Increasing revenue through COVID-19 with The Formations Company
In a time of economic uncertainty, The Formations Company needed to maintain volume to sustain business. In a highly competitive PPC space with rising costs there was also a need to improve the cost at which customers were acquired & push higher value products.
HERE’S HOW WE DID IT
AUDITING WEB, SEARCH AND PAID CHANNELS
To kick off, Curated reviewed all current & past digital activity that The Formations Company had run. Whilst our audit found that the website featured a lot of informational content which helped with rankings & organic traffic, there was a lack of Calls To Action. Curated also found structural & UX changed which needed to be fixed to maximise site performance. Further to this, our audit found that there was wasted spend being spent on search channels & this presented an opportunity to focus on other areas.
IMPLEMENTING SEAMLESS CHANNEL AUTOMATION
In a highly competitive search market, with ambitious cost per acquisition targets, The Formations Company needed to be responsive to the constant changes in the market. Curated introduced a mixture of Rules & Automated Bidding in the Paid Search accounts which resulted in bids & budgets being updated on a daily basis. This resulted in PPC channels seeing a 14% decrease in CPA in 2020 by focusing on the searches which were converting.
RIDING THE WAVE THROUGH COVID-19
The impact of Covid-19 & lockdown had a great impact on the Company Formation market, with large numbers of brands competing for a smaller overall market. Curated supported The Formations Company throughout this time with regular trend analysis, reporting & forecasting. This enabled us to be prepared for all possible turns & remain at the forefront of the market from a digital perspective.
Find out more about our THINK, DO, REVIEW framework here.
REACHING HIGHER VALUE CUSTOMERS
Whilst spend was reduced, and the market size was smaller, Curated supported TFC in reaching higher value customers. Through audience changes, display remarketing & lookalike campaigns we were able to drive a 12.5% increase in average sale value.
Overall, in a challenging year which has had an impact on customers starting up businesses, The Formations Company have seen an uplift in site revenue whilst spending over 20% less year on year.