Who they are
Walker & Hawkes is an established countrywear brand with a 30 year history making good quality, competitively priced clothes for hunting, riding, walking, or just those who love the traditional country look.
Although they do work with wholesalers across Europe, their primary sales channel is e-commerce.
What they wanted
Their website sales had plateaued, the digital marketing campaign was no longer delivering the same levels of return.
They turned to us to handle search engine optimisation (SEO)content creation, social media and email marketing, later adding paid search (Google Ads) to the mix
What happened?
%
year-on-year growth in web sales
%
ROI from paid search
%
increase in ROI from email marketing
higher social media engagement than industry average
Email marketing
Walker and Hawkes’ email marketing had been delivering good return, but had begun to stagnate thanks to a lack of segmentation in the audiences as well as designs that were rarely, if ever, refreshed. Over time, recipients became blind to the messaging and sales were starting to slip.
33% – RoI increase
We refreshed the look and segmented the audience into male and female to ensure the imagery and products were as relevant as possible, increased the number of monthly sends to three per audience (up from one-two in total previously), and implemented monthly A/B testing to ensure the email designs constantly evolved based on performance.
The result has been a 33% increase in average ROI on every email – from 441% to 591% per send.
Social media
Although Walker and Hawkes has an excellent library of imagery, frequently updated for the seasons, their social media feeds were failing to maximise these assets. Inconsistent messaging, repetitive visuals and a lack of social media best practices such as the use of trending hashtags meant that, while they had reasonable follower numbers, the reach and engagement was lower than industry standards. This meant they were both failing to reach potential new customers, and failing to encourage existing followers to spend more money with them.
By implementing a clear, consistent social media strategy, refreshed post visuals and an increase in Reels and Stories, we have achieved:
- Facebook post clicks increased by 113%
- Facebook post reach increased by 171%
- Instagram engagement increased to 16% (industry average 1.8% for retail)
- Instagram profile engagement increased by 168%
- Instagram profile views increased by 57%
- Instagram follower growth up increased by 3.6%
Search engine optimisation
%
increase in first position terms ranking
%
increase in ranking in top 5 terms
%
increase in ranking in top 10 terms
%
increase in Google Features Snippets
This, coupled with the omission of key information ‘behind the scenes’ on these pages (such as titles, page descriptions, image descriptions), meant they were at best low down on page one for most of their big ticket products. To make matters worse, missing or poorly written meta descriptions – the text that appears when your result shows in Google – meant the terms that were being seen by searchers weren’t being clicked on.
To date there has been a 413% increase in the number of terms the site ranks in position one, while it has also seen a large increase in the number of terms appearing in the top 5 (291% increase) and top 10 (101% increase).
There has also been a 352% increase in Google Features Snippets following on-page optimisation (eg reviews, star ratings, images, People Also Ask) – all of which help make the site more visible to potential customers.
Paid Search
Following the success of the other channels we managed, Walker and Hawkes asked us to manage their paid search, on both Google and Bing.
This meant they were effectively paying for clicks that they’d already have been ranking first for, so the sales being generated from this channel would have likely happened anyway, without the need to pay for a click.
By restructuring the account to focus on Walker and Hawkes’ most popular and highest value items, we were able to drive both a higher volume of sales and a higher return. The ROI in month one was 51%, and has continued to grow month on month.
What they said…
Get in touch
Unit 23 Space Business Centre, Molly Millars Lane, Wokingham, Berkshire, RG41 2PQ, UK.
Unit 23 Space Business Centre, Molly Millars Lane, Wokingham, Berkshire, RG41 2PQ, UK.