Company Size:

15 Staff

Sectors:

Retail & Ecommerce

Services Echo provide to the client:

Branding CRO Digital Marketing Ecommerce PPC SEO Websites
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Back Care Online

Launched in 2020 by Echo, Backcare Online has swiftly emerged as a leading provider of back pain relief products, specialising in ecommerce operations. With a robust presence spanning the UK, Australia, and New Zealand, the online platform offers a comprehensive range of solutions meticulously curated to alleviate discomfort and enhance wellness. Endorsed by numerous healthcare professionals, including doctors, chiropractors, osteopaths, and occupational therapists, Backcare's products have garnered widespread acclaim for their efficacy and quality.

Since Echo's inception of the Backcare Online website, the performance metrics have soared. We've witnessed a remarkable 234% surge in website sessions, a staggering 333% increase in transactions, and an impressive 435.28% rise in revenue, underscoring the effectiveness of our strategic collaboration.

The Backcare Online team embodies the same ethos as the Echo team – a dynamic and dedicated group of professionals committed to delivering unparalleled service. Renowned for excellence in customer care, Backcare Online have deep expertise in the healthcare and fitness sectors, approaching problem-solving with innovation and agility, ensuring that customers receive nothing short of the best.

Back Care Online Ecommerce Triumph

Results we've achieved just in the last 12 months

157%

Increase in
organic traffic

175%

Increase in
new visitors

84%

More purchases
made

59%

Increase in
revenue

The Challenge

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, Back Care Online 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 its reputation.

Results from PPC since launching Back Care Online

49M+

Impressions

584,097

Clicks

25k+

Conversions

1,000%

ROAS

The Solution

How We Tackled the Problem

  • Complete SEO Strategy
  • Paid Advertising Management
  • CRO & Website Improvements
  • Logistic Solutions
  • Going Global

Complete SEO Strategy

Our team conducted an in-depth SEO evaluation of the website, before implementing a raft of changes to help boost its rankings. We also wrote regular blogs, carried out keyword research and optimised page content to target all-important keywords. Our team also designed and built brand-new landing pages targeting crucial keywords, filling them with relevant and engaging content to help them rank highly in Google search.

333%
increase in transactions
435.28%
increase in revenue

Paid Advertising Management

We set up and managed a bespoke PPC campaign, running Google Ads to target potential customers and drive traffic to the website. To illustrate precisely how profitable each campaign was, we developed our own fully automated reporting system. This records how much profit each campaign and each brand is making, as well as their performance over time, and has proven instrumental in the ongoing growth of the business. Over (or under)-spending on ad campaigns is now a thing of the past for Back Care Online. Besides running ads, we also spent a great deal of time optimising the Google Shopping feed using Google Merchant Centre. This included integrating their website reviews with Google Shopping reviews (helping the business improve its seller rating), and implementing a tool to automatically flag underperforming products.

CRO & Website Improvements

Once we’d attracted more people to the site, we set about optimising the user experience. Through carefully considered CRO changes, we made it easy for customers to find what they were looking for… and persuaded them to convert. Changes included adding new product images and videos, FAQs (which also had an SEO benefit), a reviews feature, product labels and improved, more informative page content. We also implemented a series of tools and checklists to ensure consistency from page to page and monitor which actions were being completed by users.

Back Care Online Ecommerce

Logistic Solutions

To help Back Care Online keep up with rising demand, we implemented an omnichannel customer support ticketing system called Zendesk, along with a stock tracking system, forecasting software and overstock tools (which let the company know if they’re holding too much stock of slow-selling items). Being competitive on price was a vital consideration for the business, so we implemented automatic price monitoring software, which scans competitor websites and adjusts product pricing accordingly. Finally, we added an RMA return manager to the website, reducing their administrative burden and making returns easier for customers.

Going Global

With content not solely focused on the UK market, and wanting to branch overseas, we set up an international SEO campaign to expand Back Care Online’s remit to Australia and New Zealand.

Complete SEO Strategy

Our team conducted an in-depth SEO evaluation of the website, before implementing a raft of changes to help boost its rankings. We also wrote regular blogs, carried out keyword research and optimised page content to target all-important keywords. Our team also designed and built brand-new landing pages targeting crucial keywords, filling them with relevant and engaging content to help them rank highly in Google search.

333%
increase in transactions
435.28%
increase in revenue

Awesome Results

"We're delighted with the fantastic results that have been achieved. Being a start-up company with a new website, we knew it wouldn't be easy to rank well. With the experience from the highly skilled team, a number of our specialist products now feature on page one of Google and the business just keeps growing!"
Dustin Braband at Echo Web Solutions
Dustin BrabandDirector, Back Care Online

Services that Echo Provided

Branding CRO Digital Marketing Ecommerce PPC SEO Websites

Our Results

What We Achieved For Them

Through this process, we’ve discovered all the pains, frustrations, challenges and opportunities that ecommerce businesses face. We’ve also developed a series of processes, tools and strategies that are working for ourselves and that we share with our clients.

Thanks in part to our comprehensive digital marketing strategy, Back Care Online has become one of the UK’s leading specialists in back care products – and it continues to go from strength to strength to this day.

Not so long ago, the company could have only dreamt of page one search rankings. Now? It has 30 terms ranking in position 1, it ranks among the top three businesses nationally for a whole host of back care related searches, 53 in fact, and 87 high search volume terms on the first page, allowing it to attract thousands more potential customers to its website. 

Although we’re proud of what we’ve achieved with Back Care Online thus far, we know it’s only the beginning. Our digital marketing work continues, just as the company continues to grow and thrive.

Launched in Three Countries

Initially only operational in the UK, we helped Back Care Online go global and begin selling in Australia and New Zealand with a bespoke SEO campaign.

Initially only operational in the UK, we helped Back Care Online go global and begin selling in Australia and New Zealand with a bespoke SEO campaign.

£3M Sales

With over 10,000 sales (and counting), Back Care Online is no longer small fry - it’s one of the sector’s leading specialist suppliers. Our work had a significant impact on the young company’s growth.

With over 10,000 sales (and counting), Back Care Online is no longer small fry - it’s one of the sector’s leading specialist suppliers. Our work had a significant impact on the young company’s growth.

£1M+ Ad Revenue

A highly successful Google Ads campaign - supported by our own in-house profit monitoring system - has allowed Back Care Online to generate over £1m in sales revenue from ads alone!

A highly successful Google Ads campaign - supported by our own in-house profit monitoring system - has allowed Back Care Online to generate over £1m in sales revenue from ads alone!

Page One Rankings

A number of products have risen to the front page of Google search, like the Travel Mattress Topper. This page is currently ranking second (out of 8,770,000 results), giving the company widespread exposure.

With over 880 monthly searches, we rocketed the electric adjustable height desk from not ranking at all to position 5, in just 5 months.

A number of products have risen to the front page of Google search, like the Travel Mattress Topper. This page is currently ranking second (out of 8,770,000 results), giving the company widespread exposure.

With over 880 monthly searches, we rocketed the electric adjustable height desk from not ranking at all to position 5, in just 5 months.

Featured in the Daily Mail

Back Care Online’s rise to become one of the industry’s leading suppliers resulted in attention from the Daily Mail, who referenced the business in an online article.

Back Care Online’s rise to become one of the industry’s leading suppliers resulted in attention from the Daily Mail, who referenced the business in an online article.
Back Care Online Digital Marketing

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