Healthy 105% boost in revenue for the UK’s devoted pharmacy

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.