“Duvet and Pillow Warehouse increased sales by 250% using paid search with Minute Steak”
The Client
Duvet and Pillow Warehouse, an online retailer of duvets, pillows and bed linen.
The Objectives
- Increase sales conversions
- Maintain return on investment and cost per sale
Why Minute Steak
DPW chose Minute Steak for its experience with retail clients of a similar size and product range and for its
fixed-fee, no contract policy. DPW was also reassured by Minute Steak’s relationship to sister company Steak and their proven expertise.
The Approach
Minute Steak made sure that clear goals and targets were set and that DPW were regularly updated with performance reports which both parties could act on. Minute Steak adopted a proactive approach in identifying optimisation and growth opportunities. Minute Steak recommended dividing DPW’s existing campaigns to enable better budgetary control and to produce more targeted ad groups and copy.
The introduction of new campaigns, ad groups and keywords helped DPW to target a broader product range. As part of Minute Steak’s proactive, innovative approach, ongoing copy testing was employed to identify the best converting messages including price led, quality led, and extensive range. Minute Steak was able to provide insight on time of day, day of week and location to develop productive bidding strategies.
Results
- 264% increase in sales from April to December 2009
- 103% increase in click volume over eight months
- Profitable ROI and cost per sale
- High click-to-sale conversion rate of 4.43%
- Helped DPW see the true potential of their website to deliver sales and the value of investing in paid search
- Grew the business significance of the paid search channel to a point where it was valued so highly by DPW that they hired an international paid search manager.
Testimonial
“It was refreshing to work with such a professional and proactive agency. Minute Steak took the time to understand our objectives, clearly communicate each stage of their account management and provide detailed reporting to show the consistent improvement in result. We can now clearly see the contribution that paid search makes to our business success and have continued to invest in this channel to deliver valuable customers to our site.”
Charles Hunt, Managing Director, Duvet & Pillow Warehouse
