5.1%

Conversion Rate

70c

Cost Per Click

Down from $1.43

1381%

Return On Ad Spend

(for every $1 spent on the ad – return of $13.81)

Services

  • Digital Growth Strategy
  • e-Commerce Conversion
  • Paid Social Media
  • Conversion Rate Optimisation
  • Mobile Experience Audit
  • Content Strategy

The Client

Type 
Retail

Founded  
1986

Business Phase 
Growth

Website  
workweardiscounts.com.au
 

Workwear Discounts is Australia's biggest online retailer of quality workwear including Bisley Workwear, FXD, Steel Blue and Unit.

A local business with stores in Toowoomba and Townsville, their strategy is to buy stock in bulk and pass on the best bargains to consumers.

The Challenge

Before coming to Clevvi, Workwear Discounts did not have a full understanding of how pay per click advertising worked or their return on investment (ROI) on their campaign spend.

They suspected that they were not reaching their full potential online, and their team did not have an understanding of what their online spending was delivering in terms of sales.

Workwear Discounts engaged Clevvi to apply a professional, strategic and technical approach to their online marketing.

“We were originally working with a big, corporate company on our digital marketing campaigns that had different people spread across a lot of our accounts. Every month we received a report that showed improvements, but we were unclear in what areas, and these paper results were not reflected in leads and sales in store.

We did not have a dedicated Account Manager or anyone able to explain the results, numbers, return-on-investment and suggest improvements. In a nutshell, we knew we had to be present online but did not know how to do this, that’s when we came across Clevvi.” 

~ Michael Rust, Corporate Manager

The Solution

We started by rebuilding Workwear Discounts’ pay-per-click advertising campaigns. This involved:

  • Reviewing their strategy
  • Rewriting their content to attract their target audiences, and
  • Configuring conversions

Configuring site conversion tracking by linking their shopping cart to their Google ads account was critical to improving their campaign. This had not been done by their previous supplier. Conversion tracking allows us to measure the success of each campaign by showing $ sales generated against the ad spend (ROAS). Workwear Discounts could then accurately see what they were getting for their money and make an informed decision to invest more heavily into digital marketing.

“Clevvi provided in-depth feedback and explained what the numbers in our reports meant - what increases or decreases meant and what to do to further improve results.

Clevvi explained that if we wanted to make more, we had to invest more and that is not paying Clevvi more but more budgets in the ads to put our best foot forward.”

~ Michael Rust, Corporate Manager

Why Clevvi?

Clevvi had the technical skills to enable conversion tracking on their shopping cart and the marketing ability to use this conversion data to improve the return on investment on their campaigns.

 

The Outcome

By experimenting with the strategy alongside Clevvi and learning how digital marketing works, Workwear Discounts is now more confident in investing in digital advertising platforms. This has in turn led to more sales and a much higher return on investment than they ever expected:

 

Online sales revenue increased by 220%

1381% ROI
For every $1 they spend on ads, they make $13.81 in sales

Search campaigns click through rate (CTR) of over 12%
This means 12% of all people who see their ad click through to their website

45% of all website traffic comes from Google ads
Compared to 26% previously

48% of online revenue is attributed to digital marketing

They have consistently reduced their cost per click
When we started working with them it was at $1.43 and now it is at $0.70

Their digital marketing campaigns deliver a higher conversion rate than their organic traffic – currently at 5.1%

The Workwear Discounts team now feels confident that they are gaining an excellent return on their investment. They also trust that the decisions we make are always in the interest of growing their business and brand. This is reflected and proven through data - a huge increase in leads and sales.

“As soon as we started working with Clevvi, the quality scores of our ads increased from 5 to 8+. Not only that but we grew to understand how everything worked together - the keywords with the ads and content on the linked landing pages, as well as audiences we showed our ads to.”

~ Michael Rust, Corporate Manager