Background
A UK-based luggage brand specializing in cabin suitcases, trolley bags, and travel accessories struggled with scaling its direct-to-consumer (DTC) sales. While they had a strong presence on Amazon, their own website was severely underperforming.
The Challenge:
Before working with us, the brand faced multiple roadblocks:
- Stagnant Website Sales: Generating only £18,000 in annual revenue (2020) with poor conversion rates.
- Chaotic Ad Account Structure: Inefficient Google Ads campaigns, leading to wasted ad spend.
- Over-Reliance on Amazon: Limited direct customer ownership, making profitability a challenge.
- Website Issues: Poor UX/UI, lack of CRO elements, and no retention strategy.
The Solution:
To transform their business, we implemented a multi-faceted growth strategy:
Full-Funnel Google Ads Overhaul
- Rebuilt the Google Ads account with structured campaigns.
- Segmented products into A/B/C categories based on demand, price competitiveness, and profitability.
- Launched Performance Max campaigns to discover high-potential “hidden gem” products.
- Used intent-based search keywords to drive high-converting traffic.
Website Optimization for Higher Conversions
- Revamped the entire Shopify store for better UX/UI.
- Added an AI-powered search bar, video commerce, and quick checkout options.
- Implemented landing page personalization based on user behavior.
Retention & Profitability Strategy
- Designed automated email sequences to boost LTV.
- Focused on re-engaging past customers via social media retargeting.
- Developed a margin-based bidding model to prioritize high-profit products over just ROAS.
The Results:
Our approach led to exponential growth in both revenue and profitability:
- Year 1: £330,832 revenue (10x ROAS)
- Year 2: £1.8M revenue (9.4x ROAS)
- Year 3: £3.3M revenue (11x ROAS)
Total Revenue (2021-2025):
£8.5M+ generated at an average 10x ROAS.
Key Takeaways:
- Profitability over Vanity Metrics – Margin-based scaling was a game-changer.
- Own Your Customer Data – Relying solely on Amazon limits growth potential.
- Website CRO is Essential – Ads bring traffic, but the website converts and retains customers.
- AI + Human Expertise = The Winning Formula – AI bidding works best when combined with strategic campaign structuring.
Final Thoughts
This strategy is replicable for any DTC brand looking to scale profitably and sustainably. 🚀
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