As an online marketing agency, you have to add value for your clients. This year, together with FindFactory Creative Performance Agency, we at Heroes of Tomorrow achieved great results for Bopita!
Having previously focused on the B2B market, they shifted their focus to consumers at the end of last year. That calls for a completely different strategy, and Heroes of Tomorrow was more than happy to help! Curious what we did? Read on!
What we worked on
Strategy
We started by thoroughly analysing the bottlenecks and getting to know the client and the business properly, to find out where we could make an impact fastest. Based on that, we drew up a plan and tackled the points below.
CRO
One of our first actions was fixing bottlenecks on the website. Microsoft Clarity showed us that visitors struggled to place an order and check out. Fixing these problems brought gains across every channel.
SEO
We fixed a number of technical SEO issues. There was also internal competition, with the wrong pages ranking for keywords. We added pages and rewrote and merged copy to fix this.
Paid search
Together with FindFactory Creative Performance Agency, we tightened up the paid search campaigns, tested various things and allocated budgets better for maximum results. We now analyse the results every two weeks and, if they meet our requirements, raise the budget by a pre-agreed amount.
Data insights
There’s plenty of data available, but what do you look at, and what insights does it actually give you? We compared the data from the CMS with Google Analytics to safeguard data quality, and built a report to give the client relevant insights. We analyse daily revenue against the weather, so we can see how much good or bad weather affects that day’s sales. This lets us make valuable comparisons with future years and predict trends better.
Affiliate marketing
One of the most recent things we’ve done is launch affiliate marketing. Working with publishers lets us grow the client’s brand awareness and appear in front of the right audience at the right moment. For this client, we chose to work with Daisycon Netherlands, whose support was excellent in getting everything working in the client’s custom CMS.
Collecting reviews in Germany
With this client, we noticed the German market was hard to activate. So we teamed up with Trusted Shops to collect reviews for the German shop. The widget is now live and the trust mark will follow shortly, which should help us win German shoppers’ trust. Meanwhile, we’re putting the ad budgets fully into the Dutch and Belgian markets. Together, these two countries already account for 75% of total revenue, but there is much more potential there.
Results
We increased visitors by 𝟭𝟭𝟴%, orders rose by 𝟭𝟱𝟴% and revenue grew by 𝟭𝟳𝟱% compared with February! We’ve only been at it for 6 months and have countless plans and ideas to grow Bopita’s revenue much further. By working on site at least one day a week, we keep the lines short and can make a lot of great progress.
Next steps
Partnerships
By working with various partners who sit right in the middle of our audience, we want to raise the Bopita brand’s profile even further. As well as targeting the heart of the audience, this helps improve organic search results and increase willingness to buy.
Email marketing / marketing automation
By making smart use of the data we collect through customer opt-ins and newsletter sign-ups, we can show people the right information at the right moment via newsletters. When we have nothing commercial to share, we’ll mainly use this channel to help people learn more about using a bed and helping children sleep as well as possible. That way we stay on our audience’s radar in a positive way until the children move on to an adult bed.
Improving reporting
We already look at a lot of data and have checked its accuracy. Going forward, we can improve these reports further to gain even more relevant insights for adjusting marketing and operations where needed, for example a clearer view of the effect of stock status changes or price adjustments.
CRO improvements
We already look at a lot of data and have checked its accuracy. Going forward, we can improve these reports further to gain even more relevant insights for adjusting marketing and operations where needed, for example a clearer view of the effect of stock status changes or price adjustments.
Working systematically with budgets
There’s still plenty of room to raise budgets: we currently reach around 10 to 15 per cent of the potential audience in Google Ads. Because we also want to maintain a good ROAS and cost per sale, we raise budgets systematically, sticking to pre-set parameters so we know how far we can go. That way we increase orders without giving up too much on what an order is allowed to cost.
Branding
In the Netherlands and Flanders, Bopita is a strong brand that stands for quality and reliability, with sustainability also high on the agenda. This strong brand can be positioned even more strongly, so shoppers know they can order their new nursery or children’s room from Bopita with complete peace of mind. We do this with radio ads and visual creative, among other things. There are also plenty of opportunities to build a strong brand abroad, which will boost campaign performance too.
