Instigating a transformation for World of Wallpaper
- 163% Organic revenue
- 165% PPC revenue
- 175% Google Shopping revenue
What were World of Wallpapers goals?
As the public was plunged into lockdown in March last year, many people decided to try and use the time as productively as possible by taking on projects around the house. To try to meet demands of customers and maximise revenue growth during this period, our PPC team employed new tactics which complemented the long-term SEO strategy which had been carried out over several years.
With renovations becoming commonplace during a condensed period, we worked to grow online sales and maximise revenue within a 6.0 ROAS target. This was bolstered by organic SEO strategy which focused on increasing visibility, traffic, and organic transactions.
What was Red Hot Penny’s approach?
From the early stages of our SEO strategy to the post-lockdown period of surging sales through PPC, our approach took a variety of different forms:
- Adopting user-friendly site structure (SEO)
- Authoritative content to refine topic targeting (SEO)
- eCommerce SEO best practices implemented on-site (SEO)
- Open budget approach (PPC)
- Profit focus (PPC)
Following the successful launch of a new website in early 2018, with guidance throughout the process from Red Hot Penny, the next step from an SEO standpoint was for the brand to penetrate the top segment of online wallpaper retailers.
We focused on a user-driven site architecture combined with informative, keyword-rich on-page content to ensure targeted organic traffic was directed to the website through Google. Combined with extensive market research and competitor analysis, this approach led to increased visibility across key search terms, with the website acquiring top positions in high volume searches.
All of this meant that when the pandemic hit, the World of Wallpaper domain had a solid foundation so that the PPC team were able to drive traffic at a time of need for the consumer, which was far more likely to convert.
In a time where market trends were so uncertain, we worked with the client to establish efficiency metrics for the paid media to pivot around. By establishing a 6.0 ROAS target, we were able to be proactive and make decisions without using the client’s time, which needed to be spent ensuring they could manage logistical issues.
We also worked with the client to establish a profit focus, by exploring the effect of margin and the relationship between rolls per order. Some products with a low Average Order Value (AOV) but a high number of rolls actually proved more profitable due to logistical savings, as the company operated with smaller warehouse teams through lockdown.
The effect of these services running concurrently has produced long and short-term results and in a volatile market, increased revenue through this phase has influenced business security and progression.
What were the key results?
- Organic visibility increased by 311% Y-o-Y, up 2,300% over the last two years
- Organic revenue increased by 163% Y-o-Y, 401% over the last two years
- Traffic from organic channels increased by 249% Y-o-Y, 585% over the last two years
- 9,000+ keywords in top-3 position
- PPC revenue up by 165%, maintaining 6.0 ROAS target
- Google Shopping revenue up by 157% Y-o-Y
- Pure Brand Traffic up by 170%
What our client said
“Richard Deamer, Director
Throughout every aspect of the pandemic, Red Hot Penny have worked alongside us to ensure we maximised the potential and met the needs of our customers. We have found them very approachable and have been impressed with their understanding of our business. Their ability to quickly react to the ever-changing landscape has left us in a very healthy position as we approach some semblance of normal trading.”