Discount Supplements: Delivering a 47% uplift in revenue to turn losses into a growth machine
THE RESULTS
42% | increase in traffic |
47% | increase in revenue |
20% | increase in conv. rate |
The health and nutrition industry has seen a lot of transformation over the last decade becoming much more mainstream. Despite this, business revenue for Discount Supplements had been diminishing for 5 years, in line with a decline in the popularity of the core bodybuilding market.
Historically, Discount Supplements traded under two brands: Discount Supplements and Monster Supplements. We proposed a strategy to merge the two websites into a singular site and reposition the brand based on current and future trends, whilst simultaneously executing a structured program of marketing and remarketing activity that drove up revenue by 47%.
Battling against a decline
Discount Supplements had previously traded under two different brands: Monster Supplements and Discount Supplements. Once a market leader in the fitness space, they had born the brunt of a decline to the hardcore bodybuilding space and struggled to capture the audiences of the ever-growing health and nutrition industry.
Our brief was simple: remove the internal competition and battle against the 5-year decline, and increase brand awareness and sales for owned brands, whilst gaining back some of the lost market share by increasing traffic with intent. As all channels were being taken care of under one roof, we were able to execute an integrated strategy to streamline business processes and positively affect revenue.
Two Isn’t always better than one
We decided to merge the two brands and migrate them into one site on the Shopify platform. This allowed us to rectify the technical issues the site faced on Magento, make it faster than ever, and create optimised product collections based on user intent - all whilst making stock management much more straightforward.
Moving to a one-brand approach also allowed us to refocus paid media budget on one brand, rather than spreading across two in a highly competitive vertical. In this way we focused on highly profitable products from a PPC perspective (maximising profitability) and reduce reliance on discounts with stronger brand led creative (increasing ROI from 3:1 to 10:1)
All of this was made possible by consolidating the brands.
Reversing the trend
The implementation of this migration and simplified approach resulted in huge performance improvements for Discount Supplements:
- Organic Traffic: Up 9%
- Organic Revenue: Up 15%
- Paid Search Traffic: Up 42%
- Paid Search Revenue: Up 46%
- Overall Revenue: Up 47%
- Conversion Rate: Up 20%
Overall the migration has transformed the way the business is operating, providing a massive increase in both visibility and revenue.
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OUR WORK
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
