Category: Success Stories

The project brought us the opportunity to work with different teams and departments.

Traffic was one of the main drivers for the company's e-commerce growth.

The project began in 2018 when Leroy Merlin Italia started its e-commerce acceleration project with traffic being one of the main guidelines for growth. One of the most important points for the company was to strengthen visibility in search engines.

What sparked the company's interest in hiring Simplex was the proposed approach, both based on planning and execution mode. The project started with a full site audit and addressed the more technical part of the indexing aspect of the site. Then, the integration and on-boarding of the business teams was initiated to increase visibility.

Another important part of Leroy Italia's decision, was the scalability that Indexa achieves. This allowed us to see from the outset the solution's potential to accelerate our presence and generate pages at a much faster pace than if we had to generate them manually.

"That was the really impressive part and feature of the solution. I mean, we can now, with a scalable tool, get more market share in the search business and that's really what makes the difference for us. I would say that having a solution that automates our ability to get more and more incremental search engine traffic is what makes the difference."
Luigi Cuviello, Digital Marketing & Content Strategy Leroy Merlin Italia.

SEO is a company-wide job, and this project allowed us to unite various parts of the company. Starting with the business team, such as the merchandising team. Also included was internal search project manager, as there is a big connection between Indexa and internal search aspects of the website. Technical teams were also involved in the project in addition to the entire traffic team to ensure visibility and measure the performance of the solution.

With this partnership, we have achieved two great results after one year. Thanks to the competence of the Leroy and Indexa teams, we have delivered more than 65,000 indexed pages to date. And, these pages, are responsible today for about 8% of the SEO traffic.

Another important aspect is the virtuous cycle that the solution generates. Because effective results in the search engine are linked to high quality results in the internal search engine. So the two parts form a virtuous cycle that generates more and more value for the company as a whole. So the economic value that Indexa brings by creating pages in this automated way brings a benefit of at least €90,000 per month. And that's a growing number.

"Basically, we look at it in terms of direct impact as a way to get more traffic. But from a financial point of view, it's a way to save money in the long run because we don't need to create paid campaigns to get that long-tail traffic."
Luigi Cuviello, Digital Marketing & Content Strategy Leroy Merlin Italia.

Simplex generated a high volume of qualified organic traffic.

• UX is essential and the most critical aspect is to match customer expectations with the best offer;
• Providing relevance at scale for long-tail searches has been an unsolved challenge for a long time;
• Progress on the machine learning-based system has enabled Simplex to develop a technology solution;
• Indexa is a landing page generation system designed by Simplex that integrates all SEO best practices,
• After a year with Indexa at a major European DIY provider, non-branded keyword traffic increased by 15%, equivalent to a monthly ad spend of €900,000.
• SEO traffic requires good content and compliance with Google's recommended practices;
• Through its many benefits, SEO remains the investment with the most significant impact and the most effective ROI.

Simplex has developed a solution that generates high volumes of qualified organic traffic for a leading European DIY global player in two of its largest markets.

Delivering what the consumer wants, at the right time, and to the highest quality standards in content is essential to succeed in the digital space. Brands need to develop the ability to create valuable customer experiences and optimise their online presence to connect with those who are looking for them or a need they can fulfil.

Traffic is critical to any e-commerce operation. For DIY companies, according to SimilarWeb, organic traffic is the biggest source of audience (44%), higher than direct traffic (36%) and SEM (12%).

All ecommerce sales generation starts with the site's audience or incoming traffic, and the overall level of revenue is directly correlated to traffic levels. This European DIY world leader chose Indexa from Simplex, to increase organic traffic, the most extensive channel and the one with the most substantial untapped potential.

The solution analyses all customer search behaviour on the website and identifies traffic generation opportunities. With proprietary artificial intelligence and machine learning-based systems, landing pages are built to the highest standards ideal for search engine indexing. By meeting these higher standards of customer experience and advanced search engine optimization (SEO) requirements, these pages can attract high traffic volume and higher conversion rates at a lower cost.

For this major global player and Europe's leading DIY brand, a partnership with Simplex proved to be a lucrative opportunity. It meant they would improve organic traffic and domain relevance at a scalable rate, without requiring additional resources or burdening the development team.

According to SEMRush data, as of April 2020, Indexa was responsible for up to 3.5 million monthly sessions or 15% of all organic traffic. The estimated monthly acquisition cost (equivalent to Adwords) for that traffic is €900,000. To date, Simplex 's software has created around 110,000 landing pages that have generated this additional traffic.

Additional traffic from Indexa

In just over a year, Simplex was able to help this European global DIY brand better target its media investments, improve customer experience, increase traffic, conversion rate and qualified leads by creating thousands of search engine best practice compliant landing pages.

Incremental traffic of Indexa in total traffic 

With the phasing out of third-party cookies from browsers, retargeting strategies will be significantly affected, compromising brand traffic acquisition. And as direct response investment grows, so will CPCs.

SEO traffic will be split between the players who strive to produce the best mix of content and who work in compliance with Google to meet user searches.

Focusing on SEO to generate accurate content for key phrases also creates SEM opportunities to buy paid traffic with a lower CPC. With SEM (Search Engine Marketing) being the only way to increase traffic instantly, SEO landing pages are an excellent lever to accelerate with a more substantial ROI.

Sites with strong SEO also benefit in SEM, with a significantly lower CPC and higher conversions thanks to high-quality pages. Strong SEO also reduces reliance on SEM: brands don't need to buy traffic when they already rank well in natural search results. This saves the SEM budget or allows them to invest more.

Google Webmaster Blog says:

"Great on-page experiences allow people to do more and engage more deeply; on the other hand, a poor on-page experience can prevent a person from finding valuable information on a page. By adding on-page experience to the hundreds of signals Google considers when ranking search results, our goal is to help people more easily access the information and pages they're looking for, and to support site owners in providing an experience that users enjoy." Google Webmaster Central Blog)[1]

SEO traffic is the most qualified traffic because Google is directing users to the best available combination of relevance, trust, speed and device compatibility. Strong SEO visibility in top searches is also the best way to stay "featured" for customers. It's the key to brand recognition.

Organisations have no choice but to work smarter to develop their traffic quality. Search engine optimization, among its many benefits, is the strategy with the most reliable ROI. Being a zero-sum game, there is only one top position at the expense of the competitor.

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[1] Source: https://webmasters.googleblog.com/2020/05/evaluating-page-experience.html

Simplex solutions generate weekly growth in visits

Buscapé is one of the largest price search engines in Latin America with a huge variety of products registered, but even as a market giant, the company presented the challenge of increasing organic visits to their website. In other words, they needed to further improve SEO, which stands for "Search Engine Optimization", that is, optimization for search engines, which is nothing more than to enhance the positioning in which your site is displayed from organic results (not paid) in search engines.

Despite several efforts, due to the great competition, Buscapé was facing problems to further improve its SEO results. This can be explained by the advances in competitiveness of the market scenario and the various changes in search engine algorithms, in this scenario the results obtained by Buscapé were not satisfactory for the company. The SEO trend was not growing, which means that as time went by the site was struggling to stay in the lead.

Strategic work

To further improve this SEO scenario, Buscapé, in conjunction with Simplex, developed a strategy, divided into 2 stages. The first consisted of aligning the company's practices with the recommendations and best practices of the major search engines. With this first step accomplished and the scenario of over 20 million Buscapé SKUs, we implemented the Indexawhich enabled the automatic creation of landing pages capable of making the site as efficient as possible and with the best customer experience.

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Simplex's technology helped Buscapé understand their customers even better. Cerebro was instrumental in further optimizing team time, resources and budget. It can look at a very large number of KPIs and synthesize a universe of information, giving teams more time to look at other relevant and important projects.

Focus on results

The evolution of the Buscapé project has been impressive and incredible results have been achieved. According to SEMrush, an online visibility analytics and marketing services company with public results, the number of monthly visits in June 2018, when we started the project with the Indexa, was just over 16 million, in April 2019, that number rose to over 21 million. In that almost 1 year, the Indexa created more than 187,000 landing pages, according to Google

Buscapé is one of the largest price comparators in Latin America, with more than 20 million products registered. Maintaining a site with the best experience for all products is a complex task.

Focus on SEO and investment

In two years Simplex was able to help Buscapé create landing pages in compliance with search engine best practices. This helped them better target media investments, improve customer experience on the site, improve conversion per visit, and increase traffic with qualified leads, all with the same team size, increasing sales and reducing costs.

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Buscapé is one of the biggest success stories in Brazil. The company emerged in 1998 when four friends realized that if you wanted to buy something over the internet, you had to spend hours in front of the computer, opening different pages of different shops and even visiting physical shops. There was no place that displayed prices for the same product across multiple shops.
Today, with 20 years of operation, Buscapé remains among the leaders in its segment, offering a range of services to its more than 15 million highly engaged monthly users, such as price history, list of favorite products, price drop alerts and purchase protection up to R$ 5 thousand.

Simplex creates pages with the products that will be most relevant to customers.

In recent months, thousands of landing pages have been generated and increased organic traffic.

Indexa solution, with predictive model, creates online pages with the products that will be most relevant for customers in the coming days; in the last fourteen months, more than 60,000 landing pages were generated, responsible for a 20% increase in organic traffic

Mobly - a technology startup that operates in the furniture and decoration items retail sector - has created almost 60,000 high-performance landing pages based on artificial intelligence over the last fourteen months. The innovation is already responsible for a quarter of traffic from organic searches not related to the brand, 20% of total organic traffic of the site and 15% of total clicks. Behind the results is the Indexa platform, from Simplex, a startup with solutions aimed at increasing traffic and sales conversion.

"The Indexa platform is able to anticipate the searches of tens of thousands of consumers, as it has an information database that uses artificial intelligence and machine learning-based systems to arrive at the most used keywords in consumer searches" explains Victor Hirai, Mobly's Performance Marketing Manager.

Search engines

The platform creates, in milliseconds, product catalogue pages with the same visual interface as Mobly, without the consumer noticing the difference between the traditional pages of the site and the automated ones. All are generated according to Google's best practices, so that they are better positioned and indexed according to the search engine's algorithm.

According to the Performance Marketing manager, the new technology allowed Mobly's e-commerce to see an increase in the relevance of the mobly.com.br domain - which now has a better indexation in Internet search engines - and a growth in traffic on the other pages of the site.

Hirai says the system is still in a learning phase. "Since January, when we started, our revenue from traffic generated by the Indexa platform has been growing. We believe it has the potential to scale up to 10% of the site's revenue already in the coming months," he estimates. This will represent close to a third of the site's organic searches.

When it comes down to it, the company benefited from additional savings. If Mobly had bought the traffic generated by Indexa from adwords (paid internet media) it would have spent the equivalent of R$ 850 thousand. "For us, however, the most important thing is not so much the possibility of reducing the investment in paid media, but rather that of generating extra revenue for the company," the executive stresses. "The revenue generated by the platform simply did not exist before", he emphasises.

Focus on SEO

For Hirai, Simplex played a strategic role in the deployment of Indexa at Mobly. "His team made us see the importance of pursuing improvements for the expansion of organic traffic. Now the whole company is oriented in this direction, from IT to sales to development," says the Performance Marketing manager. "Everyone, continuously, has been concerned with a better SEO, from the creation of the name of a product, to its description and the description of its image on the site," he informs.

João Lee, founder of Simplex, reinforces the importance of a strong SEO: "When we deliver to the final consumer an online page with a product that is exactly what they are looking for, we improve their experience and make the e-commerce brand increasingly relevant on the internet. In addition, we also achieve a better sales conversion rate. This way, both sides of the counter - consumer and e-commerce - are winners.

Start-up that leads online consumers to the physical shop offline aims to grow 20% by 2021

Brazilian Simplex took 2020 to restructure while growing 11% in the year of the pandemic; company has a team on three continents to serve clients as big as Burger King Mexico, Dafiti and Traders Club with solutions aimed at better performance of websites and e-commerces

São Paulo, March 31, 2021 - The Brazilian start-up Simplex - specialized in increasing traffic and sales conversion of e-commerces - took advantage of 2020 to diversify the performance of its Indexa platform, winning new clients that aim to increase traffic in their physical stores, such as Burger King in Mexico.

"If before, with the Indexa platform, we improved the SEO performance of important e-commerces, that is, in 100% online transactions, the novelty is that we have developed a new functionality - the Store Locator - for multichannel demands, as is the case of those who have a website or online store, but who also aim to increase physical sales, and in the case of Burger King, of its cafeterias in the neighborhoods ", exemplifies Lee.

"Initially, Indexa has been responsible for increases of up to 20% of the total organic traffic of e-commerce sites like Mobly," says Lee. The platform uses artificial intelligence to "predict" what consumers are looking for on the web and offer them, in milliseconds, automatically created landing pages with products that exactly match all the keywords of their searches, bringing information such as prices, images and details of the items sought. sought. These pages have the same layout as the e-commerce site, respecting all the rules of search engines to optimize SEO results, i.e. organic (unpaid) search results.

The map to the physical store

"Now we are also capturing searches from users who, for example, are leaving a medical appointment and want to eat a hamburger on the way home. We will offer a landing page tailored to this type of search, in order to direct you directly to the cafeteria in the neighborhood where he is", he explains.

According to Lee, Store Locator - Indexa's new feature - predicts searches that cite more famous geographic references near its customers' physical stores, and, as it does for traditional e-commerce, creates landing pages that contain the same terms used by the consumer, in order to meet exactly what they are looking for.

Growth and capillarity

According to Lee, Simplex's goal today is to focus on building technologies to improve the performance of websites, e-commerce and online operations. In addition to being scalable, these solutions must also be quickly adaptable to other uses and customer challenges. This orientation allowed Simplex to earn BRL 5 million in 2020 and the intention today is to grow 20% by the end of the year.

In practice, Simplex's entire range of services has also experienced an increase in demand. The company now supports companies such as Dafiti, Kanui, Tricae, TradersClub and Labi Exames, Westwing (Brazil) and the French brand Kiabi, an e-commerce giant in Europe.
The company's founding partner points out that the year 2020 was also the stage for other changes at Simplex. The company's current 20 clients - in countries such as Japan, Brazil, the United States, Australia, New Zealand, Canada, Portugal, the United Kingdom, China, France and Italy - led the start-up to review its way of operating. "We gave up physical offices in favor of having a team spread across three continents, all from home office. With a 100% digitized operation, we were able to redirect our investment to what really matters: qualified professionals to serve our customers where they are", says the company's founder.

Artificial Intelligence-based technology increases sales conversion at Mobly

Indexa solution, from start-up Simplex, creates, with a predictive model, online pages with the products that will be most relevant to customers in the coming days; in the last fourteen months, more than 60 thousand landing pages have been generated, responsible for a 20% increase in organic traffic.

São Paulo, November 4, 2020 - Mobly - a technology start-up that operates in the retail of furniture and decoration items - has created in the last fourteen months almost 60 thousand high-performance landing pages based on artificial intelligence. The innovation is already responsible for a quarter of non-branded organic search traffic, 20% of the site's total organic traffic and 15% of total clicks. Behind the results is Simplex's Indexa platform, a start-up with solutions aimed at increasing traffic and sales conversion.

"The Indexa platform is able to anticipate the searches of tens of thousands of consumers, as it has an information bank that uses artificial intelligence and systems based on machine learning to arrive at the most used keywords in consumer search", explains Victor Hirai, Mobly's Performance Marketing Manager.

Search engines

The platform creates, in milliseconds, product catalogue pages with the same visual interface as Mobly, without the consumer noticing the difference between the traditional pages of the site and the automated ones. All are generated according to Google's best practices, so that they are better positioned and indexed according to the search engine's algorithm.

According to the Performance Marketing manager, the new technology has allowed Mobly's e-commerce to see an increase in the relevance of the mobly.com.br domain - which now has better indexing in Internet search engines - and an increase in traffic on the other pages of the site.

Hirai says the system is still in a learning phase. "Since January, when we started, our revenue from traffic generated by the Indexa platform has been growing. We believe it has the potential to scale up to 10% of the site's revenue already in the coming months," he estimates. This will represent close to a third of the site's organic searches.

When it comes down to it, the company benefited from additional savings. If Mobly had bought the traffic generated by Indexa from adwords (paid internet media) it would have spent the equivalent of R$ 850 thousand. "For us, however, the most important thing is not so much the possibility of reducing the investment in paid media, but rather that of generating extra revenue for the company," the executive stresses. "The revenue generated by the platform simply did not exist before", he emphasises.

Focus on SEO

For Hirai, Simplex played a strategic role in implementing Indexa at Mobly. "Their team made us see the importance of pursuing improvements to increase organic traffic. Now the whole company is oriented in this direction, from the IT area to the sales area, passing through the development area", says the Performance Marketing manager. "We have all been continuously concerned with better SEO, from the creation of a product name, through its description and the description of its image on the website," he says.

João Lee, founder of Simplex, reinforces the importance of a strong SEO: "When we deliver to the final consumer an online page with a product that is exactly what they are looking for, we improve their experience and make the e-commerce brand increasingly relevant on the internet. In addition, we also achieve a better sales conversion rate. This way, both sides of the counter - consumer and e-commerce - are winners.

About Mobly

Mobly is a technology company that operates in furniture e-commerce. Founded in 2011, it has a range of more than 250 thousand articles, including furniture and decorative objects. In 2018, the company went public in Germany and achieved a turnover of approximately BRL 300 million. In 2019, it opened three distribution centers, in Minas Gerais, Santa Catarina and Pernambuco, and also opened its first physical store, in São Paulo, in addition to outlets in Guarulhos, Campinas and Taubaté, all in the State of São Paulo. Learn more at www.mobly.com.br.

Data integration and statistical models from Simplex allow Bunge to optimize its marketing budget

Specialized marketing startup uses algorithms to predict with 75% accuracy the impact of offline and online campaigns

São Paulo, October 7, 2020 - Bunge, one of the largest agribusiness and food companies in the world, can already predict how sales of its brands should behave throughout the year depending on the marketing investment made in each region of the country.

The capacity is the result of a project conducted with the start-up Simplex, which integrated the three-year history of ten different databases - ranging from sales results over time, investments made in different media, product participation at points of sale, prices charged at retail and demand forecast, to regional rates of progress of the Covid-19 pandemic. The project went further. Another of its pillars was the development of a tool to automate the application of statistical models on this sea of data to enable scenario forecasting.

"Today we are not only able to measure the results that TV, radio or digital media campaigns have had on sales, but we already have an algorithm that predicts with 75% accuracy what the ROI (return on investment) of future campaigns will be in each region of the country."

celebrates João Galoppi, head of Digital Marketing at Bunge.

According to the executive, the accuracy of the forecasts tends to increase, since the predictive statistical models adopted are improved through artificial intelligence as they are used. For him, one of the biggest challenges in his area was to understand why a campaign worked so well in one place and not in another. And, of course, whether the marketing budget had been well allocated across the various media available. "We obviously had some assumptions. But today, on the contrary, we have organized data and its countless possible crossings ", he highlights. According to the executive, Bunge today is already able to identify, in detail, the weight that the price increase in a given square has to neutralize the marketing efforts that were aimed at that region. Or see the peculiarity of a particular market and how its consumer or buyer reacts - since they are not always the same person - as a result of promotions or advertisements.

Galoppi argues that, especially in the current scenario, optimizing investment based on data is the most efficient way to overcome the crisis and increase the potential reach of the marketing budget. "Simplex was decisive in this process given its expertise in predictive statistical models and the development of the tool that allows us to see the whole scenario through intuitive dashboards", he summarizes.

Data under the magnifying glass

The integration and cross-checking of information took place on ten different databases, taking into account both advertising and marketing, as well as those focused on physical sales channels. Among the various information collected and organized, Galoppi lists the audience points of campaigns carried out, the cost of online and offline campaigns, participation of each campaign modality, total impressions and clicks. On another front, Nielsen data were also collected, such as volume and brand share on retail shelves, the months in which Bunge advertised and the periods in which it carried out marketing actions aimed at offline sales channels.

 "What we have in hand today is a better informed decision making", Galoppi guarantees. For the head of Bunge's Digital Marketing area, Simplex's participation in the process was decisive: the start-up allowed greater speed to the work developed. "We completed our plan in less than 6 months", he celebrates. For the executive, another success factor of the initiative was the performance of a multidisciplinary team, covering a dozen people, from advertisers to chemical engineers, in addition to involving several areas of the company, which gave a richer and more diverse look at the challenges posed.

 "In digital markets everything can be measured, from the first click to the completion of the purchase. So it is possible to invest in media accurately and be able to calculate your ROI (Return Over Investment). And a big challenge, achieved here, was to effectively be able to do the same in offline media," explains João Lee, director of Simplex. His greatest satisfaction with the project, he says, is to see that algorithms and data already support several other areas of the company to better see market behavior.

About Bunge

Bunge (NYSE: BG) is a global leader in sourcing, processing and delivering grain and oilseed products and ingredients. Founded in 1818, Bunge fuels a growing world by creating sustainable products and opportunities for more than 70,000 farmers and their consumers around the world. The company is headquartered in St. Louis, Missouri, and has 24,000 employees who stand behind more than 350 port terminals, oilseed processing plants, grain silos, and food and ingredient production and packaging facilities around the world.

Start-up shows how small businesses can start selling on the internet without having to spend on ads

The start-up Simplex, engaged in solidarity actions against the effects of the pandemic on the economy, gives tips on how to use SEO better; Search Engine Optimization (SEO) techniques are essential for searchers to find a website among the millions of options on the internet.

São Paulo, May 5, 2020 - Small businesses that had been keeping their distance from the digital world have found that they need to rush into e-commerce to continue to survive during the coronavirus crisis. But opening a website alone does not guarantee sales. The microentrepreneur must take into account several techniques available to have a better chance of seeing their business appear in the competitive Google ranking (or in those of other search engines) and without having to spend on paid ads on the internet at a time when resources are increasingly scarce.

Simplex, a national start-up that focuses on increasing traffic and sales conversion for e-commerces, has been migrating small businesses to the digital environment for free. Now, in the continuity of its efforts to mitigate the effects of the crisis, it recommends a series of SEO (Search Engine Optimization) tips for companies in general and, in particular, for businesses that debut on the web. The concept refers to the logical resources that are used to help search engines (such as Google) find a particular website among millions of others. In other words, SEO brings resources to facilitate the happy meeting between the product/service sought and the consumer, without the entrepreneur having to consume his precious - and increasingly smaller - resources with paid ads on the internet.

Specific words to sell

The most important point of SEO is to understand how users' search behavior takes place. Google recommends in its official communications: "think about the words a shopper might search to find a piece of your content...". This is because the online buying process is very similar to what happens in the physical store. A person doesn't walk up to a salesperson and ask for "a 375-liter refrigerator with can compartments". In general, they ask for "a large refrigerator with a separate freezer, preferably on sale".

It is therefore worth remembering that the keywords of the searches are tuned to the linguistic repertoire and aspirations of the consumer. Technical terms that describe products and services can and should be adopted, but only as a reinforcement to the other options to capture searches based on simple and commonplace words in the consumer's everyday vocabulary.

The ideal way to capture the most varied consumer searches is to present a product or service in various ways that qualify it, anticipating all the possible ways the consumer might search for it. For example, one person might search for the product they want as "shaver". Another might simply search for "shaver". Try to use both forms.

Long tail
A 2019 Impact survey provides an important takeaway: more than half of all internet searches are made with four words or more - that is, they are long tail search terms. This means that if you do not pay attention to this aspect, you will throw away half of the possibilities of search and sales conversion. To convert these very specific searches into sales, you need to know a priori what the consumer wants and present results on your website that are as close as possible to what he is looking for. For example, prefer to use "three-wheeled baby stroller" instead of simply "baby stroller". Favor "gold wooden door handle" rather than just "door handle". Chances are that other websites also offer "door handles". But the specific handle your customer is looking for is less. Thus, your site will have a better chance of being "found" by him in his next search.

Still in this line of "long tail", a good SEO precept is to have a website with a category tree ready to mention not only products and services themselves, but a wide variety of attributes of the merchandise such as price, color, weight, shape, dimensions, voltage, capacity, differentials etc.

Organic access

Focusing on content based on the analysis of the search behavior of your target audience is the best option for sustainable growth of online stores in the volume of so-called "organic" hits, i.e. those that did not occur through paid media.

Over the next few weeks, Simplex will give new tips to small businesses that have just arrived in the digital world. The start-up spends around 60 hours a week listening to entrepreneurs for free, diagnosing their challenges of migrating operations to the internet, developing online stores and empowering entrepreneurs to manage them. A solidarity effort that helps small businesses survive the pandemic.