Case Study


Gordons Direct

Project Summary

Gordons Direct came on board as a client in Summer 2020 in order to increase their digital presence and sales via the Google Ads, Bings Ads and Facebook Ads channels. We also provided project management support in migrating their website from their existing Magento platform to Shopify, in order to better manage their inventory of 2,500 products whilst improving website conversion rate, basket value and digital marketing integrations.

What We Did
  • - Ecommerce Strategy
  • - Replatform Consultancy
  • - Google Advertising
  • - Facebook Advertising
  • - Analytics & Measurement
  • - Conversion Optimisation
  • - Budgeting & Forecasting

Problem

  • Large product feed with no strategic direction or product focus
  • Dated website with limited integrations and tracking issues across multiple platforms
  • Low brand authority outside of Northern Ireland & Scotland
  • Existing campaigns setup to support retail stores rather than grow website sales
  • Low website conversion rate and sales of priority product categories

Solution

  • Focus on Google Shopping platform with updated product feed and Merchant Centre setup
  • Structured Shopping campaigns so we were more aggressive towards the high margin products, such as fragrances, make up, skincare, etc
  • With better quality feed and structured campaigns, we were able to expand our reach outside into wider UK market without negatively impacting target ROAS
  • On Social, we moved away from campaigns designed to support local stores and instead focused on online sales – Again, focusing on higher margin categories
  • More traffic volumes and quality via Shopping and Facebook should improve Brand recognition across all of the UK

"We reached out to Groundswell in mid-2020, for their assistance with the overall marketing of our website and to provide guidance in re-platforming to an improved solution.

The results that they have been able to deliver thus far – both in terms of some simple, quick-fixes, and more targeted and sustained growth – have been remarkable.

Mark, Richard and the wider team have an incredible wealth of knowledge and experience, which is apparent when speaking with them. Asides from marketing our website, we regularly pick their brains about all manner of things.

While their approach is undoubtedly clinical and driven by careful analysis, they’re an extremely personable bunch. We have regular catch-ups with our Account Manager, along with Richard/Mark, and we’re in no doubt that we are in good hands.

On the whole we’re delighted to have Groundswell in our corner, and excited about what the future holds!".

We reached out to Groundswell in mid-2020, for their assistance with the overall marketing of our website and to provide guidance in re-platforming to an improved solution.

The results that they have been able to deliver thus far – both in terms of some simple, quick-fixes, and more targeted and sustained growth – have been remarkable.

Peter McQuillan - Head of Ecommerce - Gordons Direct

Results

  • Improved sales of higher margined products
  • Sessions increased 104%
  • Conversion rate increased 52%
  • Transactions increased 211%
  • All the above contributing to their best ever month during November 2020 in terms of revenue, sales and website traffic

150k

Extra new users

211%

Increase in transactions

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