Prestashop: Profitability x4.5

PrestaShop: Boosting downloads and profitability for an open source e-commerce solution

PrestaShop Is a open source e-commerce solution in freemium, allowing any company to create and manage an online store easily. Its business model is based on the sale of complementary modules via a rich and dynamic marketplace.

The challenge: Generate more downloads and optimize the business model

The main objective for PrestaShop was toIncrease download volume of the solution in order to expand the user base. This challenge was accompanied by a logic of profitability in the medium term through the sale of paid modules.

• Reduce the cost per download while maintaining the quality of leads;
• Optimize the acquisition campaigns to generate a concrete business impact, in particular on module purchases.

It was therefore a question of combining volume, quality and profitability, in a highly competitive context.

The solution: Multi-lever acquisition and business follow-up

We have built a strategy in four steps, combining optimization of historical levers and activation of new channels to maximize performance.

Step 1: Lower the cost per download

• Optimization of Google Ads campaigns : refinement of targeting, testing formats and messages, prioritization of the most engaged audiences.

This first action made it possible to significantly reduce the cost while maintaining a good level of qualification.

Step 2: Business orientation of the campaigns

• Setting up a accurate post-installation follow-up to identify the most profitable traffic sources (module purchases) and adjust investments.

This data-driven approach made it possible to focus efforts where the ROI was highest.

Step 3: Activate LinkedIn Ads

• Launch of LinkedIn Ads campaigns to reach qualified B2B audiences, in particular e-commerce project leaders and decision-makers.

LinkedIn made it possible to precisely target segments with high added value for PrestaShop.

Step 4: Launch Meta Ads campaigns

• Setting up Meta Ads campaigns to expand reach, generate volume, and capture leads in the discovery phase at a lower cost.

This diversification of channels has boosted visibility and the volume of downloads.

Achieved results

• Profitability multiplied by 4.5
• Conversion rate multiplied by 8
• Cost per download divided by 2

PrestaShop now has a scalable and profitable acquisition strategy, fueling both the growth of the user base and the business generated on the marketplace.

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