Record number of door sales returns over 1,000% on ad spend

Challenge

Doors2Floors are a specialist retailer in internal doors whilst also offering a range of products across external doors and flooring. They had recently closed their showroom in Leeds and opened a smaller showroom in Batley. Online sales were extremely low with monthly sales in single digits despite investing heavily on the website. Exceed were brought in to turn around website performance and vastly increase sales and revenue at a profitable rate.

Solution

Shopping was a key element of the strategy for Doors2Floors and this meant we focused heavily on the product feed to ensure all product attributes were filled out as accurately as possible. This ensured all necessary and optional data was provided to Google to maximise our reach across relevant product terms.

This was vitally important for those potential customers searching for specific door names, colours, materials, sizes and manufacturers. We knew that those customers searching on Google for these specific longer tail keywords were much more inclined to purchase products from Doors2Floors as they had already conducted much of their research to know the type of door they needed. This resulted in higher click through and conversion rates through the shopping campaigns we had built for the client.

We tried and tested search campaigns for those keywords we aimed to target through the shopping campaigns but saw that performance through search wasn’t as great. However, overlaying remarketing audiences to these campaigns resulted in improved performance, pushing those who had already visited the website previously to come back and purchase their desired products.

Results

Creativity, innovation and knowing when to take risks has been at the heart of our approach which has proven to be extremely successful – our client now stands as a top player amongst established competitors with 30% of the total market share whilst hitting the profitability goal