (DABA)
Dynamic remarketing
Advertising campaign for the Ukrainian brand odyagu

Why did you choose these types of campaigns and are they the most effective for FRAMIORE?

The search network will allow you to get traffic and conversions for products from category campaigns, DSA campaigns and brand campaigns;
Responsive media ads on the Display Network automatically adapt to location, resulting in more effective advertising results;
Dynamic Facebook ads allow you to reach new audiences who are not yet Framiore customers but are interested in related products.
Remarketing works on users who have already visited and interacted with the site. Dynamic personalized ads are an opportunity to remind and encourage purchase.
Visual as a trigger for purchase - we create advertising layouts for launching advertising
When developing advertising creatives, we took into account the following recommendations:

For a Facebook Conversion campaign, you need to use creatives with models. It is desirable that they match the age of the target audience;
always have 3-4 active creatives in rotation;
On Facebook, use the Feed and Stories format.
Advertising campaign for the Ukrainian brand odyagu

The company's main USP is "Live. Travel. Feel. Explore your life."

advertising campaign for the Ukrainian brand odyagu

Additional triggers for making a purchase:

High quality lean manufacturing;
Minimizing the impact on the environment;
Every purchase contributes towards planting fruit trees;
A brand with a soul for conscious women.
A clearly formed USP provides a competitive advantage, on the basis of which a potential client makes a choice in favor of a specific company. It is also a way to convey information about the product, the social mission of the brand.

In the case of FRAMIORE, the brand philosophy is of great importance. That is why we added to the advertising creatives theses that reveal the essence of the company. And these are not just words, but what exactly the business does to protect nature. The number of subscribers immediately increases if the product is presented not just as another thing in the wardrobe, but as clothing that will benefit not only the consumer, but also the environment.

How to launch an advertising campaign for an ethnic clothing brand

Read also : Visualization of Ukrainian heat: how the right branding of the national convector manufacturer U-CON helped increase recognition and sales


CRO audit and implementation of analytics on the FRAMIORE website
Poor usability is one of the problems of low conversion. If a user cannot figure out the filtering system, the ordering process or registration, he quickly leaves the site without performing the desired action. Therefore, it is important to test the site for ease of use. Analytics allows you to track and analyze customer information, find growth points and improvements.

A detailed CRO audit revealed existing problems on the site and possible solutions. Webpromo specialists implemented the following functions:

Google Signals enabled - cross-device interaction data collection and cross-device remarketing;
Configured transmission of ClientID - an anonymous identifier that Google Universal Analytics automatically provides to each unique visitor to your site;
The following views have been created: MAIN VIEW (main), TEST VIEW (for test data), RAW DATA (backup, contains all information without filters and exceptions);
In MAIN VIEW, IP traffic is excluded (WebPromo) ;
Removed fbclid (Facebook Click Identifier) ​​parameters from the URL that Facebook automatically adds to the page URL when you click a URL on a social network;
Site speed sampling frequency increased to 10%. This setting determines how often site speed tracking pixels are sent. By default, only 1% of users are tracked.
From July 1, 2023, Google Universal will stop processing data. All sites will switch to Google Analytics 4 (GA4). We recommend reading the articleHurry up to switch to Google Analytics 4: checklist for creation and configuration. Also for consultation and setupcontact Webpromo.

You should also create a separate page on the site with recommendations for fabric care with a link to the product card. The user gets additional useful information and stays on the site. Care is part of the philosophy that is important to use and talk about at every stage. This way you will get targeted leads - people who share the brand's views and already understand whether they coincide with their own.



SEO Strategy and Finding Growth Areas
Conducting a deep technical audit allows you to identify and eliminate problems on the site. Based on these findings, you can improve the state of the resource and optimize the process of scanning and indexing the site. The result will be high positions in search results (SERP).

We found a typical set of problems that often occur on e-commerce sites:

incorrect display of the page with error 404;
the site lacks micro-markup, which helps search engines more clearly determine the type of page content;
The URL map of products is implemented via a dynamic URL;
incorrect website structure, lack of sitemap.xml (site map) and robots.txt;
Incorrect translation in different language versions;
incorrect (broken) images and incorrect display of titles in images;
slow site speed;
duplicate pages.

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