Stelrad Integrated Case Study, eCommerce Case Study

Dubai Office:
Meydan Grandstand, 6th floor, Meydan Road, Nad Al Sheba, Dubai, U.A.E

London Office:
35 New Broad Street, London, EC2M 1NH

Essex Office:
Broom House, 39/43 London Road, Essex, SS7 2QL

The Client.

Stelrad is the UK’s leading heating specialist, manufacturing and supplying tailormade products to homeowners and professionals. With an array of radiators available across various price ranges, our integrated digital marketing campaign primarily targets homeowners. Having previously collaborated with another digital marketing agency without achieving the desired results, Stelrad sought a fresh perspective and approached us. They were in search of a thorough account review and the potential to accomplish their initial goals.

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Results.

Understanding the need for Stelrad to improve its online presence and maintain a competitive advantage, we devised an integrated campaign consisting of SEO, digital PR and PPC (Search, Display and Shopping) to help Stelrad to compete and capture a larger percentage of the market share. The campaigns remained data-led and collaborative, with PPC data informing the SEO targeting and keyword research being utilised by all channels to build strong SERP exposure.

+48%

increase in transactions

+181%

increase in eCommerce conversion rate

+106%

rise in the number of top UK ranking keywords

+93%

increase in the number of links compared to our annual KPI

+146%

rise in conversion value through paid ads

+53%

improvement in ROAS

+71%

increase in conversions through paid ads

The Objectives

Stelrad partnered with us looking for a full-service agency who could improve their digital visibility and generate new online sales/leads through a range of paid and organic techniques. Our strategy revolved around developing new content pages based on regular content gap analysis and competitive review opportunities to improve market visibility as well as creating detailed Brand and Product campaigns to ensure all key brand terms pointed to the most relevant product pages. Through digital PR, we wanted to position Stelrad’s in-house expert front and centre of a booming and competitive industry across UK and international markets.

01. Improve brand visibility organically in the search results

02. Increase the number of users visiting the website MoM

03. Grow total revenue to over £1,000,000 utilising an integrated approach

04. Execute a robust outreach strategy to enhance the website's inbound links.

The Strategy.

As part of the SEO strategy, our London and Essex SEO team conducted a keyword map on the existing website pages to determine areas of cannibalisation which highlighted the need for further content optimisation. We went ahead and developed new content pages based on regular content gap analysis and competition review opportunities to improve market visibility. This also involved conducting a full internal linking structure, external link audit and technical SEO fixes. We also implemented a range of UX and CRO recommendations to improve transactions and revenue whilst preparing the launch of the HOME Series as part of the overall website strategy. We carried out our SEO campaign with a detailed digital PR alongside which involved producing topically relevant digital PR stories led by primary or secondary data. We also took advantage of journalists looking to leverage Stelrad’s expertise as part of their own articles or features through providing insightful information, advice, tips, or comments as quickly as possible. This enabled us to secure additional high DR coverage in publications including Amica, Hello!, Marie Claire, Express, Yahoo! Life, and hundreds more. From a PPC perspective, we utilised search console data, competitor data and 3rd party tools to create a detailed keyword map of search terms that were both generic and product specific. This involved reviewing historical sales performance and carrying out and analysis of the product portfolio based on spend vs. return. We also created detailed brand and product campaigns to ensure all key brand terms pointed to the most relevant product pages to enhance conversion performance.

The Campaign.

A key part of the campaign was the HOME Series project during which Stelrad approached us wanting to become more defined in the industry, informing us they had onboarded a UX auditing team from Cranfield University who had identified that customers may not be connecting with the brand’s products/categories because they didn’t understand what they were. For example, they identified product names such as “Vita Ultra” which, despite having meaning to tradesmen, didn’t to the average homeowner who would be searching for a white column radiator of x size. Stelrad approached us asking what we could do, so we supported them with the launch of the latest HOME series which involved refreshing the brand colour scheme alongside their internal branding department, supporting with image direction to ensure all imagery across the site was family-orientated and less ‘trade’ focused and updating the homeowner/trade site navigation to improve accessibility. We also condensed the product size options so that users could select their radiator size from a dropdown instead of the options being positioned across the screen. All this went in hand with our existing integrated campaign, enhancing not only the usability of the website, but conversions achieved through SEO and PPC. In under a year of the project going live, Stelrad saw huge uplifts across their business.

+181%

Increase in eCommerce conversion rate

“It’s great to be working with the Absolute Digital team. They’ve secured some excellent results so far, helping us progress as a business which is exactly what we wanted.”

Chris Harvey

Head of Marketing at Stelrad

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