Lipsy boosts online sales and drives down mobile CPC with organic search strategy

Content (204), Data & Analytics (101), Mobile (165), Social (204), Retail (179), UK (317), EMEA (356)

Fashion brand Lipsy London strengthens its direct-to-consumer marketing strategy and sees a significant growth in sales from its site.

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Summary

Young fashion brand Lipsy London partnered with Red Hot Penny to grow its direct sales with a direct-to-consumer marketing strategy. It used a tailored mix of PPC and biddable media, paid social, organic search and copywriting services to drive traffic to its online store.

Objectives & Aims

Lipsy needed its little black dresses, maxi dresses and other specific products to appear in searches, and to drive shoppers to its online store. To achieve this, it entrusted Red Hot Penny to its AdWords account, which separated campaigns to target specific clothes category searches. It went into granular detail, with keyword lists, match types, ads and landing pages, with one goal in mind – to improve search relevancy.

Implementation, Execution & Tactics

The approach also involved introducing Google Shopping to Lipsy’s marketing mix, allowing the store to appear in Google’s above-the-fold window display. The brand also added another direct marketing channel with Facebook and Instagram remarketing to recapture lost leads, which became a significant source of revenue for Lipsy.

Lipsy also removed outdated category pages, and recategorised clothing lines to better match smaller volume searches. This helped make page results a better match for search terms. An insight into seasonal search behaviour peaking ahead of launch dates meant seasonal categories were launched a month before search terms began to rise.

New categories featuring new products needed fresh content. Red Hot Penny’s content team created helpful category copy, which showcased seasonal product trends and retained Lipsy’s new tone of voice to speak to the brand’s target consumers.

Results

Paid and organic search tactics saw Lipsy’s revenue increase 127% YoY, and generated a 941% increase in revenue in the two years Lipsy and Red Hot Penny have been working together. Lipsy’s new Google Shopping direct sales channel saw a 738% increase in revenue YoY.

Mobile CPCs were brought down from £0.25 to just £0.01 for brand terms, and top positions have been maintained despite ongoing competition from resellers.