Craghoppers
Britain’s Adventure Outfitter Since 1965

Leveraging multi-channel conversion strategy for real results

Craghoppers, a global outdoor and adventure travel specialist well known in the UK, was not seeing a strong return on investment from digital marketing efforts in the United States. Craghoppers engaged with Fishnet to maximize their online visibility in the US and ultimately, drive sales from the website.

Engagement

Planning

In order to demonstrate early success and establish trust, we focused all efforts on a lower-funnel paid search & social strategy. We began by launching Google Shopping campaigns - a proven method of driving eCommerce conversions. At the same time, we launched product-based Facebook/Instagram ads focused on driving transactions. To enhance campaign performance, Fishnet also conducted a website experience audit to better align the visitor experience with the entry channels.

Creating

The US team began by developing and launching a multi-tiered website conversion strategy. We first worked with the team to gain a solid understanding of the company and their goals and challenges. Next, we set to work ensuring their website was optimized for organic search performance, cleaning up broken links, establishing a strong keyword ranking strategy, and measuring ongoing results. In tandem, we conducted deep competitor research to better understand the way competitors used paid search & paid social to drive engagement and conversion.

Deploying

Craghoppers experienced a 165% increase in website sessions (Y/Y) in the first month of our Search & Social program being in place. They experienced a 402% increase in the number of eCommerce transactions and a 5-to1 return on their investment in paid social advertising. These metrics helped formulate an approach for programmatic optimization that continues to create monthly improvements, exceeding Craghopper’s goals.

Collaborating with Fishnet is an example of the success that can come with partnerships built on trust, confidence and strong communication. Working with Fishnet we were able to experience incredible growth in a short amount of time.

Dennis Randall, President | North America