The client an online retailer were focusing on revenue in and driving the team to monitor this as if it was the success – rather than any cost associated with the sale or targeted audience aimed at. They had recently had a big move from using resellers to drive more direct sales via the businesses own dedicated website.

My initial task was to help the business develop the brand and put a plan in place to reach a targeted audience, doing so highlighted some current issues mainly the very high cost of sale – some individual products as high at 86% (before manufacturing and shipping costs) however this gave a base and a business KPI.

Having identified the targeted audience, the PPC campaigns were stripped back along with social spends – aligning them with the targeted audience that had been identified, this gave a better conversion rate while reducing the COS – I then put in place a remarketing strategy, email flows to improve the customers journey with the potential to increase basket value and giving a much better insight into the brand. Communicating the story, benefits and USP’s of other products available – i also put a referral platform in place to generate sales at a low cost, rewarding both parties as an incentive.

Cost of sale was brought down to 30% while conversion increased to 3% from 1.86%, it also increased much better engagement across social platforms improving the brands reach with a more targeted approach and understanding of the customer.