Case Study: How Using Remarketing Recaptured Past Website Visitors and Converted them into Customers

Our Client –  OakBeamUK.COM:

OakBeamUK.com, part of Original Architectural Antiques Ltd, is a specialist stockist for reclaimed and finished air dried oak beams.

Their website provides those looking for oak beams with an easy to use enquiry form, and also the ability to buy from a selection of listed popular beams online. They have been online since 2004.

When OakBeamUK.com Came to US:

• Like many websites find, OakBeamUK.com’s Analytics showed that over 90% of the traffic visiting their website left without converting
• The cost of converting a new customer was getting higher and higher from them
• The owner of the business, John Rawlinson was getting frustrated with his spend on Google Adwords and didn’t have the time to invest in learning it himself

The Headline Results We Achieved for the Client:

• 1,419 visitors re-captured back to the website over just a 3 month period
• Over 340,000 non-intrusive ads displayed to past visitors, maximising brand awareness whilst they browsed elsewhere.
• Cost per conversion 30% less than with Adwords Core Keyword advertising
• This was all achieved with less than 1 hours input from the busy business owner!

So how did we do it?

Let’s go deeper and talk you through the exact steps we took to achieve this for him.

The Client’s Problem:

Oak Beams are a considered purchase and therefore customers will invest time researching style, quality, cost, location, available sizes and availability of the beams across several suppliers before making an enquiry or purchase. OakBeamUK.com found that whilst they had a healthy amount of traffic coming to their website, largely supported by their Adwords Core Keywords activity, over 90% visitors were leaving the website without making an enquiry or completing a purchase.

This was a COST on a number of levels:

1. Loss of a potential sale
2. Lost repeat orders
3. Investment in driving traffic that generated little return

Clearly a better solution was needed that gave a clear profitability for the business.

Our  Expert Recommendation:

We recommended that OakBeamUK.com invest in Remarketing to keep their brand at the front of the visitor’s mind and to bring them back to the website to make an enquiry or place an order.

There were some KEY Questions we needed to answer for OakBeamUK.com:

• Could Remarketing bring conversions from traffic that had previously been lost?
• Could Remarketing work at a cost per conversion at least as profitable as the Adwords Core Keywords activity?
• Will past visitors to the website respond to the targeted adverts on other websites?

How Do we use Remarketing to bring back traffic and boost conversions?

Step 1: We set out the segmentation strategy for how to best target the Remarketing adverts to the past visitors to OakBeamUK.com. The aim was to re-engage lost visitors and encourage them back to enquire or purchase, so the segments were built around how visitors previously behaved on the website.

Step 2: The next step was to get the essential Remarketing tracking code applied throughout OakBeamUK.com. Digital Gearbox worked directly with OakBeamUK.com’s website builder to get this correctly and quickly installed.

Step 3: Once the segmentation strategy was agreed and the tracking code in place, the hard work began. The next step was for the team at Digital Gearbox to do all the time consuming set up activities and to create some really compelling adverts to encourage people to come back to OakBeamUK.com.

Step 4: The performance of any online marketing relies on expert optimisations so as soon as the remarketing went live the team were monitoring the results and optimising the campaign to give the client the highest possible return. That meant ensuring they generated more and more online sales and enquiries.

This was very intensive activity for the first few weeks, to ensure best results. However, after this period we constantly managed  the remarketing campaigns so that we could continue to maximise the performance!

The Feedback:

Results Recap:

• 1,419 visitors re-captured back to the website over just a 3 month period
• Over 340,000 non-intrusive ads displayed to past visitors, maximising brand awareness whilst they browsed elsewhere.
• Cost per conversion 30% less than with Adwords Core Keyword advertising
• This was all achieved with less than 1 hours input from the busy business owner!

Want to find out how we could help your business achieved results like these? Email us at [email protected].