The Challenge
With an increase in online shopping and with many consumers choosing to browse in store and then purchase online later, Fantastic Furniture was looking to increase traffic both online and offline to help boost sales.
Croud’s objectives were to:
- Increase searches leading to people purchasing in store, particularly on non-brand terms
- Boost footfall to stores
- Increase profit via increased sales
The Croud Difference
In a highly competitive sector, it was important for us to undergo rigorous testing in order to understand the potential for growth in this saturated market. The first step was to optimise Fantastic Furniture’s paid search campaigns. Over the initial period of optimisation, Croud implemented:
- bid changes
- updates to budgets on individual campaigns
- keyword updates for additional positive or negative keywords
- ad copy updates
- targeting updates
Another key focus was to look at beacons on individual stores. This was part of a beta test with Google to accurately track store visits from searches, using an estimated spend value per visit against which to optimise.
Results
Alongside the increase in store footfall, non-brand revenue was up by 207% year on year. Total revenue increased by 198%, with high levels of profitability maintained throughout.