Turbo charged success and undeniable metrics with sales attributed directly to digital marketing increasing by 1,181%
CASE STUDY
Spectacular increases in almost every online metric for Galway retail outlet.
We wrote and submitted a successful application for the Enterprise Ireland “Online Retail Scheme” in conjunction with the client. Funding was awarded to implement a comprehensive raft of changes across all digital platforms, in particular the client’s Shopify store. All metrics are based on comparison between Q4 2021 and Q4 2022.
The outcomes and increase in all metrics are staggering and way beyond our initial targets - notably:
Sales attributed to digital marketing increased by 1,181%
Online sales increased by 150%
Conversion rate increased by 32%
Peter Murphy Lighting & Electrical
Our client is a decades old bricks and mortar retail establishment based in Galway city. They have an enormous physical loyal clientele built over 40+ years. Their in-store trade is consistently busy but their online presence was underperforming massively and Bad Dog were tasked with bringing their digital footprint up to date and giving them a new competitive edge.
Before embarking on the project the client did not have any online strategy and in house they lacked the expertise and resources to create and implement an all encompassing Digital Marketing Strategy. Online sales were slow and inconsistent with no real online ’plan of attack’ in place. Metrics, (Shopify Analytics, Google Analytics), were not being reviewed and acted upon at all.
The client engaged Bad Dog to design and implement an all-encompassing Digital Marketing Strategy covering all the vital digital touchpoints for the brand. These included:
E-Commerce website overhaul (Shopify)
Implementation of proven tools and strategies to increase online sales, customer base and returning customers
Implementation of ongoing Google Ads Campaigns and Social Marketing
Implementation of Analytics tools to further improve performance
Provision of training and user guides for in house team to manage and improve online efforts going forward
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Well structured Google Ads Campaigns and a full redesign of the Shopify Store which introduced lots of new front and backend features that all contributed to improved traffic, engagement and ultimately online sales
Google Ads/PPC
We designed and implemented numerous PPC Campaigns with our PPC Partners who hold Premier Partner Status, which puts them in the Top 3% of Google ads Agencies worldwide.
Outcome
Sales attributable to Digital Marketing increased by a whopping 1181%.Conversion rate increased by 32%Average order value increased by 7%Total Orders increased by 150%.
Source: Shopify Analytics, Google Analytics
Website Redesign
We undertook persona building, user testing, UI/UX studies and a complete design overhaul of the Shopify site.
Outcome
Sessions by direct traffic increased by 64%. A much improved/streamlined user experience lending itself to more sales and traffic.
Source: Shopify Analytics
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Our initial goal for Q4 was an increase of 10% in online sales - the outcome far exceeded our expectations. Some of the more significant steps taken to achieve this goal were:
Implement Monthly Incentives
Implemented promotions across all channels - using tools like Omnisend for Emails and SMS, Canva Scheduling, Meta Scheduler, Adobe Suite etc.
Outcome
Increased online sales by 150% compared to same period in 2021
Source: Shopify Analytics
Newsletter sign up offers and Email Marketing
Omnisend Email Campaigns designed and implemented. Introduced POS Sign Up Landing Page for in store team to grow mailing list.
Outcome:
Increased subscribers by 87% on previous quarter
Source: Omnisend Analytics
Email Promotions
Created and implemented Halloween Email Campaign for subscribers, Email exclusive ‘members offers’ for new members - eg. free delivery on next order. Email campaign for Black Friday Offers.
Upsell & Cross-sell
These campaigns offered bundles to increase overall sale/order value.
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Completed full SEO analysis and implemented wholesale changes across all content - in particular Product descriptions and other written improvements in content.
Outcomes
Our new design increased the speed of the website by 20%.Our overall rankings in organic search improved by 102%.Backlink building increased by 50%
Source: Google Analytics, SEMrush Analytics
Social Media Growth
Designed and implemented Halloween Social Campaign, Product Social campaigns and Black Friday Social Campaigns - all reflected positive growth and engagement
Outcome
FB Visits Up 201%, Instagram Reach Up 11%, Instagram New Followers Up 347%, Instagram visits Up 85%
Source: Meta Insights
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Combined Organic and Paid Digital Marketing efforts yielded inspiring results.
Outcome
New customers increased by 77%Source:
Google Analytics, Shopify Analytics
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We implemented results of UI/UX discoveries, customer survey discoveries and staff surveys to add improvements to the online store. Included in these upgrades were Abandoned Cart functionality and a Chatbot function leading to better customer engagement.
Outcome
Abandoned Cart Incentives alone brought in €12,000 in potentially lost sales in the 3 monthsSource: Omnisend Analytics
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Redesign of the site improved UX massively.
Outcome
Introduction of price comparison function, bundle function, bundle discounts, warranty sales system, upsell and cross-sell systems all added drastically to a more comprehensive user experience.
Overall Results
Overall almost every metric was vastly improved with hard figures to prove it. As a result Bad Dog have been retained by the client for ongoing improvements and monitoring of all functions and online touch-points. The Digital Landscape changes daily as do users wants and needs. A Digital Marketing Strategy is like a living breathing organism and must be tweaked and tuned regularly to achieve maximum results.
If you want your online business to thrive and add significant benefits to your bottom line then please do get in touch.