Addressing low traffic and increasing eCommerce sales by more than 350%
Lazy Dogz are a premium slipper company, who approached us with a view to increasing sales through an eCommerce project. Transactions in their first two years of trading had not performed as well as they had initially hoped for, and so we were tasked with creating a strategy to boost their performance. Their website had been developed with an aesthetically pleasing style, but the conversion rate was far too low, and the amount of traffic they were attracting was minimal.
Our agile approach to digital marketing meant that Lazy Dogz wouldn’t be constrained to a single strategy, and that multiple elements could be tested and then optimised or dropped, based on their performance. Our challenge was simple: increase Lazy Dogz’s overall conversion rate and increase revenue.
As with any start up brand, budgets are limited, and this was the biggest challenge we faced. Our various tests and efforts were constrained by the amount of money we had to test with. Fortunately, due to having access to past data, we were able to exclude certain tests and mediums had not converted well in the past. This included the usually popular route of Facebook advertising. With this knowledge, our strategy was initially focused on determining which marketing methods would attract the most leads in the shortest period of time.
To do this, we tested multiple advertising forms and refined the audiences that were being targeted on each social media platform. The second issue that we were tasked with tackling was the website's low conversion rate. Whilst we already knew that Facebook advertising does not convert well, we knew that the platform couldn't be ignored. So that potential customers could get a tangible feel for the quality of Lazy Dogz’s products we created tactile product videos that would sit on their Facebook page. After this was done, we moved forwards by utilising a mix of organic SEO, social media marketing, content marketing and paid media as part of the campaign.