Traffic & Conversion Increase for B2C, D2C, and B2B Brands in the Electronics Industry

Staying ahead in the Electronics industry requires more than innovative products—brands must also know how to drive targeted online traffic to reach their customers. With a plethora of technical information and fierce competition in every category, from consumer electronics to specialized equipment, brands often struggle to cut through the noise.

The right traffic generation strategies can make a real difference for electronics brands. SEO ensures that products and solutions are easily discoverable, while well-optimized PPC campaigns capture immediate interest and drive qualified leads. International reach and tailored approaches for new markets are equally essential as brands expand their presence globally.

In this article, we’ll showcase how different electronics brands have successfully enhanced their online visibility and driven traffic through carefully crafted digital strategies. Let’s explore our client case studies about overcoming various traffic acquisition challenges.

SEO migration support for Airthings

Airthings, a global leader in indoor air quality solutions, embarked on a complex platform migration involving merging two subdomains—an informational site hosted on HubSpot and an eCommerce store on Adobe Commerce (Magento)—into one unified subdomain while maintaining two different platforms. The goal was to improve backend management and enhance the user experience.

The main challenge was ensuring seamless domain synchronization between the two platforms so users could browse content and products on the same domain without disruptions. A complex redirect strategy was also needed to maintain SEO performance and avoid traffic loss during the migration.

scandiweb’s SEO team developed a strategy using proxy rules to ensure platform synchronization, allowing users to access pages from both HubSpot and Magento under the same subdomain. We implemented server-side redirects to manage URL transitions between the platforms without causing 404 errors.

Post-launch, Airthings saw a 20% increase in new users from organic search and +5% in completed transactions. The average session duration improved, and the bounce rate decreased, indicating enhanced user experience. Airthings’ website now ranks for 10% more keywords in key markets, with a 15% increase in rankings for existing keywords.

Digilent’s PPC strategy revamp

Digilent is a leader in research technology solutions. After struggling with paid traffic measurement and relevance, they partnered with scandiweb to enhance their paid traffic strategy by refining their product offerings and expanding their audience to professional engineers.

Our primary objective was to increase ROAS while improving conversions and click-through rates (CTR). The PPC team’s approach focused on rebuilding Google Ads campaigns and later expanding to Bing Ads, testing different campaign structures, bidding strategies, and audience segmentation to fine-tune the campaign performance and maximize return.

Comparing the three months before scandiweb took over to the same period one year later, non-brand search campaigns saw a 940% CTR improvement, a conversion rate increase of 736%, and +1280% ROAS. Overall, revenue from ads surged by 731%, with a consistent monthly ROAS of 4 or higher.

International SEO and PPC program for Elo

Elo is the inventor of touchscreen technology and has been a global leader, with over 25 million displays installed in 80+ countries. Their interactive products and software solutions are used across various industries, from retail and hospitality to healthcare and industrial environments. With eight global websites and a strong presence in the EMEA region, Elo wanted to improve their organic traffic and paid advertising efforts. scandiweb partnered with Elo to address two key areas: improving the SEO performance of their EMEA websites and enhancing their PPC strategy to increase awareness and bring more qualified leads.

Technical SEO improvements and international targeting

Elo’s main SEO objective for this project was to increase organic traffic to their EMEA websites—elotouch.co.uk, elotouch.fr, and elotouch.de. After reviewing the sites, scandiweb’s SEO team identified several common technical SEO issues that limited the sites’ potential. Combined with missed opportunities in international SEO, these issues made Elo’s websites lose out on valuable traffic and conversions.

To tackle these challenges, we focused on technical SEO improvements: implementing canonical tags, fixing internal linking, and creating a standardized URL structure. In addition, we implemented an international SEO setup, incorporating hreflang tags to ensure Google correctly directed users to the appropriate localized site based on their region.

After implementing the changes, we observed +6.2% in rankings and clicks due to the standardized URL structure and increased traffic from key EMEA markets. Clicks increased by 33.25% in Germany, 46.34% in the UK, and 10.29% in France. These improvements also led to higher conversion rates through better targeting of country-specific websites.

Optimizing paid channels for qualified leads

Elo’s previous PPC strategy had struggled to generate qualified leads, resulting in high costs per acquisition (CPA) and low conversion rates. Our goal was to overhaul Elo’s paid advertising efforts, starting with the USA accounts and later expanding to EMEA to lower the CPA and increase lead quality through more targeted campaigns.

scandiweb’s PPC team focused on highly targeted campaigns across Google Ads, Microsoft Ads, and LinkedIn Ads. Through in-depth market research, restructuring the account, and refining audience targeting, we designed campaigns to improve brand awareness, attract more qualified leads, and drive conversions.

The project resulted in substantial improvements across all platforms. Google Ads had a 17.62% decrease in CPA and a 41.81% increase in conversions, while Microsoft Ads delivered a 68% decrease in CPA and +224% in conversions. On LinkedIn, Elo’s CPA dropped by 29.4%, and conversions increased by 47.6%, providing Elo with more qualified leads and better engagement with their target audience.

Conclusion

The electronics industry demands a strategic and data-driven approach to digital marketing. In our collection of case studies, each brand faced unique challenges in driving relevant traffic. Their success stories show that the right combination of technical improvements, audience targeting, and continuous testing can uncover new growth opportunities. Whether your goal is to increase organic visibility and conversions or expand into new markets, you need a customized traffic acquisition strategy.

Our team of experts is ready to begin crafting your digital marketing strategy and generating traffic. If you need assistance making your electronics brand’s online presence known, contact us using the form below for a free consultation!

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