Dr Andrews

Case Study

Summary

Dr Andrews are a brand new start up with a management team from a pharmaceutical and medical background.

Coming to the market with a fresh approach to selling pharmaceutical products online, Dr Andrews don’t just want to drive sales. They are in the market to help and address delicate areas of conversation that exist to offer the right advice and deliver a top class service.

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Our Roles

Paid Search Marketing

Audience Building

Conversion Optimisation

Website Development

Adeo Case Study

The Challenge

A number of challenges present themselves when you launch any new brand, however this brand had some extra hurdles to overcome, namely how do you get traffic to a new site in these product categories with the various regulations in place.

Our aim was to gain sales & produce a high return on investment, we have been around for over 14 years and know that with any ecommerce and marketing spend there needs to be a clear path to success and sales.

This market space also provides a very high level of competition in terms of marketing and competing against well established, international household brands with big pockets.

Most of the keywords within this realm are very high cost per click search terms and coupled with many regulatory guidelines to adhere to, an example of this is you are unable to market brand terms directly on the ads and landing pages along with the limitation of remarketing pharmaceutical products.

Adeo Insights

Insights

We had a number of targets with this website, depending on the product range that was being promoted and the various demographics we had to appeal to.

Age groups and gender varied also,  depending on the product ranges we were looking to promote, for the most part the users tend to be slightly older.

Our Solution

Small focused groups with unique long tails phrases. Adverts that answer the searchers problems, that also include emotive triggers to gain clicks.

Easy to read, easy to navigate landing pages, product page and checkout.

We consistently worked on the keywords, this was our focus. Ensuring that the negative terms were updated regularly to gain clicks that would be more likely to convert at a lower cost per acquisition.

We knew we could not compete in budget against the large brands, so were thinking more strategically, many exact match terms that, although produce lower volume, have a higher propensity to convert. The ads matched the search terms which matched the relevancy of the landing pages, this meant our quality scores and ad ranking were second to none. This gave higher visibility at lower cost per click.

Results

The client was also part of the success, they took on board our suggestions in terms of required budgets to compete as well as site amends.

After monitoring how clients interreacted on the site we suggested a simple improvement on the product page, reducing text above the fold and moving the buy button to where clients were focusing. This saw an increase in conversion rate by 248.75%

Month 1

Strategy is always to improve conversion rate and lower the cost per conversion to give high ROI.

As you can see below working consistently each week, managing keywords, amending landing pages and offers within the ads.

The conversions grew 184% and the cost per acquisition was reduced 73%.

Month 1

Conversions – 143

Conversion rate 5.32%

(The average conversion rate in AdWords across all industries is 2.70%)

Cost Per conversion – £28.42

By Month 3 we were outranking the market leaders. Top of page 86% of the time, 51% share of the market.

Month 8

Conversion up 184%

Conversion rate – 13.52%!!!! 154.09% increase

Cost Per conversion – 73% reduction

Stats

Adeo Insights
73%

Cost per Conversion Reduced by

Adeo Insights
134%

Increase in Click Through Rate

Adeo Insights
184%

Conversions Grew

What Our Client Says

It is a daunting prospect to try and turn the crumbs of an idea into a fully-fledged online platform. I had no experience of web-design, e commerce or any sort of digital marketing and was expecting a jargon filled, tech driven headache as Dr Andrews Online Pharmacy took its’ early form and on throughout a journey of development.

The team at Adeo, however, don’t work like that.

Gordon and the team sought to listen and understand what I thought Dr Andrews Online Pharmacy should be but they opened my imagination to what it could be and set about creating the website.

Through the early stages of development and as things changed and evolved, all issues and ideas were considered and reasons for inclusion or exclusion were clearly explained. As testing started Adeo and I worked closely together so the site was straightforward to use from both the customer and non-customer facing sides.

Adeo have been the driving force behind the marketing plan, carefully plotting a strategy through Google AdWords, SEO and other novel approaches to generate sales.

Their creativity, technical know-how and sheer enthusiasm for the project have made the whole enterprise so far a great experience. I am very much looking forward to working alongside them to drive Dr Andrews Online Pharmacy onto the next level.

Thank you Adeo.

David Massie – Founder

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