Having already a deep understanding of Pramworld’s business and their site, our discovery process was an efficient one. Following our same processes of story and assumption mapping their key ecommerce features and requirements, it was clear BigCommerce was going to be the perfect solution for them. Chosen for its open SaaS nature to allow further customisation and development by Pramworld’s internal development team, BigCommerce offered the majority of the scope’s requirements with their out of the box features, meaning limited custom work was required. A win-win for Pramworld, where this had been a bugbear while on Magento.
With this site migration, Pramworld wanted to keep their current design, so our UX team enabled this by providing the current design with some best practice tweaks to improve the user experience.
PPC & Paid Social
This project didn’t just end with the site replatform, Pramworld trusted us to help them with their acquisition strategy using Google Ads and Paid Social. This consisted of a PPC audit to look at the current activities and uncover areas for improvement with optimisation. Our acquisition strategist optimised the ad copy and introduced relevant ad extensions for maximum exposure and real estate on the SERP. We introduced Dynamic Search Ads to scale out the account, capture new keyword data, and generate more sales.
To capture customers who had already visited the site, we introduced Dynamic Remarketing via Display Campaigns. This drove customers back & incentivised them into converting and making a purchase. These campaigns proved highly profitable.
As a secondary revenue driver, we replicated the campaign structure within Bing Ads. Equally automated for easy management, straightforward structuring, and accessible optimisation as it is owned in-house.
Utilising the power of Facebook Advertising, we set up a fixed dynamic retargeting campaign to run evergreen and built a range of saved and lookalike audiences to leverage their ad testing moving forward. To provide Pramworld with better clarity of the contribution Facebook is having on the business, we provided a bespoke attribution model that allowed them to invest more smartly in their Paid Social activity to improve ROI.
David Winstanley