Partnering with new designer dog accessories store BOco was a challenge too good to resist
It wasn’t just the fact that the Synq team got to play with a bunch of happy dogs that got us excited. Nor was it the opportunity to use the headline “Go loco for Boco!”.
It was working with a client who was incredibly passionate about their idea and was just getting started in the thriving e-commerce space. As other agencies out there probably know, the thrill of working with start-ups and small businesses is very different to your big name brands.
BOco owner Leah Whitford recognised when she partnered with us the need to build their brand quickly in a market that was becoming more popular by the day.
“We began small, like most other online stores,” Leah said. “A few shipments early on and most of the orders done in our own home. But we wanted to grow, so we focused on ramping up marketing and were lucky enough to come across Synq. The hardest thing for us was finding the customers out there who wanted designer dog goods.”
In a bid to lift sales, 
our strategy had 5 main focus areas when we began in February, 2017:
- optimising on page experience to reduce abandonments and increase conversions
- incentivise with special offers for 1st time customers
- launching a relatively small Adwords campaign to bring in new customers
- Identifying high volume search terms, like “designer dog collars”, which the site could realistically rank for in SEO results
- creating high-quality, evergreen content that helped to answer popular search queries, like “what size collar should I buy for my dog?”
<style=”font-weight: 400;”>It didn’t take long for some of our early efforts to show positive results:
<style=”font-weight: 400;”>Sales increased by 400% between February and April, with orders remaining steady from April to August.
<style=”font-weight: 400;”>Organic traffic from 529 users in February to 2,623 in July, an increase of nearly 500%
Ranking increases across important keywords, including:
- “premium dog collar” – from 8 to No. 1
- “designer dog lead” – from 19 to No. 2
- “luxury dog collar” – from 100 to No. 3
While these results are encouraging, we also appreciate how unpredictable e-commerce can be. Seasonal factors, spending habits, new competitors launching…all these can impact on the client’s bottom line.
Our aim is to help BOco create a sustainable online store, so their new product launches will find customers.
“We’ve just brought out four new colours in July, so we’re trying to provide a broad range for the fashion conscious owners,” Leah said. “As we add other accessories to the store, we hope our brand becomes synonymous with high-quality, designer dog goods. It’s exciting to see what will happen for the rest of 2017.”
Thinking beyond target markets
Every company has an idea of who their ideal custom
er is, but successful online stores will generally attract customers outside of their target markets.
While BOco is aimed at the ‘discerning dog owner’, it also sells regularly to customers who want durability and craftsmanship. These same customers might even have a spare collar or lead they bought at a supermarket as a back-up.
Developing a range of marketing materials which capture different buyers wanting different things from the same product has helped drive organic traffic and sales.
Selling online in 2017 requires a strong SEO and online marketing strategy. Our five pronged approach worked well for BOco, delivering strong sales growth in a 6 month period.
The same strategy will work for almost any e-commerce business looking to grow. If you want to know how to grow your online business and get some tailored advice, we’d be happy to help.
At Synq Digital, we make sure to invest a suitable number of hours every month to the copy we create for our client’s, as we’ve seen firsthand how engaging, entertaining, and inspiring ads can lead to more clicks and higher conversions from the right people who are ready to make purchasing decisions.
This has been another insight from the team here at SYNQ Digital
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