Trophies Plus Medals
Increasing customer engagement, conversion and revenue
One of the UK's fastest-growing trophy sellers, Trophiesplusmedals, transformed itself from a small company in a spare room to one of the UK's largest online sellers in just six years. But there was a problem: The Web platform was failing the company. 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 merchandizing, 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
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 optimized 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 maximize 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 capitalize on mid-funnel searches
Updated the device bidding strategy to optimize performance across mobile, desktop and tablet
Added a minimum order quantity to the Google shopping titles to target bulk buyers
Set up dynamic remarketing correctly, a cost-effective method of maximizing 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