Winfields Case Study Miriam 2019-03-21T11:52:25+00:00

Case Study

Winfields

  • increase in traffic
  • increase in revenue

Background

Winfields Outdoors is a stockist of tents, camping equipment, outdoor clothing, footwear and accessories. They had a reputation as a reputable offline retailer but had very little online presence. We Influence were tasked with building marketing strategies through several key digital channels that would drive converting traffic through the new ecommerce website.

Result Highlights

57% increase in traffic (YoY – Q3/4 comparison)

199% increase in revenue (YoY – Q3/4 comparison)

SEO

At the start of their SEO campaign, Winfields had very little organic search presence and any traffic coming to their site through the channel was heavily brand biased. We Influence built out a highly targeted keyword strategy and managed the site architecture and all other technical SEO issues to ensure Google could crawl and index the site effectively. We also revamped all on page content, and developed a content campaign based on seasonal keyword search trends to support traffic and link acquisition efforts. The careful management of on and off page SEO produced some excellent results.

58% new user traffic growth (YoY)

51% revenue growth (YoY)

PPC

The outdoor clothing, gear and accessories sector is highly competitive with well established brands employing aggressive bidding strategies on the most profitable keywords. Our PPC strategy needed to quickly identify the potential opportunities that existed in this landscape, while carefully managing ad spend to ensure Winfields was getting a healthy ROI. Here are some of the results we were able to achieve.

90% revenue growth (YoY)

126% improvement in ROAS

Affiliates

Prior to working with We Influence, affiliates were not a channel that Winfields were using. With this in mind, we split our recruitment campaign into 3 main areas, voucher code sites, product aggregator sites and product focused content sites. Voucher codes sites maximised Winfields’ visibility with savvy customers and focused on pushing high AOV items, while the aggregator sites have additional exposure to shoppers looking to purchase specific products, but were unsure where to buy them.

The product focused content sites, were able to provide high levels of sales from audiences that were researching products heavily before they committed to the purchase and drove new customer sales and brand awareness. One of the biggest wins of the campaign was using sites like HotUKDeals to push stock clearances, managing to clear some lines within a matter of hours.

414% traffic growth (YoY)

956% revenue growth (YoY)

What We Did:

SEO / Content Marketing / PPC / Paid Social Advertising / Affiliates / Email Marketing

“We’ve worked with We Influence on both development and digital marketing activity and they have helped our business achieve some fantastic results with revenue growing almost 200% through our website.”

Andrew Lowe – Website Manager, Winfields

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