Increasing website conversion rates
In depth site user analysis enabled us to identify pinch-points and more than double conversion rates.
Google Ads – Turning leads into sales.
Case Study: Stitched.co.uk
Stitched are a young, up and coming business, selling made-to-measure curtains and blinds online.
As a startup, they need to see serious growth and, as an entirely online venture, they need to generate the majority of that growth online.
PPC is an essential sales strategy for Stitched, and with high growth targets, they needed to ensure that their ad spend was turning leads into sales.
Where were the best customers coming from?
Potential customers begin by ordering a fabric sample from the Stitched website, before making a decision on whether to order bespoke curtains or blinds. These customers often discover Stitched through a Google Ad.
As is typical with this business model, not everyone who orders a sample will go on to place an order. For Stitched, they were sending out plenty of samples and getting some sales. A sensible growth strategy was to concentrate on the ads that led to actual sales, rather than just sample orders.
But, in practice, Stitched had a problem.
They didn’t know which sample orders generated actual sales.
In terms of PPC, this meant that Stitched couldn’t tell which ads were generating the most revenue; they knew the ads were leading to samples – but couldn’t follow the process all the way through to order placement.
Masters of Google Ads
Stitched didn’t know which sample orders were leading to sales. We gave them the visibility they needed to see exactly which ads were generating sales.
Adsmith tied ad clicks to order value
This problem is one that we’ve seen before – and we were able to add a tracking feature to their Google account that tied the initial ad click to the final order amount.
We set up a Google conversion tracking feature called Offline Conversion Tracking. We tracked the Google Click ID (GCLID), which is unique to every ad click, and saved it alongside customer details within the CRM. The value of the order could then be sent back to Google, which linked the sale back to the initial sample request click via the GCLID.
With this in place, Stitched had the visibility they needed and could see exactly which ads were generating sales.
“Implementing GCLID tracking has been hugely beneficial for us, it has given us complete transparency on performance which enables us to easily identify campaigns to push (or pull back).
Before this, it was very difficult to determine which keywords were working without a lot of admin from our marketing team.
Adsmith set it up with very little work required from us – which is always hugely appreciated for a startup with limited resource. We look forward to continuing to work with Adsmith!”
Kati Raine, Growth Lead, Stitched
Result: 20% month-on-month revenue growth
Today, Stitched can track revenue generated by ad. Using this information, we’ve focused their ad spend on areas that are generating revenue, rather than just sample requests.
This has made a huge difference to Stitched; since implementing this feature, their revenue has grown by steady 20% month-on-month.
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Step 4: Maximising your ROI
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Google Ads – Turning leads into sales
Stitched didn’t know which sample orders were leading to sales. We gave them the visibility they needed to see exactly which ads were generating sales.
