Brave's Experience & Recommendations

Since working with Brave, Spill Shop has rebuilt and redesigned its old, slow Magento store into an enterprise bespoke WooCommerce store, whilst recommending a full brand refresh with a new set of guidelines, logo and brand colours. The new website was designed with CRO in mind, this was driven by the data that SEO and PPC were able to share with the design team which paved the way for a high conversion rate compared to the previous design we inherited.

SEO and PPC have proven to be extremely successful for Spill Shop seeing huge growth in sales up to 90% YoY.

Challenge & Approach

Firstly, the advice was to rebrand as it was our recommendation that if we were to relaunch the website then we should strongly consider elevating the positioning, tone of voice and general appearance to ensure we could beat all other competitors in the sector.  Once this was completed, we were in a strong position to redesign and develop a best-in-class eCommerce website to aid the conversion rate which in our research was lower than expected.  We not only designed the site, but we planned full wireframes, content planning and user persona analysis to maximise the delivery of a new site look and feel. This then led to our ability to plan and build the organic presence and keyword rankings of the website as we had full control over the destiny of the site’s ability to be found for converting keywords – this was all down to the tight collaboration between the SEO team, design team and developers.  During the build, checklists were put in place to make sure all product and category content for SEO and CRO were adhered to. Finally, to drive sales via Google Ads at a profitable level, all landing pages were built with the highest quality scores and again, since we were in the driving seat, we had control to tailor all of the possible considerations for maximum sales conversions.

SEO Strategy

By introducing integrated marketing campaigns, we were able to deliver results from all key avenues including Google Search, Google Shopping, Organic (SEO) overall visibility across all arms of digital at launch allowed us to effectively scale up sales for Spill Shop.

In order to ensure that the Spill Shop website is able to perform to the best of its potential, we carried out Core SEO on the website from launch. This covered a variety of aspects of the on-page optimisation, in order to ensure that each page follows SEO best practice guidelines.

Another key SEO objective was the category and product content optimisation as this helps improve the chances of a user pushing through to a sale. By providing the right level of information for a user, you are able to build a level of trust with them. Through the optimisation of this content, we helped to boost and solidify page rankings for a variety of keywords whilst also helping to increase the organic revenue MoM.

PPC Management

To give Spill Shop’s PPC the best chance for success we conducted a full audit on the historical performance of the Google Ads account. We identified a number of issues in the account which had led to significant wastage. Based on the audit we carried out we were able to effectively create a new best practise Google Ads account structure which gave the account the best opportunity for success.

We split the campaigns by category and narrowed down the keywords, removing any non-performing terms over time. We created the adtext to be product-focused with multiple ads to
A/B test. Running tests like this is paramount to any successful campaign! We then went on to update the landing pages consistently until we could provide all the information users need to an optimal level which then in turn needed to encourage them to make an order or enquiry with a
strong ‘call to action’. We focused on achieving a high-quality score for each and every keyword, to give the lowest cost-per-click and cost-per-conversion.

Our Brand First Approach

We were keen to recommend how important a new brand identity piece first that had to stretch to the eCommerce website design would be rooted in the creative spark that sometimes hides in the simplest things. It started with our design team who were inspired by the essence of what The Spill Shop do, and what the company stands for and specialises in; spillage control. The image of a neatly abstract view of fluid and a spill with an underlying protective lower line made simplistic sense. In identity design, we transformed sketches into the graphic icon itself and in the latter stages exploring the option of adding the company slogan to support the logo type. Colours were more or less kept similar to one of the original colourways but these colours were boosted in hue to add impact. Once approved, full brand guidelines were finalised which then led to a full set of marketing collateral for print and digital media being produced for consistency of tone of voice in both visual identity and communication style.

What's Next?

Since we have been working with Spill Shop we have exceeded our targets and changed our ways of working, promoting agility in account management, pushing for a continuous test and learn approach, and striving for innovation.