This sporting goods and accessory brand came to Exclusive Concepts in September 2019 looking for a partner to help find the right marketing mix and grow overall sales.
The merchant was unimpressed by previous agency experiences and was now also contending with changes in consumer behavior due to an unexpected economic downturn.
Understanding its goals and circumstances, EXCLUSIVE created a strategy unique to the merchant. We worked together to test various marketing channels, adjusting the channel mix and investments based on data-driven performance indicators.
Since our partnership began in September 2019, this sporting goods & accessory brand increased website sessions 150% and boosted sitewide revenue 129%. It more than doubled new website users through aggressive keyword targeting in paid search and search query funneling on Google Shopping.
Scroll down to read how EXCLUSIVE delivered these amazing results with an innovative multichannel digital strategy.
For 15 years, we worked with countless agencies who claimed to be experts in growing our online sales. With ad spending hopelessly exceeding sales,we were on the brink of abandoning our direct-to-consumer sales strategy. So when we approached EXCLUSIVE, we were skeptical and reluctant to jump back into those shark-infested waters.
But under the close guidance of Meghan’s team of wizards, and by following their recommendations, after only 3 months, we started to generate profits. EXCLUSIVE is the only agency who delivered on its promise. EXCLUSIVE has our strongest recommendation.
—Client Brand Cofounder
We kicked off our partnership with a focus on making immediate user-experience optimizations so the website was faster and easier for navigation and conversions. We then added value-proven keyword-optimized content to the website. Once changes were made, we performed a UX audit and fine-tuned the website changes for further optimization.
Next we dug deep into the industry and concentrated on new and upcoming mobile phone releases. We made forward-looking keyword changes and content additions so the brand was always a leader in products and trends. Doing so increased Page 1 SERP rankings by 60% year-over-year (YoY).
When COVID-19 hit, this retailer was able to easily adjust to changes in consumer habits as well as in fitness safety. We repositioned products to increase search volume and traffic, growing both conversion rate and revenue in March and April 2020 relative to the same period in 2019.
Prior to working with Exclusive Concepts, the client did not employ a remarketing strategy across social platforms. The brand was also not targeting cold audiences. Since our partnership began, we’ve been testing cold audience tactics and retargeting campaign types to find the most-efficient mix.
In March and April 2020, we upscaled ad spend 1,000% compared to the same period the prior year. That 1,000% increase generated 5,600% more conversions via the social channel and increased RoAS by 318%.
TESTING & PROFITS
From the start of our partnership, we’ve been A/B testing which value propositions resonate best with the brand's audience. Do people like that the products are waterproof? Eco-friendly? High-quality?
The data spoke and we doubled down on top-performing messages and scaled budgets for exponential returns. When looking at March and April 2020 compared to the prior year's same period, we spent 76% more ad budget to generate 169% more conversions and 157% more revenue. RoAS is up 45% as we capture the increased demand.
Contact us to hear more about the audience insights and learnings that we gained from digging into this industry's performance.
THE EXCLUSIVE SOLUTION
OUR APPROACH, IN SUMMARY
Analyzed and optimized the user experience on the client's website as we began to drive more traffic to it.
Added optimized SEO content and used deep keyword research to inform our Google Ads keyword strategy.
Drove new customers to the website via social, product ads, paid and organic search, then aggressively retargeted with social and paid ads while the client's team managed the email retargeting strategy.
Surfaced how to best reach each customer segment, then optimized each respective conversion path, cracking the code and unlocking the client's most-impactful marketing strategy and campaigns.
MEET THE TEAM RESPONSIBLE FOR THIS CLIENT'S SUCCESS
When you partner with EXCLUSIVE, you'll get your own specially selected group of experts to help you succeed.
Melissa Knowlton Senior Paid Search Specialist
Ben Leighton Senior Organic Search Specialist
Daniela Tueme Senior Product Ads Specialist
Ames Shatzer Senior Product Ads Specialist
Meghan Ouellette Director of eCommerce & Digital Strategy
OUTSTANDING RESULTS THAT FUEL GROWTH
By getting ahead of the curve with organic search content, ramping up paid ad spend, and finding the ideal audiences and what spoke to them, EXCLUSIVE positioned the brand to meet the surge in demand and to capture long-term market-share from the competition.