Lewis & Cooper Hampers

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Lewis & Cooper is a food e-commerce marketing project

Lewis & Cooper (L&C) is a multi award-winning independent gourmet food store based in N. Yorkshire. It sells foodie treats, fine wines and sumptuous food hampers, all available to order online.

The digital marketing campaign has increased our sales by 35% 
Top of Google search results for Luxury Hampers
The company has won awards
 

Challenge

Lewis & Cooper came to us for help with their digital marketing. Online sales have remained strong through the 10 years they have had a website but they wanted to grow non-Christmas sales, add in PPC and Google Shopping channels to the marketing mix, and most importantly, smooth the transition as they moved over to a new, mobile-friendly web site.

 

Solution

Step 1: Google Product Listing Ads (PLAs)

We took the low-hanging fruit first and got the Google Shopping feeds set-up. Because Lewis & Cooper's hampers are bespoke products we had to work with Google to get the products accepted for the relevant shopping categories. Once that was done, we put a lot of effort into crafting great product titles and descriptions.

From launch the PLAs were profitable – which was nice! Now our focus is on experimenting with bidding and iterating on the copy to drive click-through rates up and click costs down.

For the new site, we are setting up an automated xml feed so that uploads, price changes and new goods are changed on the fly.

Step 2. Get Stuck into the Analytics

Before moving on, we wanted to understand the historical performance of the website, with particular reference to e-commerce sales, sources of traffic and user journey.

Fortunately L&C did have Google Analytics running – albeit using the old code. We updated them to Universal Analytics and for the new site we will be going with Tag Manager. But there is nothing better than having lots of years of data, so once we connected the site to Google Search Console and then ran keyword ranking checks through our Moz.com platform, we then had a clear picture of the site’s strengths and weaknesses.

Step 3. A classic SEO once-over and a Content Plan

The site was performing well, no doubt, and it had strong authority and branding signals in play, so really all it need was fine tuning and topic / keyword targeting. We left the high-performing pages as they were and concentrated on the weaker ones, trying out new title tags and tweaking content.

Having identified ‘hamper’ and ‘gift basket’ terms that offered good e-commerce possibilities, we then had a (virtual) huddle with the L&C store team to get the view from the shop floor about what customers liked and what the store could offer throughout the year. From these discussions, and using all that lovely data, we created a 12 month content plan designed to improve sales for ‘occasions’ outside the Christmas period.

Step 4. Monitor, Iterate and Publish

As of mid-2016, our focus is on building up the content on the site, creating Landing Pages, adding in standard search and remarketing campaigns on PPC, and iterating according to the results we see. Social media channels have been added to reinforce the branding and provide communication channels with L&Cs customers.

There is also work to be done on Landing Pages and CRO (conversion rate optimisation) but in agreement with L&C, that is being saved for the new site since it it so close to being launched.

Step 5. The Move to the new Mobile-Friendly Website

Currently slated for an Autumn launch (to give us enough time to get the site 100% stable for the Christmas rush) our role is to work with the developers to ensure the site is SEO-ready.

But most importantly of all, we need to ensure that the site’s link value and authority is not lost when transferred. Migrating sites is a well-understood process in the SEO world but it is something that needs to be done with precision and care. For L&C, with its strong brand and large range of products,

 

Results

Before our work Lewis and Cooper Hampers weren't selling their products through a website, but it's now increased the company's revenue by 35%. We’ve achieved a Click Through Rate (CTR) of 0.09%, which generated a number of new sales. In the campaign’s inaugural month of activity the Cost Per Action (CPA) was reduced by 20%, surpassing the client’s target. February 2013 saw post-click revenue – (generated by both dynamic retargeting and the prospecting campaign) – produce a Return on Investment (ROI) of 272%.

0.09% CTR

20% less CPA

272% ROI

From The Client

“I've been working the digital marketing team for 10 years, entrusting them to help grow our online sales. Thanks to their help, Lewis and Cooper Hampers have developed a new revenue stream.  This continues to grow and impress me.”

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