Razors4U (R4U) is a startup e-commerce company selling popular brands of razor blades and shaving products throughout the UK and Europe, both as single purchases and via a subscription model with blades automatically arriving through letterboxes every 4, 8 or 12 weeks.
To many UK shoppers, buying razor blades online is an unfamiliar concept, so R4U needed to raise awareness and educate the market in order to build a customer base. Initial trials with paid search successfully achieved a 3% conversion rate, which is around the industry average. However, Cost per Acquisition (CPA) was very high at £12. The company needed to bring this down and improve on the conversion rate if possible. It set the following objectives for search:
R4U chose to work with Kenshoo partner agency, Lab, to roll out a search-based digital marketing campaign. Headquartered in London, Lab designs, develops and markets award-winning digital experiences incorporating a blend of neuromarketing, psychology and behavioral economics.
Lab implemented a unique approach using psychological modeling and linguistics to inform campaign strategy and ad copy. This was coupled with sophisticated campaign optimization, automation, tracking and reporting via the Kenshoo Infinity Suite.
Within five months R4U had already surpassed all its set objectives:
This success has continued: more than 12 months later conversion rates hover around 9% with a CPA of less than £4, down from £12 when the campaign began.
More importantly, the combination of Kenshoo and Lab has helped shape future marketing strategy. R4U has increased its search budget and diversified spend to include new markets, new channels, and new geographical territories. R4U is not only meeting its current sales objectives, but it has gained a scalable platform for long-term growth.
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