Home & Roost are a family run pet accessory business specialising in hutches and runs for rabbits and other household animals. As an established business, they had already experienced some online success, but came to Plug & Play for a new eCommerce website that would increase their search engine visibility and online conversion rate.
- Lead time:
- 4 Months
- Sector:
- Retail
- Target Type:
- B2C
- Demographic:
- Family Consumers
- Website Goal:
- Increase Online Sales
- Services:
- eCommerce Web Design, Web Development, Digital Strategy, Digital Marketing
- Scope
- Custom Design
- WooCommerce
- WordPress CMS
- SEO
- PPC
- Facebook Ads
- Google Shopping
- Resource
- 1x Marketing Strategist
- 2x Digital Marketing Specialists
- 1x Website Designer
- 1x Front-end Developer
- 1x Backend Developer
- 1x Project Manager
- 1x Quality Assurance Tester
Reassurance messages
Home & Roost is not yet a household name so to combat customer reservations about buying online from a company they haven’t heard of, we established reassurance signals throughout the site. To help users qualify Home & Roost as a reputable and reliable retailer, we added ‘Reassurance messages’ to the top of each page and in key places on product pages.
Trust Pilot integration
Third party reviews are crucial in eCommerce sales and Home & Roost make excellent use of Trust Pilot to collect reviews. We integrated with Trust Pilot and prominently displayed their high star rating throughout the website.
Green ‘in stock’ message
Product pages display a prominent ‘In Stock’ message in green to highlight to users that the product they are looking at is available and ready to purchase.
Post-launch website results
The Home & Roost website experienced large improvements in search engine rankings and sales following the launch of the new website.
+
1
88
%
Increase in eCommerce transactions as tracked by Google Analytics
+
1
76
%
Increase in website revenue as tracked by Google Analytics
+
1
106
%
Increase in organic traffic as tracked by Google Analytics
Improving display advertising
Home & Roost were investing a lot in Google Ads spend but not seeing sufficient return on their investment. We rebuilt their campaigns, focusing on reducing their Cost Per Click and increasing their PPC eCommerce conversion rate. Within a few months their revenue from PPC visitors had increased by 146%.
Home & Roost were running display advertising but were not getting many clicks, despite having a healthy budget. We reviewed the display advertising campaign and with a negligible budget increase were able to increase their number of clicks by a huge 874%.
“Working with the team at Plug & Play has been a pleasure, their professional and positive attitude to whatever you throw at them is refreshing and from past experience most welcome. P&P’s desire to understand our business from the start of our relationship has enabled us to grow into new areas of the market we hadn’t considered before.
We see Plug and Play as part of our business family rather than an agency we use and look forward to the future as we go from strength to strength.”
Search Engine Optimisation
We undertook competitor analysis and keyword research for Home & Roost to create a targeted SEO strategy. Then, by focusing on optimising and expanding the copy throughout the website and improving the website code, we helped Home & Roost achieve a huge increase in their Google rankings.
SEO keyword results
The digital strategy implementation resulted in a huge increase in Google keyword rankings and a 106% increase in organic traffic. Home & Roost became more visible in the search engines and were being found by more of their target customers.
