Trophies Plus Medals
Increasing customer engagement, conversion and revenue
One of the UK's fastest growing trophy retailers, Trophiesplusmedals, transformed itself from a spare bedroom business into one of the UK’s largest online retailers in just six years. But, there was a problem - its web platform was letting the business down. Trophiesplusmedals turned to Youwe to improve the customer experience.
Trophiesplusmedals needed to overhaul the website user journey. Youwe was on hand to review the customer journey, evaluate the best route forward and improve operational integration. Above all else, the primary objective was to enrich the customer experience through all stages of the sales funnel.
Youwe selected Adobe Commerce as the foundations of the new Trophiesplusmedals website. This platform provides a wide range of tools to improve marketing and merchandising, as well as unlocking key B2B functions through Adobe Commerce’s B2B modules. Since the highly successful launch, Youwe has continued to deliver an effective continuous improvement program, which now includes the Trophiesplusmedals Google, Amazon and social advertising strategy.
+35%
Customer Engagement
+58%
Conversion
+60%
Revenue
The successful relaunch on Adobe Commerce has removed digital bottlenecks, enriched the customer experience, and allowed Trophiesplusmedals to achieve continuous online improvement and strong year-on-year growth.
Our solution
Youwe launched both consumer (B2C) and private sector (B2B) focused sites on the same Adobe Commerce instance, utilizing the power of the platform to provide an outstanding customer experience for both user types.
Our design team worked with Trophiesplusmedals to develop a new brand identity and improve the user experience on their websites. We created a new brand identity that emphasised their personality and values whilst also portraying a professional and trustworthy image. We simplified the product detail page, re-organised the layout, added visually improved features such as filters, and created a more intuitive checkout process. Through this approach, Trophiesplusmedals were able to achieve their goal of creating two websites for their daughter companies that truly reflected their personality and values.
Revisiting the customer experience and optimising every stop of the purchase flow allowed us to greatly improve customer engagement (up 35% year-on-year), conversion (up 58% year-on-year), and revenue (up 60% year-on-year) in the first six months following launch.
Streamlining operational processes from the ground up also means that Trophies Plus Medals has managed to scale the throughput of personalised orders by over 300% and, at the same time, vastly reduce the demand on the customer service department.
Driving revenue through rescue and recovery of Google Ads
Building on the success of the relationship, in January 2022 Trophiesplusmedals asked Youwe to take over the management of its PPC ads program from another agency.
To the untrained eye, the account may have looked like it was well managed, but this is often a situation that merchants can find themselves in. They see regular work being carried out on the account, KPIs are being met, and it is assumed that there is not much growth left in the market. However, in this case the account was underachieving.
Key findings from the Google Ads health check
We discovered that most of the revenue was coming from bidding on the Trophiesplusmedals brand name, which is a perfectly valid low-cost strategy. However, it is not good for growth, as it does not attract new buyers.
The shopping and text ad campaigns were long-winded and inefficient, as well as being manually managed in a granular fashion. It’s far better to use a data driven approach which allows for growth. What’s more, many of the ad groups were losing money on every click.
In addition, campaigns were optimised for clicks rather than conversion value. The metric we use to measure conversion value is Return On Ad Spend (ROAS). A ROAS bid strategy, combined with fluid budgets, enables us to maximise spend and growth with the confidence that margins won’t be impacted.
One of our greatest challenges was the low average order value, which at £48 is at the lower end of the sweet spot for Google Ads. Anything below £40 can make it difficult to get a good ROAS.
Google Ads: here’s what we did
- Introduced up-to-date data driven strategies
- Changed bidding strategies to ROAS-targeted, instead of click-based strategies
- Migrated to Automated Google Shopping (and then to PMax when it was rolled out)
- Introduced dynamic search ads to capitalise on mid-funnel searches
- Updated the device bidding strategy to optimise performance across mobile, desktop and tablet
- Added a minimum order quantity to the Google shopping titles to target bulk buyers
- Set up dynamic re-marketing correctly, a cost-effective method of maximising site visitor potential to purchase
- Changed budgets to fluid rather than fixed, to allow for seasonality, and ultimately growth
- Made the account more manageable by streamlining the campaign and ad group structures
The results
Thanks to Youwe, Trophiesplusmedals launched on Magento Commerce in 2020.
And the first six months saw customer engagement increase by 35% year-on-year, conversions grew by 58% year-on-year, and revenue increased by 60% year-on-year. By removing the previous administrative burdens, the Trophiesplusmedals team was able to work with Youwe on a continuous improvement program, which delivers impressive year-on-year growth.
The Results
- 24% year-on-year increase in AOV in the first year
- 58% increase in conversions in the first year
- 300% increase in throughput of personalised orders
Plus, continuing impressive revenue growth every single year, means that these results are clearly something to celebrate.
Google Ads results
Over the first six months, we achieved:
- An increase in the average order value from £48 to £72
- 383% year-on-year growth
- 277% year-on-year revenue increase