STW

A brand creation, web design and multi-channel marketing campaign that established Shake That Weight as the leaders in the low calorie diet market.

What's Involved

Brand CreationBrand DesignResponsive Designweb DevelopmentWebsite CopyPaid SearchPaid SocialRe-marketingConversion Rate OptimisationBehavioural Targeting

 

Brief

Shake That Weight approached Inside Online because they were struggling to put their new product to market. They were looking to communicate the benefits of their plan and higher quality of their products in an already saturated marketplace.

They first engaged Inside Online to create a full brand and then over time handed over their whole digital strategy.

The brief was to penetrate a market place that has a high cost of entry in order to generate sales at a manageable fee, to allow them keep their margins low and deliver a better value product to the consumer.

 

Solution

User groups helped create a recognisable brand that resonated with the target audience. The market research identified a gap in the marketplace and the data and the knowledge of the team allowed for an optimised and affordable marketing strategy to be created.

STW has a wide variety of customers so simplifying the messaging across the website was important whilst delivering a high conversion rate to support the advertising.

 

Results

When the new website was launched the feedback from customers was instant, as the new format and content engaged them better shown by a 25% increase in session duration.
Compared to same period the previous year the Goals saw a 77% increase and Conversion rate shot up by 36.52%.

The key to the new design was for the first time provided STW with a truly multi-device website which inevitably saw a 122.27% increase in Mobile goal completions, 73.65 % increase Tablet goal completions. Alongside that we saw a 44.30 % increase in Mobile conversion rate and a 31.92% increase in Tablet conversion rate.

 

Data

Through a process of market research we could see that the diet market place was overcomplicated and full of confusing websites with a poor user journey. Although the brands were established and trusted, they lacked guidance and information for customers who prefer a self-guided approach to dieting.

This presented an opportunity for a more informative and easy flowing website to guide users through the diet plans and make the whole ordering and checkout process as pleasant as possible. It also should communicate the benefits of the STW products and plans over competitors and reassure users with customer reviews in the right places.

This strategy would maximise customer engagement and conversion rate to help improve the return on investment from advertising spend.

Story

A website with simple and clear messaging was born! Unlike competitors the customer journey was simplified at every turn with advanced ecommerce features and clear call to actions. The user journey was designed in such a way that would inform and reassure the customer throughout whilst sticking close to the National Institute of Health and Care Excellence guidelines.

Inside Online copywriters wrote the customer centric website copy and the expert web design and conversion specialists created a design which is now converting at above 77% above their first site to market.

 

Audience

An in depth PPC campaign was created, targeting a wide breadth of the market across Bing/Yahoo and Google targeting “very low calorie diets” and expanding in to generic “lose weight terms”. The account structure was refined and expanded. We ensured that enticing ads were created for tightly themed adgroups.

The process of doing this allowed us to better understand performance and how best to maximise areas of the account. We have followed initial changes with frequent expansions followed by refinement and optimisation, this being in terms of both new products built into the account and tested and keyword expansion using the same keyword research and search query analysis, this has allowed for continuous growth within the account and meant we have a stronger foothold near the top of the marketplace.

The process is still ongoing and we have begun building audiences through retargeting, display advertising, paid social demographic and behavioural targeting to expand exposure and improve ROI.

 

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"Working with Inside Online, we have developed a clear understanding of our online marketplace. They have helped develop an online strategy that continues to deliver sales, engage our audience and grow our business"

Eric Cooper – Director

Results

In partnership with Shake That Weight, our approach to integrated search marketing delivered:

77%
Conversion Rate Increase
50,000+
Sales and Counting
31.92%
Tablet Conversion Rate Increase
122.27%
Mobile Conversion Rate Increase

Search marketing mixed with digital content, social and PR.

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