Helping Evans back on their bike
Evans Cycles makes a significant investment in high street shops but they needed to better leverage this advantage online.
We decided to test the hypothesis that distance from store would significantly impact cost-of-sale (COS). Our research showed that there is a 25% increase in COS when a customer is more than 30km from a physical store. And a 20% decrease in COS when a customer lives in relative proximity to a store. This valuable insight led to an account-wide rebalancing of media spend based on location.
In addition we launched a new smart bidding approach to bid appropriately at category and margin level as only 3% of spend was dedicated to promoting high margin products.
Widespread onsite technical fixes and content updates increased visibility of key products and categories. To overcome CMS limitations, we built a custom Google Tag Manager solution to update page titles and meta descriptions on the fly.
“Journey Further data-led approach helped us deliver impressive trading results”Amy Copeland, Head of Digital Marketing & Ecommerce
103 %Increase in revenue from Paid Search
597 %Increase in organic revenue from target landing pages