804% online revenue growth in a single year.
The client
Paguro Upcycle creates contemporary, handmade, eco-friendly home and fashion accessories. Paguro’s founder, Yen, searches the globe looking for creative designers with the shared aim of creating eye-catching upcycled products, showcasing quality craftsmanship and one of a kind designs.
“Kevin has led our SEO strategy and during that time, he has not only sought to optimise our site, Kevin has also been proactive in putting together a wider marketing team to drive the growth of our online business. He has been able to use each person’s strengths, whilst ensuring that everybody is pulling in the same direction. ” – Yen Wei Goo, Founder.
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The challenge
Over 5 years, Paguro Upcycle had become a trusted, local sustainable brand. Yen wished to further establish her brand presence online, with the aim of scaling the business to a worldwide audience.
- The core challenges were to
Assess the strengths and weaknesses of the website and prepare it for growth. - Ensure that the brand appeared for relevant searches online.
- Incorporate a paid marketing strategy to efficiently scale the business.
Our consultative approach
We understood Paguro’s objectives and immediately began working with the current website, ensuring her brand positioning was aligned with the copy and implemented quick-win changes to the design, enhancing the rate of conversion from existing users.
“Kevin’s involvement has certainly reshaped our online strategies and I am thrilled with what we have been able to achieve in such a short time. I am very excited to see what else we can achieve. Aside from their technical expertise, they are personable, communicative and approach every campaign with an immense amount of energy and positivity.”
Technical & user-focused SEO
Using our technical WordPress and WooCommerce knowledge, we quickly identified issues with the existing website that needed fixing which affected site speed and eCommerce tracking.
We then researched and discussed appropriate budget options, including Shopify, while working on a keyword strategy around target topics identified within our initial free of charge consultancy.
Once all the basic elements were covered, we began implementing a content marketing strategy to further drive relevant traffic to the site; whilst also considering conversion rate improvements to enhance the user experience.
Deploying a paid media strategy
Having established a small and separate budget for online advertisements, we devised a paid media strategy which initially focused on Google Search and Shopping campaigns, promoting best-performing products to highly relevant users. We supplemented this activity by remarketing to users who were highly engaged on the website with Display banner ads.
Scaling ad spend in line with ROI
Shortly after, following immediate return on investment, we increased the scope of our strategy to include Facebook, Instagram and YouTube advertising. In order to effectively target relevant users on these platforms, we worked with Paguro’s customer database and leveraged machine learning techniques to identify like-minded users. Then, to take things one step further, we exclusively targeted users who expressed clear signals that they were ready to make a purchase.
The results
A phenomenal 804% YoY growth in online revenues, having worked with us for just one year.
“Whilst this was always going to be a long term project, the resulting growth in online revenues so far has surpassed my expectations and has enabled me to refocus my entire business strategy towards online retail.”
+804% Overall Revenue, YoY
As a result of internationalising the website, producing and optimising multilingual content and niche-targeting via online advertising channels.
+251% Conversion Rate, YoY
Following an initial review, Paguro rebuilt and redesigned the website in line with our technical recommendations. Additionally, conversion rates are continually enhanced as a result of on-going iterations.
197% Return-On-Ad-Spend
Numerous advertising platforms have been activated to achieve various marketing objectives. This ranges from elevating brand exposure (YouTube ads) to sales activation (Google and Facebook ads).
