Case study: Histoire d'Or & Dataïads

Post-click optimization as a performance driver on Google Shopping

Context

Histoire d'Or, the flagship brand of the THOM group, is a major player in accessible jewellery in Europe. With 426 stores in France, Italy, Spain and Germany, the brand relies on a robust omnichannel strategy to meet consumer expectations.

The acceleration of online commerce has reinforced the need to optimize the user experience on Shopping Ads campaigns. En 2023, Histoire d'Or recorded 47.6 million visits on its e-commerce site, confirming the importance of digital acquisition in its growth strategy.

In this context, the brand identified several areas for improvement related to the post-click experience and chose to collaborate with Dataïads to optimize the profitability of its Google Shopping campaigns on desktop and mobile.

Challenges and objectives

The main challenge for Histoire d'Or was to improve the profitability of its Google Shopping campaigns by optimizing the user journey after the click. Challenges identified included:

• High bounce rate : the product pages were not engaging enough, leading to a significant loss of visitors before they were added to the cart.
• Poor visibility of complementary products : users did not easily discover the entire catalog, limiting cross-selling opportunities.
• Perfect mobile experience : a critical issue considering that the majority of traffic comes from mobile.

Approach and implementation of the Dataïads solution

Histoire d'Or deployed the solution Dataïads Smart Landing Pages to structure an optimized post-click approach and maximize the conversion of visitors from Shopping Ads campaigns.

1. Optimizing product pages for a mobile-first experience

• Improvement of charging time with a score of 100/100 on Google PageSpeed Insights (vs 79 previously).
• Dynamic display of stocks and delivery times to reassure the user and encourage the purchase.
• Fluid and responsive experience, optimized for mobile navigation.

2. Advanced personalization and AI-based recommendations

• Integration of dynamic recommendations based on user behavior.
• Highlighting products In the same price range to encourage conversion.
• Taking into account specificities of the jewelry sector (price difference depending on material, weight, etc.) to offer appropriate suggestions.

3. Optimized navigation and conversion

• Smart filters and quick access to categories, facilitating the search and discovery of the catalog.
• Optimized action buttons (“Add to Cart” and “Pick Up in Store”) to reduce purchase friction.
• Infinite scrolling and intelligent merchandising to maximize product exploration.

Results and impact on performance

Thanks to the post-click optimization provided by Dataïads, Histoire d'Or obtained significant results on its Google Shopping campaigns:

• +11.5% increase in the conversion rate
• -12.9% reduction in the bounce rate
• +10.8% ROAS improvement
• +18.9% Increase in cart additions

Analysis of the results:

• Improving the conversion rate is directly linked to simplifying the buying process and putting forward personalized recommendations.
• The reason for the reduced bounce rate is a smoother and engaging experience that encourages users to explore the catalog further.
• Optimizing ROAS shows the effectiveness of the post-click strategy in maximizing the profitability of advertising investments.

Conclusion and lessons

The post-click experience plays a central role in the performance of Shopping Ads campaigns. By collaborating with Dataïads, Histoire d'Or has optimized its user experience, improved the visibility of its catalog and strengthened the profitability of its advertising campaigns.

Key success factors:
✅ A mobile-first approach with optimized loading time.
✅ Personalized product recommendations, in line with user expectations.
✅ Simplified navigation to improve engagement and conversion.

“Acquisition strategies can no longer be separated from post-click optimization. Conversion depends as much on the relevance of the advertising message as on the experience that follows the click.” — Mervé Kilicarslan - Lead Media Scientist on Histoire d'Or

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Additional resources

• Optimizing product feeds: how to improve distribution on Google Shopping
• Claudie Pierlot customer case: improving the profitability of Shopping Ads campaigns

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