The Need:
Bicycle Junction is a bike shop and cafe located in Wellington, New Zealand. I recently worked on a web redesign project with their design agency, you can read about that here. But once the website went live it was time for me to well and truly get to work driving traffic to the strategically redesigned landing pages to start to drive sales both online and in store.
The Remedy:
Following the launch of the website wasn’t so much of a single remedy as a whole suite of digital media solutions all aimed at driving web traffic and converting it into hard sales. It began with a roll out of PPC via Google Ads. I broke this down in a couple key ways to keep the campaigns nimble and effective by segmenting across geography (local ads vs nation-wide as they ship products across New Zealand) and with static vs dynamic ads allowing both hyper-targeted messaging and more brand-building oriented messaging.
One of many PPC ads.
Once we had the basics covered, I set out to really put the newly restructured blog to good use creating a series of knowledge-sharing posts aimed at not just highlighting products but also helping visitors truly up their cycling savvy. These were then leveraged as both landing pages on Google Ads as well as across social media campaigns using Bicycle Junction’s strong presence on Facebook and Instagram.
Some cargo bike blog posts.
Getting a little love on Facebook.
Activity on PPC and social channels didn’t just stop with evergreen content of course, I was quickly engaged to help drive sales promotions of various types. This brought in a couple more of my skills to the fray designing collateral for both social media and newly implemented display ads. All of this orchestrated by a strategic schedule laid out even as we were working away on getting the new website up.
The winter sale hits Instagram.
I took some existing creative and turned it into a full suite of display ads.
The Results:
In the end, and to this day, the nexus of social/display/PPC paid big dividends for the folks at Bicycle Junction. In conjunction with the new website design and content we were able to increase site traffic by 23% while doubling on-page time for our landing pages and blog posts. More importantly though the efforts have generated more consistent sales in the key electric and cargo bike categories, helping the team at Bicycle Junction realize the potential of their new place as Wellington’s truly local bike shop.
