Driving virtual footfall direct to Lipsy’s online store
- 738% Increase in Shopping revenue YoY
- 941% Increase in revenue in 2 years
- £0.01 CPCs on mobile brand terms
Young fashion brand, Lipsy, wanted to grow their direct-to-consumer sales, but just how did they increase their revenue by 942% in only two years?
What were the main business goals for Lipsy?
Leading young London fashion brand, Lipsy, wanted to grow their direct sales with a direct-to-consumer marketing strategy. We knew to achieve this they needed a tailored mix of our paid media, organic search and content services to help drive much more traffic to Lipsy’s online store.
How did Red Hot Penny help Lipsy achieve success?
We put together our paid media, organic search and content teams to build a complete marketing strategy for increasing sales through Lipsy’s own site.
In a saturated online marketplace, Lipsy needed their stylish dresses to appear in searches and drive shoppers to their Lipsy website to complete their purchase. Red Hot Penny took over Lipsy’s AdWords account, separating out campaigns and targeting specific clothes category searches.
We went granular with keyword lists, match types, ads and landing pages, with one goal in mind – to improve Lipsy’s search relevancy.
We then introduced Google Shopping to the mix, the perfect pairing to Lipsy’s product and website business model, helping them appear in Google’s above-the-fold window display.
Facebook and Instagram were added as another direct marketing channel to re-capture lost leads, becoming a huge source of revenue for Lipsy.
Our next strategy was to remove outdated category pages and re-categorise clothing lines to better match smaller volume, specifically targeted searches. We then created up-to-date categories for new products and our content team produced helpful category copy.
An insight into seasonal search behaviour peaking ahead of launch dates meant seasonal categories were launched a month before search terms rose showcasing seasonal product trends and all written in the new Lipsy tone of voice to speak to their target consumers.
Our work with Lipsy was even recognised in the UK Biddable Media Awards 2017.
What were the results of our integrated search strategy?
Our paid and organic search tactics saw Lipsy’s revenue increase 127% YoY and generated an incredible 941% increase in revenue in just 2 years of working together.
Lipsy’s new Google Shopping direct sales channel also saw massive growth with a 738% increase in revenue YoY.
Not only that, but mobile CPCs were brought down from £0.25 to just £0.01 for Lipsy’s brand terms and top positions were maintained despite ongoing competition from resellers.
If you would like to find out more about increasing revenue through new and unique marketing strategies, get in touch with Red Hot Penny.
What our expert said
“Andy Boreham, Paid Media Manager
Refining Lipsy’s PPC and Shopping accounts through both extensive search term management and negative sculpting has allowed us huge growth within the generic fashion space. This is in addition to our brand PPC campaigns, which saw us reduce costs to just £0.01 CPC on mobile. Facebook and Instagram advertising helped to make our messaging consistent across channels, and added significant revenue of its own. Organic search ranking improvements and paid search channels combined have helped Lipsy take up more result real estate across all devices, and significantly increase their top-level revenue.”