A multifaceted digital marketing campaign has seen this back care product supplier transform from a fledgling startup to an established, multinational market-leader, generating millions of pounds in revenue after just two years.
Company Name:
Back Care Online
Company Size:
15 Staff
Sectors:
Services Echo provide to the client:
CRO Digital Marketing PPC SEOIn Revenue
Since 2020
Average orders per
day & counting
Operating
in 4 countries
Of sales generated
online via website
Although it’s now one of the UK’s go-to suppliers of back care products, Back Care Online didn’t start out this way. Like every business, it needed to get noticed and begin attracting customers.
It had a shiny new website, but it wasn’t being seen. The business wanted to change that – it wanted to raise its profile and establish itself as an industry leader.
We partnered with Back Care Online at the very beginning, and have been taking care of its website and marketing requirements ever since.
Our team conducted an in-depth SEO evaluation of the website, before implementing a raft of changes to help boost its rankings. We also wrote regular blogs and optimised page content to target all-important keywords. Our team also designed and built brand-new landing pages targeting crucial keywords, filling them with relevant and engaging content to help them rank highly in Google search.
We set up and managed a bespoke PPC campaign, running Google Ads to target potential customers and drive traffic to the website. To illustrate precisely how profitable each campaign was, we developed our own fully automated reporting system. This records how much profit each campaign and each brand is making, as well as their performance over time, and has proven instrumental in the ongoing growth of the business. Over (or under)-spending on ad campaigns is now a thing of the past for this company. Besides running ads, we also spent a great deal of time optimising the organisation’s Google Shopping feed using Google Merchant Centre. This included integrating their website reviews with Google Shopping reviews (helping the business improve its seller rating), and implementing a tool to automatically flag underperforming products.
Once we’d attracted more people to the site, we set about optimising the user experience. Through carefully considered CRO changes, we made it easy for customers to find what they were looking for… and persuaded them to convert. Changes included adding new product images and videos, FAQs (which also had an SEO benefit), a reviews feature, product labels and improved, more informative page content. We also implemented a series of tools and checklists to ensure consistency from page to page and monitor which actions were being completed by users.
To help Back Care Online keep up with rising demand, we implemented an omnichannel customer support ticketing system called Zendesk, along with a stock tracking system, forecasting software and overstock tools (which let the company know if they’re holding too much stock of slow-selling items). Being competitive on price was a vital consideration for the business, so we implemented automatic price monitoring software, which scans competitor websites and adjusts product pricing accordingly. Finally, we added an RMA return manager to the website, reducing their administrative burden and making returns easier for customers.
Not content to focus solely on the UK market, the team at Back Care wanted to branch out into overseas territories – and we helped them do just that. Our international SEO campaign allowed the company to successfully expand its remit to Australia and New Zealand.
Our team conducted an in-depth SEO evaluation of the website, before implementing a raft of changes to help boost its rankings. We also wrote regular blogs and optimised page content to target all-important keywords. Our team also designed and built brand-new landing pages targeting crucial keywords, filling them with relevant and engaging content to help them rank highly in Google search.
Thanks in part to our comprehensive marketing strategy, Back Care Online became one of the UK’s leading specialists in back care products – and it continues to go from strength to strength to this day.
Not so long ago, the company could have only dreamt of page one search rankings. Now? It ranks among the top three businesses nationally for a whole host of back care-related searches, allowing it to attract thousands more potential customers to its website. Pages that once lived on page five are now on page one, giving the business widespread exposure.
As you’d expect, this had a serious knock-on effect on the website’s performance. Sessions shot up 234%, transactions by 333% and revenue by a whopping 435.28%. If that isn’t a job well done, we don’t know what is!
Although we’re proud of what we’ve achieved with Back Care Online thus far, we know it’s only the beginning. Work on the website continues, just as the company continues to grow and thrive.
Want to add your company’s name to our list of success stories? Find out more about how we could help you below.
Initially only operational in the UK, we helped Back Care Online go global and begin selling in Australia and New Zealand with a bespoke SEO campaign.
With over 10,000 sales (and counting), Back Care Online is no longer small fry - it’s one of the sector’s leading specialist suppliers. Our work had a significant impact on the young company’s growth.
A highly successful Google Ads campaign - supported by our own in-house profit monitoring system - has allowed Back Care Online to generate over £1m in sales revenue from ads alone!
A number of products have risen to the front page of Google search, like the Travel Mattress Topper. This page is currently ranking second (out of 5,810,000 results), giving the company widespread exposure.
Back Care Online’s rise to become one of the industry’s leading suppliers resulted in attention from the Daily Mail, who referenced the business in an online article.
