NRS Healthcare is an industry-leading supplier of over 3,000 products that aid independent living. Established over 70 years ago, it has operated in the B2B sphere, but is now growing its B2C business online.
Our target was to increase revenue on the website through non-brand paid media, a channel which has historically struggled to perform for NRS in terms of both cost and volume of sales.
We developed the following strategy, which we broadly split into four steps.
As an eCommerce client, our primary focus was on restructuring NRS’s Shopping campaigns to increase revenue. We focused on using the existing product structure from the website, allowing us to report back on the performance of individual product categories.
We worked to optimise bids based on individual product performance, and the revenue these generated. We are currently working with NRS at a product name level to increase visibility of the business’s entire product catalogue.
We knew there was great potential in product-specific search ads. To set these up we used the Google Shopping Feed, stripping out the product name, price, price band, product ID and URLs. Using this, we created campaigns based on price band, with product IDs for the ad groups, resulting in over 2,000 highly targeted ad groups.
“ It is clear that the changes to the website and our concerted efforts to increase revenue have had a positive effect for NRS Healthcare, and we are setting our sights high for the coming year. ”
Early on, we identified speed as a key issue on the website – this was affecting conversion rates and the general reliability of the website when traffic increased. Following our recommendations, NRS implemented a development program for the website that saw speed and reliability increase. With these improvements, NRS saw increased revenue across all of its online channels.
Although we wanted to grow revenue, we were also mindful of the ROI targets NRS had set for their non-brand PPC. To achieve this, we went through a process of pushing the account to increase revenue and then optimising the account in line with ROI targets. We then repeated the process, building revenue in a stepped process to increase it over time, while still keeping the ROI above target.
In Q1 we saw some stunning results, with revenue increasing 337% year-on-year. Alongside this we saw a 265% increase in transactions with a 20% increase in AOV. It is clear that the changes to the website and our concerted efforts to increase revenue have had a positive effect for NRS Healthcare, and we are setting our sights high for the coming year.