The Start of Back Care Online and What We Wanted
Although it’s now one of the UK’s go-to suppliers of back care products, Back Care Online didn’t start out this way.
Echo launched Back Care Online in 2020, initially for the opportunity to live and breathe our ecommerce knowledge, both in digital marketing and beyond.
We wanted to start an ecommerce business and help it grow….and not only that, thrive! We used it as a side project to develop new processes, further develop our knowledge and test new tools and ideas to share with clients.
In the first 12 months, Back Care Online made thousands of sales. achieved £1.2m in revenue, had employed warehouse and sales staff in the UK, and launched in Australia and New Zealand. This was all during our ‘spare’ time, on our first ecommerce side project – of course, all whilst also working with clients to do the exact same.
Like every business, it needed to get noticed and begin attracting customers.
We first developed a shiny new website to raise its profile with a view to establishing the business as an industry leader, raising its online presence and increasing revenue.
The Challenge We Faced
As a new ecommerce business, Back Care Online’s webpages were languishing well below the first few pages of Google search results, meaning very few people could find its products unless they already knew the brand.
- Getting noticed: Google usually tends to favour older, more established businesses in its results pages. Getting a relatively new business (that also had a new website) to rank highly is no mean feat, but we were only too happy to take on the challenge.
- Google Ads: The company was spending a significant amount of money on Google Ads, but was finding it hard to keep tabs on exactly how profitable each campaign was.
- Conversions: Although people were landing on the website, not enough of them were converting (i.e. buying a product or getting in touch for more information). This needed urgent attention to help drive profits and grow the business.
- Logistics: Marketing challenges weren’t the only ones Back Care Online faced. As a fast-growing business, it needed to implement systems and infrastructure to allow it to keep pace with demand. A failure to do so could have resulted in delays to orders, harming the fledgling firm’s reputation.