Lipsy

Agency: Red Hot Penny

Driving Virtual Footfall Direct To Lipsy’s Online Store

The Challenge

Leading young London fashion brand, Lipsy, wanted to grow their direct sales with a direct-to-consumer marketing strategy. A tailored mix of our PPC and Biddable Media, Paid Social, Organic Search and Copywriting services helped to drive a whole lot of traffic to Lipsy’s online shop.

The Solution

Increasing sales through Lipsy’s own site required a joint effort from Red Hot Penny’s PPC and Biddable Media, Paid Social, Organic Search and Content teams. Their work with Lipsy was even recognised in the UK Biddable Media Awards 2017. Here are some of the other highlights…

AdWords gets a Red Hot Penny makeover: When the prospective Lipsy girl goes dress shopping, she’s not necessarily going to know that her dream dress is hanging on Lipsy’s virtual rails. In a saturated online marketplace, Lipsy needed their little black dresses, maxi dresses and more to be appearing in searches, and driving shoppers to the Lipsy site to complete their purchase. Red Hot Penny took over Lipsy’s AdWords account, separating out campaigns to target specific clothes category searches. Red Hot Penny went granular with keyword lists, match types, ads and landing pages, with one goal in mind – to improve search relevancy.

Growing new markets with Facebook and Google Shopping: Red Hot Penny introduced Google Shopping to the mix – the perfect pairing to Lipsy’s product and website business model, helping them to appear in Google’s above-the-fold window display. Paid search got social as they added another direct marketing channel with Facebook and Instagram remarketing to re-capture lost leads, becoming a huge source of revenue for Lipsy.

Search gets seasonal: Having over 100k active pages is so last season. Red Hot Penny removed outdated category pages, and recategorised clothing lines to better match smaller volume searches, helping to make page results a better match for search terms. An insight into seasonal search behaviour peaking ahead of launch dates meant seasonal categories were launched a month before search terms began to rise – so when those Lipsy girls were searching, Lipsy were ranking.

Dressing up Lipsy category copy: New categories featuring new products need fresh content. The Content team created helpful category copy, showcasing seasonal product trends and all written in the new Lipsy tone of voice to speak to their target consumers.

The Results

SEO drives revenue: Paid and organic search tactics saw Lipsy’s revenue increase 127% YoY, and generated an amazing 941% increase in revenue in just 2 years of working together.

Fill up your Google Shopping bags: Lipsy’s new Google Shopping direct sales channel sees a 738% increase in revenue YoY.

Lipsy pay less for mobile leads: Mobile CPCs are brought down from £0.25 to just £0.01 for brand terms, and top positions are maintained despite ongoing competition from resellers.

 Ben Lipscombe, Head of Biddable Media at Red Hot Penny said:

“Refining Lipsy’s PPC and Shopping accounts through both extensive search term management and negative sculpting has allowed us huge growth within the generic fashion space. This is in addition to our brand PPC campaigns, which saw us reduce costs to just £0.01 CPC on mobile. Facebook and Instagram advertising helped to make our messaging consistent across channels, and added significant revenue of its own. Organic search ranking improvements and paid search channels combined have helped Lipsy take up more result real estate across all devices, and significantly increase their top-level revenue.”