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ECOMMERCE · RECOMMERCE · UK NATIONWIDE
SERVICES WE RUN
PPC
CRO
MARKETING SOLUTIONS
Ecommerce Marketing
D2C Marketing
Performance Marketing
Profitability Growth
Email Marketing
◆ AT A GLANCE ◆
Contribution per £ of spend
Measured after product cost, delivery and fees, not platform-reported ROAS.
Cost per acquired customer
On new customers only, with brand search separated out.
Repeat order rate
Share of orders from customers who had bought before.
To first full month at target
Against a forecast of twelve to sixteen weeks.
At the client’s request, every figure on this page is relative. We publish movement, ratios and timeframes; we do not publish revenue, spend, order volumes or costs per action in currency. If you would like the absolute numbers behind any of this, the client is happy for us to walk through them on a call under NDA.
◆ THE STARTING POINT ◆
WHAT WE INHERITED
One Performance Max campaign carrying every product line, with brand searches counted as conversions inside it
Three separate conversion actions firing on the same event, inflating reported conversions by roughly a third
A product feed exported once at launch and never revisited: missing barcodes on over half the catalogue, and titles written for the category page rather than for search
Email running as a broadcast tool with no automated flows, sending to the whole list regardless of when someone last traded in a device
A target return set four years earlier, against a margin that had since changed twice
◆ THE DIAGNOSIS ◆
Once brand search was separated and the duplicate conversion actions were deduplicated, the account’s real new-customer return was a long way below what the dashboard had been reporting. Nothing had been going wrong month to month; the measurement had simply never been rebuilt after the first tracking change.
Fewer than a third of products were eligible to serve at all. The campaigns were bidding hard on the small slice of the catalogue Google could actually match, which made the return look efficient while the majority of the range was invisible.
Spend was distributed by what converted most easily rather than by what earned most. Two product groups with materially better margins were receiving a fraction of the budget they could profitably absorb.
Customers in a recommerce business come back on a predictable cycle, and nothing in the setup recognised that. The list was being emailed as one undifferentiated group, which suppressed engagement and taught the algorithm very little.
◆ THE WORK ◆
PHASE 01
Weeks 1–3
Deduplicated the conversion actions, rebuilt the tracking against the store’s own order data rather than the platform’s, and separated brand search into its own campaign so new-customer performance could be seen on its own. No budget moved during this phase. It is the least visible work on this page and the reason everything after it could be trusted.
PPC
CRO
PHASE 02
Weeks 3–6
Rewrote titles around how people actually search rather than around the category structure, filled in barcodes and attributes across the catalogue, and added custom labels carrying margin tier and stock position so campaigns could bid by what a product earns rather than by what it sells.
PPC
PHASE 03
Weeks 5–9
Rebuilt the account on performance marketing principles: split the single catch-all campaign into groups aligned to margin tier, with targets derived from the real contribution of each group rather than one account-wide number. Protected test budget was ring-fenced for newer lines so they were no longer competing with established bestsellers for the same pound.
PPC
PHASE 04
Weeks 6–10
Reworked the product and quote pages around the three objections that were actually stopping people, cut the quote form to the fields that mattered, and made the trade-in value visible without scrolling on a phone. Conversion work ran in parallel with the campaign work rather than after it.
CRO
PPC
PHASE 05
Weeks 8–14
Rebuilt email marketing from broadcast sending into flows built around the recommerce cycle: post-trade follow-up, a replenishment prompt timed to the device lifecycle, and a win-back sequence for lapsed customers. Customer value was then fed back into the ad targets so acquisition could pay what a customer is genuinely worth.
PPC
◆ HOW IT IS RUN ◆
One principal operator
The person who built the account is the person who runs it and the person on the call. No account manager relaying instructions, and no junior learning on the budget.
Weekly, not monthly
Search terms, feed health, placements and creative reviewed every week. Waste is cut as it appears rather than explained after the month has closed.
One number, collated
Each channel is read on its own terms by the operator, then collated into a single investment-and-return view. That is the number the client steers by and the one we are judged on.
Test budget is ring-fenced
A fixed share of spend is protected for testing so new lines and new channels are never competing with proven ones for the same pound.
Reallocation is built in
When the constraint moved to the site and then to email, effort moved with it at no extra cost. The total is what we answer to, not the channel.
Everything is theirs
Accounts, feed, flows and tracking sit in the client’s name and have from day one, on thirty days’ notice.
◆ WHAT MOVED ◆
Head of Ecommerce, WeBuyAnyPhone · illustrative placeholder
◆ WHAT IS NEXT ◆
Extending the margin-tier structure into the marketplace channels, where visibility is still being bought on rank rather than on contribution
Testing paid social as a demand-creation arm now that the site converts well enough to absorb colder traffic profitably
Bringing the device lifecycle model into the ad targets, so acquisition can bid on predicted second-trade value rather than first-order value alone
Moving the weekly reporting into a single view the board reads without translation