Claire Austin Hardy Plants is a British-owned nursery specialising in perennials, irises, and peonies. Led by husband and wife owners, the nursery is supported by a small, enthusiastic, and knowledgeable team of full-time and seasonal employees. They are National Collection Holders of a Bearded Iris Collection and a Hybrid Herbaceous Peony Collection.
Their online plant nursery offers a wide selection of quality plants, including geraniums, geums, salvias, persicarias, sedums, and astrantias. The company approached us to refine and enhance their digital marketing strategy to increase website traffic, online sales, and engagement through all channels.
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Claire Austin Hardy Plants initially approached us to support them in analysing their existing digital marketing strategy and to develop a more comprehensive and detailed approach in line with our Total Digital Marketing methodology. Their main objectives were to:
Through a combination of SEO, PPC marketing, website optimisation, and innovative design, we were able to help Claire Austin Hardy Plants improve their online presence and achieve substantial growth in both website visitors and sales.
We advised Claire Austin Hardy Plants on website improvements and SEO content enhancements to boost search engine visibility. Over the past 12 months, organic traffic increased by 298% compared to the previous period, significantly improving visibility and search rankings. Additionally, impressions for organic searches related to ‘peonies’ rose by 157%, with clicks surging by 637%, while ‘bearded iris’ queries saw a 329% increase.
We developed a comprehensive PPC marketing strategy on Google, tailoring ads to specific target users while leveraging page interactions, lookalike audiences, and competitor targeting. Since launching the campaigns, we have achieved a return on ad spend exceeding 1,994%, delivering outstanding value from the advertising budget.
We implemented a highly effective email marketing strategy, maximising engagement with an existing audience to drive a 166% increase in revenue from this channel. Additionally, we utilised this list to create lookalike audiences for targeted Google campaigns and extended our reach across Meta. We successfully grew the list by over 16,000 new subscribers through a comprehensive competition-based data capture strategy.
Before implementing any changes, our website optimisation experts thoroughly analysed conversion data, user recordings, and heatmaps to understand how visitors interacted with the site. Based on these insights, we made strategic optimisations to enhance performance.
The results exceeded expectations. With SEO content improvements and conversion rate optimisation, overall website traffic surged by 291% over the past 12 months. Additionally, the bounce rate dropped by 15%, while recorded key events increased by 316%, showcasing a significant boost in user engagement and interaction.
