Remarkable Search Campaign Uses Innovation to Increase Customer Base and Conversion

Lab
Razors4U
FMCG
1st Dec 2015
Brand Advertising Creative
Campaign Planning
Consumer Market Research
Conversion
Copywriting
Data Management
Data Strategy
E-commerce Strategy
Ecommerce Analytics
Online Creative
Online Market Research
Paid Search & PPC
Qualitative Research
Quantitative Research
SEO

Executive Summary

Razors4U (R4U) is a start-up e-commerce company that sells popular brands of razor blades and shaving products to the UK and Europe.  R4U offers products as single purchases or through a subscription model, in which razor blades automatically arrive through a customer’s letterbox every 4, 8 or 12 weeks. The Razors4U.com website went live in November 2014, selling top brand products up to 40% cheaper than major competitors (offline and online) along with free shipping.

The key marketing challenge for Lab was to grow the customer base cost-effectively, whilst educating the market about the greater concept of buying razor blades online. Working with digital agency Lab and Kenshoo’s Infinity Suite, R4U was able to grow the average paid search conversion rate by 267% (cutting cost per acquisition in half), whilst simultaneously increase the customer base by 300%.

The remarkable conversion rates and customer base increase were due to a combination of strong strategic planning, innovative technology and pioneering techniques including Neuro Linguistic Programming, psychology and emotional triggers in ad copy to transform user behaviour and disrupt traditional thinking.