Case Study

Lipsy sees 1000% increase in ROI
And 380% increase in CTR
CHALLENGE
Lipsy does very robust business online and...
RESULTS
In seven months after partnering with ESV,
Lipsy saw some impressive results:
•
•
•
•

179% increase in conversion...
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ESV CASE STUDY | Lipsy

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A British fashion brand gains 1000% increase in ROI and 179% increase in conversions with ESV’s Analytics Audit and revamped SEM strategy.

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ESV CASE STUDY | Lipsy

  1. 1. Case Study Lipsy sees 1000% increase in ROI And 380% increase in CTR CHALLENGE Lipsy does very robust business online and has long been using paid search advertising to reach prospective customers. In February 2012, ESV was challenged by Lipsy to: • Grow online sales and increase qualified traffic • Increase the customer base, conversion and revenue • Improve return on investment STRATEGY In order to uncover real strategic challenges and opportunities in Lipsy’s search marketing, ESV’s Account Management and Analytics team conducted a thorough industry analysis and account audit. Based on the insights obtained, our team of account managers started off by massively expanding the keyword list with a granular re-structuring of the account. We quickly managed to increase the number of profitable keywords by 40% whilst maintaining the same level of spends. “After a thorough audit, ESV came up with a robust PPC strategy and delivered excellent ROI. The team has consistently provided excellent service and high dedication to understanding our unique business needs. ESV has proved that they are a partner rather than an agency and we look forward to their contribution to Lipsy’s online success.” Claudia Slutzkin Online Marketing Manager We also utilised Lipsy’s website analytics by looking at key performing products and items, seasonality trends and page retention among many other valuable metrics. Based on this analysis, we created product specific campaigns which ultimately allowed us to apportion budget at the best times, in the most efficient areas of the account. Changes were also made to the ad copy, particularly in terms of updating offers, with each new offer reflected in the copy. Evolution of ads is one of the building blocks of our methodology and we continue to conduct A/B testing on a regular basis. Our proprietary tracking system allows us to get insights into the acquisition of new customers and their life time value. With regards to Lipsy’s existing customers, we used our tracking to find trends in their repurchase cycle. Based on our analysis, we created a tailored remarketing solution which allowed us to further increase Lipsy’s customer retention. ESV DIGITAL PARIS | LONDON | NEW YORK | ANN ARBOR | MADRID | MILAN
  2. 2. RESULTS In seven months after partnering with ESV, Lipsy saw some impressive results: • • • • 179% increase in conversions Cost per click decreased by 33% Click through rate improvement of 380% Over a 1000% increase in ROI for its nonbranded campaign ABOUT LIPSY Lipsy is a British women’s fashion brand founded in the heart of London. Lipsy has been designing for young fashion for more than 20 years. With a network of independent boutiques around the country and a regularly updated website, Lipsy is a well known brand among fashion savvy shoppers across Europe, Asia and the Middle East. With an in-house design team, Lipsy is dedicated to ensuring the hottest looks move from the catwalk to the high street in the blink of an eye. ABOUT ESV DIGITAL ESV digital is a digital marketing agency and global technology provider with expertise in digital marketing strategies and traffic acquisition through Paid Search, Performance Display, Social Media and Mobile Advertising. www.esvdigital.com contact@esvdigital.com ESV DIGITAL PARIS | LONDON | NEW YORK | ANN ARBOR | MADRID | MILAN

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