Healthy 105% boost in revenue for the UK’s devoted pharmacy
Healthy 105% boost in revenue for the UK’s devoted pharmacy
Making healthcare accessible to everyone
Express Pharmacy is a UK-based online pharmacy focused on delivering treatment right to your doorstep. Before approaching Bulldog, online performance was plateauing and generating very little return. Express Pharmacy wanted to find an innovative marketing agency that could re-energise their strategy and go above and beyond current limits.
Industry
PharmaceuticalServices
SEO / Content / PPC / CRO / Email MarketingLow conversion rates in a competitive market
Express Pharmacy were facing many online obstacles that needed rectifying as soon as possible. Firstly, they were generating very little return on their ever-increasing ad spend, losing trust in their marketing efforts. Not only this, but conversion rates were low and customer relationships were non-existent. It was clear from the get-go that multiple marketing channels would be needed to solve these challenges.
A huge dose of marketing medicine
Like most ecommerce businesses, Express Pharmacy’s main goal was to increase sales through both paid and organic search. While increasing traffic to the website would play a huge part in boosting revenue, we saw the potential to improve the quality of customer, too. Further down the line, this would help to ensure that conversion rates remained high. This meant that all of Bulldog’s efforts would have to loop back to one incredibly important ecommerce factor: conversion rate optimisation.
1 Revitalising Google Ads
We began with a thorough analysis of Express Pharmacy’s Google Ads account. It didn’t take long to realise that the account hadn’t been set up properly; it was missing a lot of best practices that help to drive performance. Not only this, but every campaign on the account was underperforming, sitting at just over 1 ROAS.
By utilising existing data, we replaced the previous structure and started from scratch, building new campaigns that would actually make a difference. We also redesigned all landing pages, revitalising them with irresistible call to actions and a smooth aesthetic.
2 Providing some natural remedy
To further understand how the website was performing organically, thorough research was needed. This consisted of a:
- Technical Audit to uncover underlying issues that were holding the site back
- Keyword Bank to find and track keywords that fuel content and link efforts
- Content Gap Analysis to identify strong opportunities within current content
- Backlink Audit to create link building benchmarks and compare with competitors
Deep diving into research meant that we could hone in on the best strategy for success. As a pharmaceutical company that customers rely on, it was clear that the biggest opportunities would lie around content creation. Existing blogs had no purpose and current “money-making” pages had no value.
Based on our Content Gap Analysis and Keyword Bank findings, we created a comprehensive content strategy to improve all onsite content. With help from the backlink audit, we also got to work on building a link campaign that would drive strength to these all-important pages.
3 Refreshing the brand and user experience
In a world dominated by mobile phones, Express Pharmacy’s mobile conversion rate was much lower than we’d expect. This was a clear blocker of much-needed growth.
The website hadn’t been touched since 2013 - it was starting to look tired when compared to the competition. Through a comprehensive CRO audit and heatmap recordings, we were able to identify exactly what pain points users were facing while on the website. From here, we produced a seamless website design that focused on improving user experience (and conversion rates!) on mobile.
4 Re-engaging with email
Whilst transactional emails and basket abandonment reminders were already in place, there was no further effort to re-engage with existing users. With new product lines coming into play and seasonal promotions at their disposal, this was an opportunity too good to miss.
We introduced a whole series of email sequences, targeting customers when they needed Express Pharmacy the most. This included helpful insights and a brand new reorder system that reminded customers when it was time to repurchase their prescriptions.
Hearty conversion rates and an abundance of revenue
As you can see, firing from all angles with our marketing efforts completely transformed the Express Pharmacy website. Now classed as one of the UK’s leading pharmacies, Express Pharmacy are enjoying an incredibly healthy 105% increase in revenue and 14% increase in mobile conversion rate. Ongoing creative content strategies have boosted a 62% increase in organic users, and clever email marketing has resulted in a 109% increase in email revenue. And, the ads account that was struggling to make money now sits at a 3.88 increase in ROAS. Marketing truly is the perfect medicine.
"The results have been excellent, as can be seen by huge improvements in ROI for PPC. Organic results are also improving thanks to insightful and commercially viable suggestions to improve the quality of track. I've been most impressed by the entrepreneurial mindset of the team, which has been noticeable in suggestions for improvements to specific areas of the site, user flow and elements of performance marketing.
Also impressive has been the ability to understand the challenges that the business faced at the time and adjust PPC / SEO accounts accordingly. This has been done with excellent levels of communication, transparency. Quite simply this is how I would expect a high-level agency to work!"