“Frugi see their sales conversion target exceeded by 142% using PPC with Minute Steak”
The Client
Frugi is an ethical clothes retailer, specialising in organic fair-trade clothing for babies, young children and breastfeeding mothers.
The Objectives
- Increase conversion rate to over 4.5%
- Achieve break even ROI
- Profitably grow media spend to £1,500+/month
Why Minute Steak?
Minute Steak was chosen due to its proven success with existing retail clients of a similar size, product range and budgets. Minute Steak’s low cost fixed management fee was key in Frugi’s decision; the fact that there would be no long-term contract offered limited risk. Frugi knew that by operating on a fixed management fee, the account and media spend could grow without incurring incremental costs. In addition, Minute Steak’s links with the award winning digital agency Steak meant Frugi felt safe and confident in the knowledge that Minute Steak could draw on these expert resources and experience.
The Approach
After a careful and detailed review of the existing account, Minute Steak decided to build a new account to ensure a cost effective campaign structure with ad groups that could be targeted to improve quality scores. Minute Steak used its insight to focus heavily on the breastfeeding clothes area as this was a key section that Frugi wished to grow and this campaign has been very successful. The team also completed ongoing analysis to identify extensive negatives and search funnels to increase the conversion rate.
The Results
- Exceeded conversion rate target by 142%
- Profitably grew media spend to £1,500/month
- Increased ROI to over 7
- Now managing SEO activity alongside PPC
Testimonial
“It’s a huge relief to work with such a responsive and flexible company. We saw great improvements in our PPC campaign soon after Minute Steak took on our account and we have been delighted to see such positive results. They know all the ins and outs of paid search, and their insight is invaluable to a small company like ours. We’re now also working with them on our natural search marketing.”
Henrietta Copeland, Marketing & E-Commerce Manager, Frugi
