Case Studies

Makoosh Overview

Makoosh is one of the UK’s favourite online retailers for women’s designer jewellery, stocking an extensive range of stylish and modern, silver and fashion jewellery. Makoosh helps its customers to create their own stunning looks, and provides a selection of some of the world’s leading brand names for quality fashion jewellery including Anna Lou of London, Pistachio Jewellery, White Ice and Rue-B. The jewellery available on Makoosh is specially selected for its distinguishable quality and undeniable excellence.

The Situation

A great website with a great product range which had the potential to respond well to SEO tactics.

No real online marketing strategy was employed, resulting in low site visitors and disappointing conversion rates.

The goal: To increase site visitors and attain SEO exposure – helping to achieve higher website conversion rates.

The Solution

Silverbean completed the following activities:

• Constructed a key phrase strategy, selecting phrases that worked within Makoosh’s budgets and objectives.
• Devised a two-tier search engine optimization approach. Using a mixture of generic key phrases and long tail key phrases Silverbean ensured high search volumes and higher conversion levels.
• Completed retrospective on-site optimization. Using the existing website Silverbean attained SEO objectives through link building and key phrase specific landing pages with a focus on Makoosh’s brands and product lines.
• Conducted strategic campaign management on an ongoing basis.

The Results

• Within six months direct traffic from search engine optimization activities had increased by 1,000%.
• Within six months Silverbean placed the selected key phrases (product, brand and generic) within the top three rankings on Google, Yahoo and Bing.
• Makoosh’s website conversion rates increased dramatically.
• In 2008 Silverbean won the gold award for SEO at the North East Digital Awards for the Makoosh campaign and continues to work as Makoosh’s trusted service provider today.

Testimonial : “Silverbean really impressed us, they were thorough, intelligent and straight talking, which is really refreshing, they took time to explain the approach they were taking and the ways in which it would benefit our business. And they deliver! We were stunned by the massively positive impact they had on our business in such a short space of time.” Bella Gray- Head of Online Marketing, Makoosh

Pet Points Overview

Pet Points sells the best pet products available and pet owners can also benefit from the added incentive of earning rewards (or pet points) on each purchase. Pet Points cater for dogs, cats, birds, aquatics and small animals (including rabbits, guinea pigs and hamsters.) Products include: food, treats, accessories, toys, cages, enclosures, collars, muzzles and clothing at competitive prices.

The Situation

A business and website yet to appreciate the effects of a well executed SEO campaign and its benefits.

The goal: To generate growth in sales justifying SEO spend- ultimate goal: to generate enough monies through SEO to extend and build upon the existing site.

The Solution

Silverbean completed the following activities:

• Developed an aggressive and detailed SEO strategy to achieve increased traffic and higher rankings, which would remain consistently high.
• Rationalised the key phrases to focus upon a refined list of terms which held greater potency.
• Worked with the constraints of the software in place to create specific landing pages for SEO terms.

The Results

• Revenue levels increased by 126% within six months.
• Exceeded the target revenue via search engines only by 40% within six months.
• Exceeded overall target revenue levels by 47% within six months and consistently maintained them.

Testimonial : “I wasn't expecting to more than double our online revenue within six months – but Silverbean made it happen. Silverbean developed a search engine marketing strategy that fitted my business and objectives. They've worked tirelessly to improve the search engine visibility of Pet Points for key phrases important to my business and now I'm seeing the rewards.” Simon Bruce - Pet Points

Benfield Overview

The UK’s leading independent car dealership for new and approved used car sales, Benfield has operated across the North of England for more than 50 years and constitutes Alfa Romeo’s largest flagship dealership in the UK; further car ranges include Nissan, Renault and Ford. Benfield prides itself on constantly delivering the highest levels of customer service and on its fantastic reputation for excellence.

The Situation

An underperforming search engine optimisation program which had the potential to flourish given the right management.

The goal; to increase online presence for a wide range of local and national key phrases ensuring Benfield increase the number of inbound enquires about new and used car sales.

The Solution

After conducting a full review of Benfield’s search engine rankings Silverbean:

• Worked with Benfield Motors to clarify ranking objectives and to devise a staged plan to achieve their goals.
• Determined effective key phrases relevant to the manufacturer range offered by Benfield, in the correct regional localities, to ensure results for the most popular key phrases.
• Optimised the domain and constructed relevant landing pages from which to house the optimised content ensuring the site was 100% visible to the search engines for the agreed key phrases.
• Developed an appropriate link building strategy to deliver quantifiable results in the fastest time possible.

The Results

Testimonial : “We approached Silverbean to improve the presence of the Benfield brand online and have been delighted with the progress made through the SEO campaign. The work is swift, of a high quality and always results in an increase in our rankings. The guys at Silverbean are clearly knowledgeable about the service but make an effort to explain the work in ‘plain English’.” Mark King - Internet Sales Manager, Benfield Motor Group

Cathedral Lettings Overview

An eminent independent firm specialising in residential lettings and property management in Durham, Cathedral Lettings is fully focused on the needs of landlords and tenants offering a personal, trustworthy and friendly service. A lettings agency of note and good reputation, one of the first agencies in Durham to be accredited by the government backed National Approved Letting Scheme (NALS) with consecutive nominations in the 2008 and 2009 Estate Agent of the Year Awards.

The Situation

An ambitious search engine optimisation campaign competing with the major property portals for top Google rankings for local key phrases.

The goal: to outperform their national competitors and ensure Cathedral Lettings were the first port of call for anybody looking to rent property in the Durham area.

The Solution

Silverbean completed the following activities:

• Rationalised the existing list of key phrases to focus on high traffic generating phrases.
• Worked with the incumbent web design agency to ensure the site was fully optimised without detracting from or damaging the integrity of the design.
• Created five content optimised landing pages to target particular key phrases to ensure the site was completely visible to search engines for those terms.

The Results

Testimonial : “Within only one month we were No 3 for “letting in Durham” within four months we were No1.” Mark Havers - Managing Director - Cathedral Lettings

RMT Accountants Overview

Chartered accountants and business advisors, RMT Accountants offer advice in audit, accounts, tax, financial planning, investments and wealth management, and promise to work in a down to earth and transparent manner. RMT Accountants have helped to grow and advise start-ups, partnerships, companies and owner managed businesses for over 50 years.

The Situation

A non existent search engine optimisation strategy meant Silverbean started the project with a clean sheet but without any real rankings to build upon.

The goal: to achieve high rankings on Google for a series of specific local search terms and to build a competitive advantage over the competition. An additional aim- achieve good rankings helping to promote their virtual accounting solutions to a national audience.

The Solution

Silverbean completed the following activities:

• Conducted a full audit of all key phrases that could have been considered for the SEO strategy. These were then presented to the client for discussion and review before finalising on a specific strategy focussing on key services.
• Created new landing pages full optimised to ensure the site was completely visible to the search engines for the agreed keyphrases.
• Increased the number of website pages indexed by Google UK, Yahoo UK and Bing.

The Results

Testimonial : “From an initial natural ranking in the 60’s for “Accountants in Newcastle” we were in the top 20 within three months -the top 5 in five months – now we’re No 1.” Matthew Flinders - RMT

Unique Thinking Overview

A creative agency that can help to increase both your profit and your profile, Unique Thinking is a full service agency skilled in public relations, advertising and design. Working for companies at a regional, national and international level, Unique Thinking strengths rest in the travel, leisure and retail sectors.

The Situation

An established organisation taking its first steps into search engine optimisation.

The goal: A single ambition to be number one in the rankings in its industry and geographic locality.

The Solution

Silverbean completed the following activities:

• Compiled and presented an introduction to search engine optimisation, its meaning, practices, implications and advantages.
• Created specific retrospective key phrase landing pages to strengthen search result rankings.
• Stimulated and achieved top rankings in a cost effective manner through increased concentration of key phrases.

The Results

Testimonial : “Within two months we were No1 for “PR in Newcastle” on Google” Sam Hook - Managing Director- Unique Thinking

Victor Chandler Overview

Bet on your favourite sports at Victor Chandler. From cricket to football, tennis to snooker Victor Chandler offers a wide and eclectic range of popular/high profile sports events to choose from, the website also hosts live media coverage including television, satellite and radio, and up to the minute results. Beyond the large range of sports on offer members can play casino games like poker or roulette, or virtual television game shows including the X-factor and Blockbusters and virtual sporting events like virtual racing or virtual greyhounds.

The Situation

An industry sector proven to reap real results in an affiliate marketing remit.
A small under delivering in-house affiliate program with very little focus which received poor exposure across most affiliate sites and held a low amount of active affiliates.

The goal: to kick start the affiliate program, building momentum and revenue month on month; to acquire new affiliates and motivate the existing affiliate base.

The Solution

Silverbean completed the following activities:

• Devised and implemented a new affiliate marketing strategy.
• Revised and altered the commission affiliates were paid and the tools they were given.
• Initiated an affiliate recruitment campaign to procure the super affiliates and negotiate top placements and high traffic coverage.
• Completed, implemented and managed ad serving platforms, allowing live odds to scroll through interactive banners via an XML feed – targeting different affiliates with different feeds.
• Executed an affiliate incentive plan to encourage affiliates to drive more customers to the Victor Chandler website.

The Results

Within three months Silverbean had achieved:

• The number of affiliates on the VCBet program had increased by 1,700%.
• Active affiliates generating new customer accounts more than quadrupled.
• Number of depositing accounts increased by 225%.
• Turnover generated via the affiliate program increased by 1,639%.

Testimonial : “Silverbean have been working with Victor Chandler for six years and we regard them as one of our most successful online marketing partners. Their creative and pro-active approach to building our affiliate program has reaped great rewards for us and I would absolutely recommend them to any company who wants their affiliate program to make a difference to their bottom line. ” Turlough Lally - Head of Acquisition Marketing - Victor Chandler

Style Union Overview

Launched and managed by award winning salon owners and hair care professionals Reds Hair and Beauty, Style Union focuses solely on hair care products and the pursuit and promotion of sort-after hair care brands at competitive prices for the discerning and brand-loyal consumer. As an online retailer of luxury hair care products Style Union stocks cutting-edge and world leading hair care products such as GHD, L’Oreal Serie Expert, L’Oreal Techni Art, L’Oreal Texture Expert, L’Oreal Play Ball, Redken and Shu Uemura.

The Situation

An appealing website with an excellent product range which naturally suited an affiliate program and was likely to reap great results.

The goal: To launch and manage an effective and lucrative affiliate marketing program complimented and supported by frequent copy and content.

The Solution

Silverbean completed the following activities:

• Assessed Style Union needs and selected an affiliate network which would play to Style Union’s strengths helping the company contact relevant and productive affiliates already active in Style Union’s market.
• Compiled and created a portfolio of affiliate materials including promotional copy, creatives (including banners, deeplinks and text links) and promotional tools including voucher codes and commission levels.
• Launched the program to the affiliate community through network communication platforms, social platforms, forums and direct affiliate contact.
• Designed a structured affiliate content calendar which took advantage of seasonal timings and fashion trends.
• Created interesting, fun and product orientated copy, customised that content to meet the needs of different content affiliates, completed the fulfilment and monitored its use.
• Actively promoted a high value free prize draw throughout the affiliate community and stimulated high exposure levels.

The Results

• Within three months revenue taken directly from affiliate activity constituted 20% of Style Union’s overall online revenues.
• Promotion of the online free prize draw led to an increase in data capture of over 100%. 
• Within three months Silverbean achieved exposure for Style Union through super affiliate sites including Quidco and My Voucher Codes (sites receiving thousands of visitors each week.)

Testimonial : “We were really impressed by Silverbean’s proactive approach- not only did they present us with real results in a really short space of time, their copy and content was excellent and timely too.” Harry Hall, Director - Style Union

Fashion Union Overview

Fun fashion at great prices – Part of one of Europe’s leading clothing companies Fashion Union has over has 25 years of experience in the design and supply of high street fashion. Catering to women and men, the Fashion Union website enables the fashion conscious to browse and access great value clothing, footwear, nightwear, swimwear and accessories.

The Situation

An affiliate program which required time and a knowledgeable execution.

An online industry sector and contemporaries which proved Fashion Union had the potential to achieve much more.

The Solution

Silverbean completed the following activities:

• Completed a dedicated and strategic affiliate recruitment drive, to ensure super and high traffic affiliates were signed to the program and actively promoting it.
• Created and managed bespoke affiliate landing pages featuring product promotions, important information and affiliate sales tools.
• Created regular newsletters to ensure affiliates were aware of the sales opportunities available, combined with items and links affiliates could use to increase coverage.
• Created exclusive deals and tempting campaigns for super affiliates to attain high traffic positions on their websites, newsletters and blogs.
• Worked with Fashion Union to complete an effective and versatile affiliate marketing plan which functioned and flourished across different seasons, promotional periods and target demographics.

The Results
 

• Q2 affiliate revenue figures increased by 260% compared to Q1.
• Q2 order levels increased by 125% compared to Q1.
• A 491% increase in clicks to the site, comparing Q1/Q2.
• More than doubled the amount of active affiliates in Q2 compared to Q1.

Testimonial : “Within six months of launch Silverbean had improved our affiliate revenue by 260%.” Paul Bacon - Managing Director, Fashion Union

Wiltshire Farm Foods (part of the Apetito Group) Overview

Delicious meals to your door – Wiltshire Farm Foods operate through the UK and Northern Ireland and hand deliver frozen meals to your door. With over 300 delicious ready meals including traditional favourites and gourmet treats, Wiltshire Farm Foods ensure your relatives and friends eat well.

The Situation

An ambitious and enlightened organisation who wanted to learn about affiliate marketing and the profitable advantages it would bring.

An incumbent digital agency that didn’t deliver.

An existing campaign that contained a relatively small amount of affiliates and a high majority of inactive affiliates.

The Solution

Silverbean completed the following activities:

• Identified an ideal and complementary affiliate network which would form the basis for a concentrated and targeted affiliate recruitment drive to attract the best and most relevant affiliates.
• Completed a constant communication campaign with affiliates which included the creation of affiliate specific landing pages and newsletters.
• Stimulated online brand awareness and reach to increase brand coverage and inform and educate the online consumer.
• Built upon Wiltshire Farm Foods’ existing customer database, through the completion of affiliate initiatives as an additional project.
• Reviewed and clarified the promotional items used to publicize the different product ranges to ensure relevant product links and banners were executed and advertised properly.

The Results

• Improved the 1st month revenue figures by 232% in the 2nd month.
• Improved order levels by 227% in the 2nd month compared to the 1st.
• Negotiated prominent exposure on key affiliate sites, which resulted in a 152% increase in clicks to the site, comparing month one to month two.
• Increased active affiliates by 48% in month two compared to month one.

Testimonial : “Silverbean improved our affiliate sales by 227% in only two months” Matthew Curry - Head of New Media

Netto Overview

Netto is a national supermarket chain and a recognisable house-hold brand based in the UK selling a choice of fresh produce, electrical goods and home essentials. Netto positions its self as a low price, high quality retailer, promising to save customers up to 20% on their weekly shop compared to similar supermarket chains. Hugely popular and prevalent Netto offers a no-frills shopping experience without compromising on product quality.

The Situation

An email campaign constructed in plain text completing a moderate function within the business. Netto identified this method of communication as a section of its marketing mix which could be massively approved and become more responsive through correct management, design and timing.

The goal: To creative a structured email campaign that positioned Netto as a professional retailer, evoked interest, stimulated open rates and controlled content relevance to their target audience.

The Solution

Silverbean completed the following activities:

• Designed and created HTML and image based emails, to engage the recipient and provoke action, awareness and interest.
• Completed a test period to access the affect of design only, without altering the timing, subject lines or content and reviewed the results.
• Completed a detailed analysis of the open dates and times relevant to the emails sent, and so developed a picture of recipient behavioural patterns and areas for strategic improvement.
• Devised a structured email marketing strategy and action plan, which indicated the best times and dates for response, creative-attention grabbing subject titles and a suite of content suggestions.
• Increased the frequency of the emails and segmented the messages in an effective manner.
• Identified new ideas for email content and methods for database expansion.
• Fully automated and hosted the delivery and management of the process, limiting Netto’s involvement in process tasks and maximising Netto’s involvement in creative and strategic decisions.

The Results

• A 42% open rate on average (much higher than the industry standard for retail.)
• A reduction in recipient’s rejections and a marked improvement in recipients including Netto onto their email safelists/address books.
• The subject lines introduced resulted in an immediate lift in open rates of up to 18%.
• The use of different strategic techniques has helped to expand the database and has increased the number of receipts by 28% within one year.

Testimonial : “The overall management of the campaign was well executed and intelligent. Silverbean have proved themselves a trust worthy service provider who really live up to their promises and ensure the process is a pain-free and professional one.” Siobhan Walsh, Marketing Assistant- Netto

DFDS Seaways Overview

DFDS Seaways is an international freight and passenger shipping company with a leading market position in Northern Europe. Employing a staff of approx 4,300, DFDS Seaways posted a turnover of DKK 8.2 billion in 2008 and operates 60 vessels. The group has provided passenger services for more than 140 years, with a fleet considered to be one of the largest in Northern Europe and is proud to carry over 1.4 million passengers a year on a fleet of five passenger liners between Denmark, Norway, Holland and Great Britain.

The Situation

A brief to create a suite of technically difficult online creatives, executed across different file formats to promote three sub advertising campaigns. The first two to promote DFDS Seaways' Mini Cruises to Amsterdam at key booking times in Autumn and Christmas. The third to focus upon the benefits of using DFDS Seaways' as a 'Gateway to Europe'. The brief emphasised important communication messages wishing to position DFDS Seaways as an inexpensive, attractive and relaxing mode of transport for those travelling to Europe.

The goal: To complete the creatives successfully -meeting the design and conceptual demands whilst also meeting the technical requirements to ensure functionality.

The Solution

Silverbean completed the following activities:

• Consulted and collaborated with DFDS to design and script conceptual storyboards, which encompassed the essential communication messages.
• Creatively solved the problems attached to the large amount of information the creative must present whilst working within a manageable file size and within format restrictions to retain creative consistency.
• Worked with the imagery and photography supplied by DFDS Seaways and applied those visual items to the different file formats successfully, overcoming technically limiting restrictions.
• Ensured each creative functioned accurately across all preferred advertising channels.

The Results

• The DFDS Seaways was nominated for the “Best use of animation” at the North East Digital Marketing Awards 2008 and currently acts as DFDS Seaways’ preferred supplier"DFDS Seaways will continue to consider Silverbean for future online marketing activity, in full knowledge that projects can be taken from brief to completion with ease." Andrew Cooper, Web Marketing Executive, DFDS Seaways.
• Online brand awareness was increased substantially.
• The campaign experienced positive click through rates and facilitated improved online revenues.

Testimonial : “This banner campaign was a success, it not only created online brand awareness but improved the showcasing of our full product portfolio to a wider audience. Silverbean took the brief with consistency of approach and there was full integration with our offline communications. The banners had a good click through rate and there was an overall healthy revenue and return on investment for this campaign.” Andrew Cooper - DFDS Seaways

Linens Direct Overview

With over 30 successful stores throughout the UK, Linens Direct online offers a wide range of bedding, nets, voiles, curtains, accessories, spreads, throws, tablecloths and towels at discounted prices in fashionable styles made from luxurious materials.

The Situation

An existing PPC campaign that was delivering reasonable results but clearly had the potential to improve.

The goal: To improve overall conversion rates and review the efficiency of current key phrases to maximise ROI.

The Solution

Silverbean completed the following activities:

• Conducted a detailed assessment of the existing PPC campaign strategy, helping to analyse areas of weakness within the campaigns, whilst also identifying highly profitable keyphrases.
• Restructured the campaigns to remove any poor performing keyphrases - employing profitable keyphrases instead.
• Introduced negative keywords to remove wasted clicks on keyphrases with low conversion rates.
• Tailored the campaigns, ad groups and adverts to the chosen keyphrase strategies to ensure an enjoyable user experience.
• Monitored the campaigns to achieve continued growth.

The Results

• Within six months the volume of clicks had increased by 107%, this was achieved using only a 48% increase in spend.
• Within six months website conversion rates more than doubled.
• Within four months the average cost per click was reduced by 18p.
• Within eight months the cost per conversion fell by 49%.

Testimonial : “Silverbean have exceeded our desired traffic targets and from the starting point of our contract the actual cost per conversion has almost halved, its a pleasure working with the team.” Karen Everson, Financial Controller - Linens Direct

Talkmobile Overview

Talkmobile was launched in 2008 by The Carphone Warehouse and offers pay as you go and contract mobile phone deals with the latest handsets and national and international tariffs. Operating in highly competitive and transferable industry where small sales percentages are actively fought over on a daily basis Talkmobile is regarded as one of the UK‘s leading retailers of SIM cards and mobile phones.

The Situation

Talkmobile was investing heavily in advertising to promote the new website and whilst the site experienced a significant number of visitors the company was concerned it was not maximising conversion rates and consequently losing revenue.
After reviewing the market for high quality service suppliers Talkmobile enlisted Silverbean to increase the site conversion rate.

The goal: To turn a greater number of site visits into actual sales of SIM cards and mobile phone contracts.

The Solution

Silverbean completed the following activities:

• Conducted a full usability study of the Talkmobile website.
• Performed a detailed analysis of key aspects including; homepage layout, typical user journey, content flow and call to action messages.
• Identified a suite of individual tactical recommendations which were then documented in a bound report accompanied by a graphical demonstration and step by step guidelines for execution.
• Gave Talkmobile the ability and the guidance to execute around 90% of the recommendations immediately.

The Results

Within one month Talkmobile reported:

• A 30% increase in visitor to transaction conversion rate.
• A 14% reduction in the number of visitors leaving the website after viewing one page.

Testimonial : “Silverbean really helped us to understand the front end efficiency of the website. The combination of their expertise in website usability and access to the latest technologies have had a huge impact on online sales for Talkmobile. Within only one month Silverbean’s recommendations had increased our online sales by a staggering 30%.” Andrew Beckett - Head of Online Business -Talkmobile