ettitude
Helping an Australian eCommerce brand grow from humble beginnings to an international success.
Background
When it comes to bedding, Ettitude strikes the perfect balance between comfort, luxury and sustainability. Their passion for sustainability and knowledge of textiles for the home lead to the world’s first CleanBamboo™ fabric.
Ettitude approached SearchMax when they were a startup business. Like any startup, their challengers were real. Brand awareness and sustainable ROAS were key to their growth. From day one, Ettitude had a clear vision. Provided ROAS goals were being reached, spend could be flexible.
The Challenge
Taking a brand from a startup to a global eCommerce business takes planning, endurance and out of the box thinking. We have worked with Ettitude from its early inception days to its former glory. The main challenges were balancing search-demand with stock availability, and acquiring new customers, pushing boundaries while maintaining sustainable month on month ROAS.
Ettitude has a diverse team of individuals handling the social nd creative segments. It was our challenge to work together to deliver synergized results across all channels and maximise every opportunity.
Our Approach
With clear ROAS and customer acquisition goals, our approach was to first grow the business in Australia. We then expanded to the USA, Canada, New Zealand and Asia.
With futuristic growth plans in mind, each main market was built as a separate account structure. Having main zmarkets separated, helped us cater to seasonal demand (winter in USA and summer in Australia), choice of words used by each country/market and run independent sales (Memorial Day Sales in the USA, Click Frenzy and Black Friday in Australia).
Our Melbourne digital marketing agency uses Google Search, Bing Search, Google Shopping and remarketing to drive revenue. Google Shopping across all markets work extremely well and we further optimised shopping opportunities by engaging 3rd party ‘feed optimization’ service providers.
Reporting transparency is crucial as we work with a number of stakeholders in the business. We have developed insightful eCommerce reports that showcase performance by market, by channel and by product category. Having a rolled-up view as well as a detailed breakdown helps stakeholders make meaningful business decisions. Regular fortnightly catch up with the wider team helps flag issues early and maintain the expectations. Naturally, seeing PPC metrics improving puts a smile on our faces, but understanding the implications for business outcomes really makes our hearts sing.
Results
Since we began working with Ettitude, their account has grown from a shoestring budget to a very competitive eCommerce player in both Australia and the USA.
Revenue in both markets – US and AU, increased by 230% and transactions increased by 200% year on year through pay-per-click advertising
SearchMax effectively drove down the average cost per click by 7% and a positive return on ad spend has been maintained at 300% year on year.
Let’s Talk About Growing Your Business
We are a multidisciplinary digital marketing agency in Melbourne who can identify the cracks in your current marketing strategies.