Trophies Plus Medals
Increasing customer engagement, conversion and revenue
Trophies Plus Medals are one of the largest online retailers of trophies, medals and awards in the UK.
Back in 2020 they appointed Youwe to review their customers' user experience and improve operational integrations from top to bottom, with the primary objective of improving the customer experience through all stages of the purchase flow. Youwe selected Adobe Commerce as a platform which provides tools to better market and merchandise the site and allowed us to provide key B2B functions by leveraging Adobe Commerce’s B2B modules. Since launch Youwe have delivered a continuous development improvement program and since the start of 2022 delivered their Google , Amazon and social advertising strategy.
+35%
Customer Engagement
+58%
Conversion
+60%
Revenue
Youwe launched both consumer (B2C) and private sector (B2B) focused sites on the same Adobe Commerce Instance, utilising the power of the platform to provide a great customer experience for both user types.
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.
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 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