Case Study: Online CPAP Shop Sees 194% Increase in Ecommerce Sales

CASE STUDY

Ecommerce Sales Skyrockets +194%

+194%

Revenue Increase

+38%

Conversion Rate Optimization Gains

+69%

Return on Investment Growth

A full-funnel approach which delivers amazing ecommerce results and brand growth.

The Client

SleepEh is Canada’s premier sleep and healthcare online retailer with a focus on the sleep apnea (CPAP) segment. Started by a CPAP industry expert in 2016, it has quickly grown into arguably one of Canada’s favourite sleep and healthcare businesses, growing triple digits year over year.

The Challenge

When the Owner and the Senior Operations Manager approached us three and a half years ago with no website, no brand awareness, no customers or sales, we were thrilled with the prospect of guiding them to build a brand-new business from the ground up. Within the first two years, the client had seen growth across all key performance indicators (KPI), however in 2018 our challenge was to drive more online revenue while decreasing our acquisition costs, all while building more brand awareness in the marketplace. What they desired was an updated full-funnel digital marketing strategy to match the rapid growth they were seeing in the marketplace.

Our Approach

The e-commerce marketing specialists at MRCK marketing took a step back and looked at the business from a holistic point of view. Initially reviewing our search engine marketing (SEM) efforts via Google Ads, we discovered where we could improve in order to increase our return on ad spend (ROAS) further, while introducing Bing Ads in the SEM channel mix.

When it came to our social media marketing (SMM) strategy, we started with Facebook to compliment user demographics and where the user base was spending their social time online. With the success of our social tactic, we now plan to evolve into more social media platforms like Instagram.

We also undertook a comprehensive search engine optimization (SEO) audit to understand how we could increase the organic traffic to the product and category pages. We considered the types of phrases showcasing consideration of the product or purchase intent. Our experience had also taught us conversion rate optimization (CRO) efforts to the site would be key in converting more users landing on SleepEh.ca regardless of the channel the traffic was coming from. After taking some time to fully understand the past performance and current competitive landscape, we devised an updated full-funnel strategy.

The Results

Overall, the partnership with MRCK marketing has delivered more than double the e-commerce revenue.

Two contributing factors to the increase in revenue were due to the +67% increase in relevant traffic with a combination of a +38% conversion rate optimization. The increase in ROI by +69% was a direct result of improving our ROAS by +27% on the paid channels.

MRCK marketing’s full-funnel strategy has delivered a fantastic +194% year over year revenue growth for SleepEh and will expect our performance to continue into 2019.

CLIENT TESTIMONIAL

“MRCK had created a website for us, built a huge online presence with their knowledge with Google Adwords, SEO, consumer behaviour and patterns. (Some times I feel like they know the health care industry better than we do). Their suggestions and expertise in the areas of digital marketing have really contributed to the growth of our company. Looking forward to our ongoing relationship!”

-Sasa Hu

Area of Focus:

Ecommerce Digital Strategy
Ecommerce Store Build
Social Media Marketing (SMM)
Search Engine Optimization (SEO)
Content Strategy
Search Engine Marketing (SEM)
Creative and Design
Conversion Rate Optimization (CRO)
Website Optimization

Client Service Area:

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