GPH Case Study

The Brief

GPH, a mid-market builder's merchant, found itself in a stagnant online position. Despite a significant investment in a Magento e-commerce website, the platform failed to deliver the desired results. The website suffered from technical issues, poor user experience, and low conversion rates. Additionally, GPH had a weak digital presence, with minimal social media engagement and ineffective marketing campaigns.

After spending its marketing budget on building an e-commerce website on Magento with little to no results, GPH approached us to help improve the functionality and overall experience of its existing website and grow its online revenue and presence.

Based on the audit findings, we developed a tailored marketing strategy that encompassed several key areas:

PARTNER INTEGRATIONS

INDUSTRY
Builders Merchant / B2B & B2C

SERVICES
Omnichannel Marketing Service, Bspoq Studios

SITE
gph.uk.com

KEY STATS

Online revenue
from £2K a month to +£50K

+233K generated
in 12 months (2023 to 2024)

+139% Increase
in website sessions

BOOK A CHAT

Our Approach

Due to GPH’s website being built by another company and on a platform we wouldn’t recommend, we kicked off the project with an in-depth audit of the current website and its performance to completely understand how we were going to be able to help GPH increase traffic, conversions and returning visitors.

Once we had a full understanding of the current website's setbacks and limitations, we built an in-depth Marketing Strategy incorporating key ecommerce tactics tackling some of the key issues impacting usability and conversion, as well as introducing other marketing channels to maximise reach, such as email marketing, print and digital advertising & social media.

Email Marketing

With a list of unused customer data, our priority was to improve GPH’s deliverability score and sender reputation. Grouping the list into segments, we used a warming-up strategy along with implementing key flows that optimised engagement to improve GPH’s open and click rates while also optimising for conversions.

We revitalised GPH's email marketing strategy by segmenting their subscriber list and crafting personalised campaigns. By leveraging automated workflows, such as welcome emails, abandoned cart reminders, and post-purchase follow-ups, we increased customer engagement and drove repeat purchases.

Email became GPH's biggest revenue driver, representing 44.4% of total online revenue in 2024 from January to Sept, equating to £190K.

SEO & E-Commerce Optimisation

We focused on enhancing the website's technical foundation, optimising product pages, and improving the overall user experience. By streamlining the checkout process, implementing effective search functionality, and optimising product images, we significantly improved conversion rates.

Driving organic traffic and increasing organic conversions were among the main objectives of our marketing strategy. We restructured GPH's whole website, focusing on site hierarchy and URL structure before mapping out a keyword strategy for each page. We then optimised technical and on-page SEO as well as improved content on blogs, product and landing pages for a better user experience. This resulted in an increase in 37% increase in organic traffic, making Organic Search the second biggest traffic generator behind direct traffic, broadening GPH’s customer base beyond Aberdeen and Aberdeenshire.

Social Media

GPH's Social Media was centred uniquely around pushing products and promotions, garnering very low engagement despite having a decent following on Facebook and Instagram. To shift GPH's perception and build a stronger brand identity, we developed a content strategy that focused on showcasing the people behind the brand.

By creating engaging videos and social media posts, we fostered a sense of community and increased brand awareness.We developed strong and engaging content that focused on the people of GPH, developing a series of videos where staff participate in various activities such as the GPH Builders Merchant Sweep and Guess The Tool. Since implementing the new strategy, content interactions have risen by 357%, with link clicks to the website up by 50%.

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

Adding Some Personality
‍To Marketing Communications

With GPH targeting trade customers as well as DIY enthusiasts, we wanted to create a message that would speak to both audiences. “ GPH, The Secret To A Job Well Done” was born. Emphasising the brand's expertise within the industry and its vast product catalogue. We were able to use this message across all channels within the brand's identity.