Audit, activate and accelerate with Marketplace Management

Trade Beds Direct, a leading provider of mattresses and bedding, recognised a growing need in the market for bespoke mattresses tailored to specific areas within vehicles, houses, boats, and caravans. To cater for the increasing demand, the company decided to establish a dedicated brand of their business, custom-mattress.co.uk, which focused on custom size and shaped mattresses.

Challenges:

The primary aim of the store was to create a user-friendly, professional website that effectively showcased their bespoke mattresses.

1. Complexity of Options: With over 2,600 choices including variations in size, shape, comfort layers and presenting these options in a clear and understandable format was crucial.
2. Ease of Use: We needed to ensure that customers could easily navigate the website, understand their options and place orders without confusion or complications.
3. Guidance & Support: Because of the large number of bespoke options available, it was important to provide clear and concise information like ‘How-To’ guides and measuring instructions. This guidance is there to help the customers choose the right product, feel supported during the buying process and reduce need for returns, which would otherwise be inconvenient, time-consuming and costly.

Solution:

Custom-mattress.co.uk partnered with CSP Commerce to address these challenges and achieve their objectives.

1. Brand Design: The design team created a clean, crisp and professional brand identity and layout for the website, aligning with the customer’s requirements. Carefully selected images were utilised to enhance the design, functionality, and call-to-action elements, for a visually appealing and engaging user experience.
2. Customised Shopify App: Given the unique requirements for custom fitted mattresses, an off-the-shelf Shopify app would have been insufficient to meet their needs, while a custom app was out of budget. To overcome this limitation, we enhanced an existing Shopify app, leveraging variant metafields to customise its functionality and appearance.
3. Enhanced Functionality: By customising the selected Shopify app, custom-mattress.co.uk could store specialised information such as sizes, shapes, and comfort layer options that weren't typically captured in default Shopify fields. This allowed for a seamless integration of the extensive range of mattress options into the website's product pages, enabling customers to easily browse and select their desired specifications.
4. Educational Resources: In addition to the product listings, the website incorporated comprehensive ‘How-To-Guides’ directly into the product pages, providing detailed instructions and guidance on measuring spaces. This educational resource assists customers in making well-informed decisions tailored to their requirements.

Results:

The implementation of the new Shopify website and customised app yielded significant results for custom-mattress.co.uk.

1. User Experience: The clean and simple design of the website, coupled with enhanced functionality, resulted in a clear user experience, great customer satisfaction and high engagement.
2. Streamlined Ordering Process: Customers could easily navigate the extensive range of mattress options, select their desired specifications, and place orders with confidence, resulting in a streamlined ordering process.
3. Sales and Conversions: With a user-friendly interface and comprehensive product information, the website experienced an immediate growth in sales and conversions.

By leveraging innovative design and customised development solutions, CSP Commerce were able to successfully address the challenges of presenting the large number of bespoke mattress options in a clear and understandable format, ultimately enhancing their customer experience and driving business success. Speaking about the project, Head of Ecommerce at Trade Beds Direct Wayne Dodd said:

“We wanted a website that was straight forward for our customers to use and would really drive sales and revenue. The team at CSP Commerce were extremely knowledgeable with Shopify and guided us through each step of the process to ensure we understood what was happening. “The new custom-mattress.co.uk website built on Shopify has already seen some great success and we are extremely excited to see how much further this will grow. Our relationship with CSP Commerce has been great from start to finish, and we would really recommend them to any ecommerce businesses out there looking to increase their revenue and online presence.”

Genuine Style is an ambitious company that sells designer sunglasses and is seeking to scale quickly. Prior to approaching CSP Commerce, without an internal marketing team, the company faced a major challenge in building trust with the consumer and establishing credibility. Our ecommerce marketing agency was brought on board to help rectify these issues.

Our Approach

We approached the problem by introducing our Amazon and eBay teams to work closely with their internal people to sell across all EU markets. We focused on reviews and social proofing, as well as improving messaging and brand positioning. Within one year, we expanded our services to include Google Ads, Paid Social and Email.

The Results

The results have been nothing short of remarkable. In just 12 months, our efforts have led to a conversion rate increase from 0.25% to 1.10%, a 1785% increase in product revenue, and a 301% increase in brand impressions on campaigns.

Feedback from the client

Commenting on the partnership of the two businesses Richard Harrison, Managing Director, said: “We've been working with CSP since 2020. This started with the management of our Google, Amazon (U.K and Europe) and eBay paid advertising and quickly progressed to also include all of our social media and email marketing campaigns. Connor and Zoe work hard on developing new content ideas and their presentation to develop our brand image and to maximise our RoI through Facebook and Klaviyo. We have seen some great results and are looking forward to seeing what the CSP team can deliver for us in 2023.” This case study demonstrates the power of collaborative work, shared success, and winning together. By working closely with our clients, we can help fast-growing ecommerce businesses achieve rapid growth and deliver real value for their marketing spend. In the case of Genuine Style, our combined efforts have led to a substantial increase in conversions, revenue and brand recognition, setting the company on a path to long-term success.

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From a £300 investment to forecasting a six-figure revenue this year, CSP Commerce has played a critical role in driving the ROI growth of Protein Package. Established in 2017, Protein Package is a rapidly growing online protein and nutrition business. It focuses on offering consumers a great variety of protein snacks at affordable prices. Having built a website hosted on Shopify, it now offers everything from protein powders to protein cereals and more obscure snacks like protein doughnuts.

Our ROI Approach

After its internal team experienced a good return on investment (ROI) on Facebook and Instagram ads Protein Package was confident paid marketing was worth investing in. However, the team was unable to drive a viable return on investment on Google Ads. On referral to CSP Commerce, we began working with Protein Package in order to reduce the CPA (Cost Per Acquisition) on Google Ads and grow revenue. We deployed A/B testing and analysed the collections before creating new Smart Shopping campaigns and Performance Max campaigns. These new campaigns utilised Google’s algorithms to expand audience reach, maximise product visibility and target multiple high-converting audiences.

The Results

In an increasingly saturated market, CSP Commerce has demonstrated its cunning ability to deliver results. In fact, since working together, we have refined their paid ads campaigns to increase impressions, clicks and conversions. Our work has significantly reduced the CPA and managed to double paid ads revenue (compared to before using the agency). One campaign recently ran Ghost Lifestyle, in a short space of time the brand increased its CR to 6.64%, up from 3.76% prior to our management. This helped to drive a higher return on investment at 1,239%. Compared to our organic growth, paid search was x2.6 faster at driving revenue for Ghost Lifestyle, which is a testament to the performance marketing team’s understanding of the intent of shoppers and applying this to the campaigns created.

Feedback from the Client

George Greenhill, Founder of Protein Package, commented: “We picked CSP Commerce over other agencies because of their mutual growth success model. The pricing model means that we only have to pay for the results that we achieve. This flexibility provides confidence that CSP Commerce has a shared interest in helping us to grow and reassures us that they are actively working to optimise our campaigns each month. We also have monthly meetings with our account manager who informs us of any changes, experiments and of course, our results.

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