WebCitz started working with this client in 2017
- Client: The Vape Collection (website offline)
- Platform: WooCommerce
- Industry: Retail / E-Commerce
- Services: Digital Marketing, Ecommerce, Maintenance / Support
The Challenge
In 2017, the vaping industry faced significant “ad-blocking” from major networks like Google and Facebook. The Vape Collection’s challenges included:
- Advertising Restrictions: Traditional paid search platforms prohibited most vape-related content, making it difficult to reach new customers through standard PPC.
- Cart Abandonment: Like many e-commerce sites, they were losing potential customers who visited the site but left without purchasing.
- Friction in the Buying Process: The site needed structural improvements to make the path from “browsing a flavor” to “completing a checkout” faster and more intuitive.
The WebCitz Solution
We implemented a “Workaround Marketing” strategy that combined niche ad placements with high-conversion design:
- Niche Display & Retargeting Ads: Since Google Ads was off-limits, we pivoted to specialized ad networks and direct-to-publisher display buys. We set up Retargeting Campaigns that followed previous visitors across the web on industry-friendly sites, keeping The Vape Collection top-of-mind and bringing “warm” leads back to the store.
- Landing Page “Clean-Up”: We overhauled their primary entry pages. By removing clutter and focusing on high-quality product imagery and clear pricing, we reduced the “bounce rate” and ensured visitors were immediately funneled toward the shop.
- Streamlined Checkout Flow: We audited the WordPress/WooCommerce environment to make it easier to buy online. This included simplifying form fields, improving the mobile shopping experience, and ensuring that the “Add to Cart” and “Checkout” buttons were prominent and functional.
- Conversion Rate Optimization (CRO): We applied behavioral principles to the site design, such as adding trust signals and simplifying the navigation for their various e-liquid collections and hardware categories.
The Result
By the end of our 2017 engagement, The Vape Collection had a significantly more efficient sales engine. By looking outside the “Google box” for advertising, we helped them tap into a consistent stream of traffic that their competitors were missing. Combined with a cleaner, faster WordPress site, these efforts turned more visitors into repeat customers, allowing them to thrive in a challenging and rapidly evolving retail landscape.
