01
Platform
The heart
Heatmaps and anonymous session recordings showed customers leaving when delivery costs appeared in the basket. A banner setting out delivery terms on every page had an immediate impact on basket abandonment.
Deal4Doors
Knock knock: *opening doors to profit.*
A staged approach to PPC, CRO and email marketing for an online door retailer, scaled up as we hit revenue and profit targets well ahead of schedule.
The numbers
1251%
ROI from email marketing
177%
Month-on-month site revenue increase
115%
Month-on-month transaction increase
106%
Revenue and transactions up on the previous six months
02 / 06
The challenge
A new website, *and no other marketing behind it.*
Deal4Doors is an ecommerce business supplying high-quality internal and external doors to customers across the UK. In January 2023 it launched a new website built by Ascensor, which improved the online shopping experience and increased sales.
Beyond the website, Deal4Doors was not running any other marketing, and faced stiff competition from other UK door suppliers. We saw opportunities for growth through a combination of PPC, CRO and email marketing.
We took a scaled approach, increasing activity as revenue and profit forecasts were hit ahead of schedule.
03 / 06
The B2B lead generation system
The parts of the system we used.
This programme used three parts of the system. CRO on the website stopped customers dropping out at the basket, email automation recovered revenue from existing traffic, and Google Shopping brought in buyers already searching for doors.
The system diagram is drawn here by the page script, lighting the parts that have copy below.
02
CRM & data
The brain
03
Reactive
Availability
A Google Shopping campaign with targeted keywords and demographics, and asset groups matched to Deal4Doors' door types and ranges, reaches customers actively searching for internal and external doors.
04
Proactive
Broadcast
Email automations turn existing traffic into revenue: welcome emails on account or newsletter sign-up, a three-part basket abandonment series with a completion discount, and product upsell emails for active users.
05
Thought leaders
Personal brand
06
Citations
Third-party proof
04 / 06
What we did
Fix the drop-off first, *then scale what works.*
Square 1:1
Step 01
Fix the drop-off
Early in our analysis it was clear that a large proportion of customers were abandoning their baskets: less than half of the users who started an order completed a purchase. Interactive heatmaps of clicks and actions and anonymous session recordings showed many were deterred when they learned delivery costs after adding products to their basket.
We designed and rolled out a banner setting out delivery terms on every page of the site, with an immediate impact on basket abandonment.
Square 1:1
Step 02
Automate email
Alongside the banner, we built email automations to increase revenue from existing traffic. Welcome emails trigger on an account or newsletter sign-up, and a three-part basket abandonment series reminds users of the products still in their basket and offers a discount to complete the purchase.
Regular product upsell emails now match sales and offers to relevant, active users.
Square 1:1
Step 03
Launch Shopping
Our PPC team built a Google Shopping campaign to bring a direct return to the website, increasing traffic and sales. It uses targeted keywords and demographics, and asset groups that reflect the door types and ranges on sale.
Deal4Doors now reaches people actively searching for internal and external doors, increasing conversion opportunities.
05 / 06
In their words
·
06 / 06
The results
What changed for
Deal4Doors
Revenue and profit targets were hit ahead of schedule, and email marketing returned 1251% ROI, most of it from abandoned baskets. We are now working on the next stage: Microsoft Shopping and Google Product Search campaigns, CRO to evolve the website and an SEO strategy to build brand awareness.
R01
1251%
ROI from email marketing
Email marketing returned 1251% ROI, mostly from the basket abandonment series. That is income Deal4Doors would otherwise have lost, and it shows the value of effective email marketing for ecommerce.
R02
177%
Month-on-month site revenue increase
Site revenue grew 177% month on month. After the delivery banner went live, sitewide revenue and transactions were up 106% on the previous six months.
R03
115%
Month-on-month transaction increase
Transactions grew 115% month on month, with the sitewide delivery banner having an immediate impact on basket abandonment.
In short
Revenue that would otherwise be lost, *now recovered automatically.*
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