Discover how Smeaton Bathrooms achieved a 117% increase in online sales and expanded their warehouse by 900%, thanks to Shopify store optimization and Google Ads strategies. Learn about their transformation from April 2023 to September 2024, driving both online and in-store success.
Smeaton Bathrooms, a leading bathroom renovation and supply service in Sydney, was struggling with several operational issues in their e-commerce setup. The Shopify store had a broken theme, cart issues, and backend shipping rate complications, all of which hindered growth. Despite multiple efforts with other agencies, they failed to scale and achieve the results they were seeking.
In April 2023, Smeaton Bathrooms was referred to us by a previous client. The business had been unable to grow despite many promises. We took over their Shopify and Google Ads accounts and set out to solve their issues and unlock their full potential.
Challenges:
- Theme and Cart Errors:
The store’s broken theme and malfunctioning cart caused a poor user experience, limiting conversions. - Shipping Rate Issues:
Backend shipping rate misconfigurations were causing customers to abandon their carts at checkout. - Stagnant Conversion Rates:
Even with a solid product offering, conversion rates and sales growth were stagnant. - Underperforming Ad Campaigns:
The existing Google Ads campaigns were delivering a low ROAS and failing to drive significant traffic or sales. - Lack of In-Store Traffic:
Smeaton Bathrooms had been struggling to drive foot traffic into their showroom, with local store campaigns delivering minimal results.
Solutions Implemented:
Shopify Store Overhaul:
- Theme Fix:
We repaired the broken theme, ensuring a seamless and user-friendly shopping experience. - Cart Issue Resolutions:
Our team resolved the cart issues, making checkout easier and reducing cart abandonment rates. - Shipping Rate Optimisation:
We fixed the backend shipping configurations, ensuring accurate shipping rates across multiple zones, allowing smoother checkout experiences.
Google Ads Optimisation:
- Campaign Restructure:
We restructured their Google Ads campaigns to focus on high-performing keywords, better ad targeting, and more efficient budget allocation. - Conversion Tracking:
We set up enhanced conversion tracking, allowing us to monitor ad performance in real time and make informed adjustments. - In-Store Campaigns:
Beyond e-commerce, we implemented Local Store Visit Campaigns to drive traffic into Smeaton Bathrooms’ showroom. By optimising location-based ads and local search targeting, we were able to bring real people into the physical showroom—something the business had been unable to achieve before.
Results:
From April 2023 to September 2024, Smeaton Bathrooms experienced significant improvements across all key metrics, driving both online sales and in-store traffic.
Revenue Growth:
The Shopify Analytics dashboard revealed $2.1 million in total sales, with $1.6 million coming from online sales and the remainder driven by in-store visits and phone orders. The success of our local store campaigns brought a surge of foot traffic into the showroom, a major shift from their previous struggles with in-store engagement.
Warehouse Expansion:
With the surge in sales and showroom traffic, Smeaton Bathrooms experienced exponential growth, requiring them to upgrade their warehouse from a modest 30 square meters to a whopping 900 square meters. Today, they continue to grow rapidly, and the business can hardly keep up with the rising demand.
Increase in Online Sessions:
Total online sessions increased to 289,033, a 74% year-over-year growth. Improved site functionality and effective marketing strategies contributed to this surge in traffic, which in turn boosted sales.
Higher Conversion Rates:
The store’s online conversion rate rose to 1.02%, with significant improvements in add-to-cart and checkout completion rates. This 15% increase in conversion rate was a direct result of fixing the cart issues and optimising the customer journey.
Returning Customer Rate:
The returning customer rate rose to 10.69% by September 2024, reflecting improved customer loyalty. This was driven by a better user experience and a more streamlined checkout process.
Improved Ad Performance:
Our Google Ads optimisation resulted in an average ROAS of 4.77, with some campaigns, particularly those focused on vanities and mirrors, achieving up to 6.81x ROAS. This was a stark improvement from the previous underperforming campaigns.
In-Store Campaign Success:
Our Local Store Visit Campaigns were a game-changer. These campaigns not only drove more foot traffic into the Smeaton Bathrooms showroom but also contributed to a 900% increase in local visibility. The business was able to engage with customers who were previously only browsing online and convert them into in-store buyers.
The end result :
Through a combination of Shopify store optimisation and effective Google Ads strategies, we were able to help Smeaton Bathrooms transform into a powerhouse in their niche. By addressing the technical issues on their Shopify store, improving ad performance, and driving more foot traffic through local campaigns, the business achieved significant growth in both online and in-store sales.
Smeaton Bathrooms’ growth necessitated an expansion of their warehouse and staff to keep up with demand. Today, they are a leader in their niche, with sustained momentum that continues to build on the foundation we helped create.
