CASE STUDY

Oysho: Quadrupled overall revenue, reduced conversion costs by 83%, and delivered a return on advertising spend of more than 7 times.

Background

OYSHO is a Spanish fashion chain that was founded in 2001. It is a retailer of women’s clothing and primarily specialises in the design and production of sports and leisure wear.

The company’s sole physical outlet is located in the Jewel Changi Airport. At the same time, OYSHO also operates an online store that ships products worldwide.

At a Glance

Lead generation
4.5x increase in revenue

Clicks and impressions
7.5x return on advertising spend

Cost-per-click
83% reduction in cost per conversion

Challenges

When OYSHO approached the team at Brew, they were looking to establish their presence in Singapore and increase sales. Unfortunately, the company was hindered by a number of issues:

Lack of brand awareness: OYSHO struggled to make potential customers aware of its brand in Singapore, lacking visibility in a market where brand recognition is crucial for success.
No online marketing expertise: The company faced difficulties in effectively promoting its products online due to a lack of skills and knowledge in digital marketing strategies, which are essential in today’s internet-driven shopping landscape.
Limited reach: OYSHO’s reach was restricted, both online and in physical retail environments, limiting its ability to engage with a broader customer base in Singapore.

All of the aforementioned factors resulted in low sales for OYSHO’s online store and physical outlet at the Jewel Changi Airport.

Our Approach

Ran Ads on Google

After our team sat down with OYSHO and analysed their situation, it was decided that the most cost-effective method of helping the company achieve their goals would be through the use of digital advertising campaigns.

A digital advertising campaign, especially on a platform like Google, is an optimal choice for OYSHO for several reasons.

First, it allows for highly targeted advertising, reaching potential customers based on their search behaviours, interests, and demographics, ensuring that the marketing efforts are directed towards the most relevant audience.

Second, digital ads on Google provide measurable outcomes, offering insights into customer engagement, click-through rates, and conversion rates, which are crucial for understanding the effectiveness of the campaign and making data-driven adjustments.

Lastly, the scalability and flexibility of digital ads mean that OYSHO can adjust their advertising spend and strategy in real-time based on performance, optimising their budget for the best possible return on investment.

This approach is particularly effective in a digitally-savvy market like Singapore, where a significant portion of shopping and brand discovery occurs online.

When we were crafting ads that were to be used on Google for OYSHO, we took several factors into account. These were:

Results

OYSHO experienced a 4.5-fold increase in revenue

The results of Brew’s campaign were nothing short of extraordinary. OYSHO experienced a 4.5-fold increase in revenue, a testament to the effectiveness of the targeted advertising and the resonance of the ad content with the audience.

Furthermore, the campaign achieved a 7.5-fold return on advertising spend, indicating not just effective audience targeting, but also efficient use of the advertising budget.

One of the most significant achievements was the 83% reduction in cost per conversion. This reduction was achieved through continuous monitoring and optimization of the campaign, utilising data-driven insights to refine ad targeting and spending.

By focusing on these key performance indicators and consistently refining the strategy based on real-time analytics, Brew was able to dramatically enhance OYSHO’s market performance, turning their digital advertising campaign into a resounding success.

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

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CASE STUDY

Background

At a Glance

Challenges