- £4.2m → £8msales doubled
- 3 leverstraffic, conversion and average order value
- On targetprofit targets met while growing
The situation
House of Worktops sells kitchen worktops online. It's a high-ticket, considered purchase: customers research carefully and buy rarely. The aim was to grow quickly while still hitting profit targets.
I worked with them through my own consultancy, providing marketing and ecommerce direction.
What I did
- A vision and long-term goals. We agreed where the business should be and what marketing needed to deliver to get there.
- A marketing plan built on three levers: more traffic, a higher conversion rate and a bigger average order.
- The right specialist partners. We found and briefed partners for PPC, SEO, email marketing and affiliate marketing, each with clear targets.
- A new look and feel for the site, on desktop and mobile.
- A seasonal trade plan, including Christmas, a summer sale and a Black Friday weekend event.
- Mentoring for the founder throughout.
The results
Sales doubled, from £4.2m to £8m, by driving traffic and increasing conversion and average order value. The business met its profit targets while it grew.
What other online retailers can take from it
- Start with a plan and targets, then choose partners. Not the other way round.
- For a high-ticket product, conversion and order value are worth as much as traffic.
- Even a year-round product benefits from a trading calendar with reasons to buy now.
He helped me completely restructure my Digital Marketing Strategy. We created a vision, long-term goals and then we went ahead and found the correct partners for PPC, SEO, Email Marketing and Affiliate Marketing. I am thankful to Tim for guiding and mentoring me throughout this process.
