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Canopies UK

Canopies UK are a Lancashire-based leading designer, manufacturer and installer of quality outdoor canopies for homes, schools and commercial properties. To support their TV and print activities, they needed to turn their attentions to online.

Objectives

01 Increase Traffic

Significantly increase organic traffic to the site's destination pages

02 Drive Conversions

Increase the number of quality conversions to 80 per month and an organic conversion rate of 3.3%

03 Boost Paid Search

Achieve a cost per acquisition of £18 from Paid Search

Challenges

01 Search landscape

Attract traffic from varied audience segments that use similar keywords

02 On Site Journey

Make sure traffic landing on the site finds the information relevant to them to compel them to act

03 Brand cut through

Achieve cut through in a market with little differentiation between competitors

The Strategy

When it comes to the canopy market, we’ve got it covered!The primary target audience for this campaign were domestic homeowners looking to make practical and aesthetic improvements to their properties, for example, installing a patio and door canopy or carport.

Search Visibility

Ensure market-dominating search visibility across all the major search engines in order to generate as many leads as possible from the active market via technical SEO, PPC and UX.

 

Brand Awareness

Build the brand as the primary market choice, and develop demand from people who had not thought about this type of home improvement. This was achieved through effective use of Content, Online PR, Paid Media and carefully integrating campaigns with TV and Press advertising.

The Results

  • 01

    139% increase in organic non-homepage traffic

  • 02

    57% increase in total traffic

  • 03

    Overall conversion up from 2.3% to 3.3%

  • 04

    Page 1 rankings in Google search results for key volume driving search terms

  • 05

    47% decrease in offline media spend due to positive online impact

The Client's Own Words

The campaign showed Return’s integrated approach across all media to produce bottom line results for our business in a niche market. Collecting insights from all channels and using it to optimise the campaign as a whole took this beyond a simple SEO campaign with the ultimate measure of success being a £2 million increase in top line revenues.

Rob Cassidy, Marketing Manager

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