Performance Stealing Marketing Share
Thanks to Brave’s support LK Performance is now the market leading retailer in the automotive wheels and parts space that aimed to be the number one, not only from their bricks and mortar location of Bradford in the Yorkshire region but also online so they can provide their services on a global scale 24/7, 365 days a year.
Brave was asked initially to uplift and redevelop its existing website which although serving a fairly healthy volume of sales and enquiries, had stagnated over the years and justified a complete overhaul. Whilst we were in the initial consultation period, we recommended a redesign of the logo/brand itself to ensure the newly designed website would have a stronger finished and modern feel. Next is what we unearthed, missed marketing growth opportunities…
Throughout the course of LK Performance’s partnership with Brave, their campaigns were set up to succeed in the first instance and have gone from strength to strength with the help of a well-considered website CRO analysis, UX design, alongside a strong SEO, PPC and Social Ads strategy that has taken them from being a medium size niche online retailer to a large-figure market disruptor in the space of the first two years since the relaunch. They now receive a mass of organic users per month and they now own the “Car Make, Model, year, brand” search landscape.
- Website Design
- Bespoke Development
- CRO Audit
- Data Manipulation
- SEO & PPC
- Cleckheaton, Bradford
76.5% Increase in Organic SEO Users
The benefit of covering detailed SEO activity for this client means we have been able to continuously monitor and work on activities such; Technical SEO, Content Strategy/Generation, Regular Keyword Research, Content Updates and Link Building. When judging how effective the SEO strategy is we are always looking at these aspects: organic traffic growth, number of keywords in Top 3, 10 and 100 positions.
Ongoing Organic SEO Success
Increase in new organic users
Increase in new organic sessions
Increase in new organic sales
The Overall Brand Challenge
The challenge to develop a new E-commerce top-drawer website, whilst needing to acknowledge its link with its brand’s history was briefed to Brave right from the beginning. It needed to give the impression of performance in a visual sense, as well as in name itself.
From a E-commerce perspective, we wanted to create a website that reflected the LK Performance proposition and would appeal to their target audience, which are themselves brand followers. As a business, LK Performance knew that they needed to develop the website to support their website sales, telephone sales, as well as the bricks and mortar customers. The main object was the improvement the user experience (E-commerce conversion) so that consumers could engage with the brand, find exactly the right product for their vehicle, and then ultimately checkout quickly.
“Overall, we are extremely happy with Brave as they cover so much being a full-service agency – makes my life easier. Working with them has been a pleasure since 2017, supporting us with creativity, strategy and development. We’re now a major player thanks to their help.”
After critiquing the existing site, Brave set about to solve several functionality issues that were having significant impact on site conversion levels. We also believed that the old existing brand wouldn’t engage with the audience and could potentially hinder the design aesthetics of the new website design – we needed to discuss a rebrand.
The entire site was redesigned from the ground up, meaning that no pixel was left unturned – we call this a complete re-skin.
Digital Marketing Growth
Search and paid advertising eCommerce has changed significantly in previous years and continues to grow at an aggressive rate in the coming months and years. After carrying out a detailed eCommerce website audit of LK Performance’s landscape, we were in a prime position to formulate a strategy for search and paid (PPC) advertising to kick-start a new growth campaign. The objective, to become number one in the performance wheels and parts space. We’d managed to establish changes in customer behaviour, technology and how search results were presented from this specific sector’s angle, meaning that we could apply a set of tactics to achieve Digital Marketing growth success, blending technical SEO, PR, content marketing, data analysis and display/social advertising.
The results speak volumes and put the word Performance in Performance Marketing!:
Paid PPC Performance Results
+ 21 %
Via Paid Revenue YoY
+ 19 %
Conversions up YoY
+ 152 %
Social Ads Revenue
Social Paid Performance Results
+ 10 %
Paid Conversion Increase
- 40 %
Reduction in Social CPM
- 29 %
Reduction in Social CPLC
Creating Brand Champions
We wanted to create desirability for the brands LK Performance sold, customers should not only express loyalty and preference, but they would also show a desire to act as brand champions, participate in online social communities, co-create new/ground breaking ideas. Brave were keen to ensure all product brands were respected and were easy to display in various formats at key touch points throughout the website.
Overal Total eCommerce Results
+ 71 %
+ 15 %
+ 24 %
We’re really proud of what we’ve developed for LK Performance so far, and we couldn’t have done it without fully immersing ourselves in the industry over previous years, working with other similar clients and listening. There are lots of exciting new projects planned and we look forward to working with LK Performance.
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