Jewelry watches: e-commerce in France
How to promote watches for €2,000+ and build stable sales in the premium segment without copying Swiss brands
Manufacturer of full-cycle jewelry watches: its patents, mechanisms, design, and hand assembly.
The task: to build an e-commerce model that brings orders from Facebook and Google, break the product into segments and prove to the French buyer that the "alternative to Swiss Made" is about craftsmanship, not compromise.
- 192 leads via Facebook
The best result on target landing pages, CPL — €43.2 - ~290 leads in 6 months
Premium traffic, funnel broken down by segments and offers - €59 average CPL
The optimal price of a lead in the segment of “moderate luxury" for France
Product segmentation
We have divided the product range into 4 key segments, each with its own landing page and offer
Creatives for the audience
We tested banners, videos, comparisons with competitors, and storytelling about the brand.
Traffic collection and optimization
Facebook and Google — each channel was used strictly for its “own” segment and queries
Funnel and analytics
We have set up analytics for each stage: from viewing to adding to the cart and placing an order
Product segmentation
The main solution is not to “pour” everything on everyone, but to divide the product into audiences.
- -1-Women's casual (up to €500)The emphasis is on style, accessibility, versatility — their own creatives and landings.
- -2-Gift cards up to €1000Offers for birthdays, anniversaries, and special dates.
- -3-Men's and limits from €1000Technology, mechanics, limited editions — focus on details and patents.
- -4-Premium from €2000+Maximum status, personalization, handling objections and exclusivity.
Creatives for the audience
Each segment has its own visual, text and “hook".
- -1-Banners with price and modelTransparently, without surprises, we immediately answer the question “why is this so?"
- -2-Video with close-ups of the mechanismAdaptability and handwork are what makes it different from the mass market.
- -3-Comparisons with competitorsBody detailing, visual superiority over “no-name” or Swiss Made.
- -4-Brand StoriesVisual identity, familiarity with the masters, emphasis on tradition and own production.
Traffic collection and optimization
Each channel gave its own type of lead, and this was taken into account.
- -1-Facebook Ads (landing pages)8,287.80 € budget, 9,810 clicks, 192 leads, CPL — 43.2 €
- -2-Facebook Ads (main site)4,874.22 € budget, ~55 leads, CPL — 88.6 €
- -3-Google Ads (landing pages)1,000 €, 1,635 clicks, 13 leads, CPL — 75 €
- -4-Google Ads (main site)3,000 €, ~30 leads, CPL — 100 €
- -5-Key findingsSegmented landing pages work best. A universal site “loses” leads, Google is effective only for hot queries.
Funnel and analytics
Without conversion and segmentation, it is impossible to scale e-commerce.
Tracking and CRM
All analytics — by channels, landing pages, segments, before placing an order.
Step-by-step analysis
3-5 visits to the page before the application; key transitions: browsing — shopping cart — registration — completion.
Optimization
Each stage was analyzed separately; the weak points were the refinement of the landing page and the offer.
The results of the promotion
- €17,162 budget for 6 months4 segments, 5 landing pages, premium traffic only
- ~290 leads, average CPL — €59A funnel with “your” audience and maximum query hits
- The mid-high segment worked best (€800-1 500)Cheap models click, but don't buy; premium requires an accurate offer
- Without segmentation, the site loses leadsUniversal landing is always worse in conversion than a narrow landing
- France is not a fast marketThe customer returns to the purchase after 3-5 contacts, often saves the pages
- The main insightsOnly segmentation by category, tracking, and a separate funnel for each segment; to scale, you need to implement CRM, structure the site, and test new markets (Germany, Italy, Belgium)
I want to work with you
Leave a request and we will contact you as soon as possible.
Our services
We bring the advantages of the brand to the audience and increase conversion through various tools.
We increase traffic to the site and bring the audience to the purchase.
We increase sales through social media.
We create a strong brand, communicate regularly with the audience and track its path from the post to the purchase.
We optimize the site and bring it to the top for relevant queries.
We bring videos to the top of the YouTube search results and increase the brand's audience.
We evaluate the effectiveness of advertising and the profitability of the business.
We build work with applications and train you to work with incoming traffic.
