Adra joined us as a client on a Total Digital Marketing package in early 2020 before lockdowns came into swing, which allowed us to get the ‘foundation’ digital marketing work in place ahead of lockdowns. Adra is a supplier of stylish and stunning welsh products for the home and as contemporary Welsh gifts. When they first joined we looked at getting website conversion changes in place to make it as easy as possible to check out online and sign up to their regular newsletters if they weren’t ready to purchase then. This was put in place just in time to capture the wave of people switching to shopping online as they had to close their shopfront to comply with restrictions across the UK.
During that first year, we looked at where we can bring in traffic and enhance the number, and quality, of leads and conversions through Adra’s website. We carried out extensive keyword research and benchmarked against competitors to see where we can improve their rankings to bring in more organic traffic. Then we turned to PPC and looked to advertise on social media channels, mainly Facebook and Instagram, and on search engines. We’ve built on this strategy over time and after seeing such an incredibly busy year in 2020 we worked together to keep the momentum going into 2021.
We continued to look at keywords seasonally and advertised products directly to the target audiences to pull in further relevant traffic which then increased paid search traffic by 30% and transactions by 56% in 2021 compared to 2020.
This was a massive improvement and even more so than the year before, revenue overall was up 185% from 2019 to 2021 and the conversion rate improved from 3.4% to 4.1%.
To keep bringing back customers, we also put in place a sophisticated remarketing strategy that brings potential leads back to the website with low-cost PPC ads displaying products that are relevant to the customer.
As well as improving traffic and conversions we also wanted to make sure we expanded Adra’s email marketing database with more relevant, targeted customers. We put a newsletter signup process in place that we’ve continued to test and tweak which gained 13,936 new email leads throughout 2021. When looking at the emails themselves, we worked with Adra to make sure that their scheduled emails around seasonal buying patterns worked alongside our PPC campaigns and in doing so improved email transactions by 50% in 2021 compared to 2020.
Alongside this successful digital marketing strategy implementation, we also provide consultancy on activities that Adra looks at in-house and they can always make use of our free webinars.
If you’d like to get in touch about putting a digital marketing strategy in place for your business, book a free 121 with the digital marketing team today.