Evans Cycles | Case Study

Client: Evans Cycles
Services: Paid Search, Natural Search, Insight and Analytics
Territory: UK

Strategy and innovation in paid and natural search drives up to 17 times ROI.

"The guys at iCrossing are an extension of our in-house team – working closely with our business to really get under the bonnet and understand how we work, our brand, our stock and what makes our customers come back.  This, combined with their expertise across natural, paid, and social marketing has been a major factor in fuelling our online growth."
Ben Hart, Head of Ecommerce Evans Cycles

Challenge

• The UK’s largest specialist cycle retailer, offering a wide range of bikes through both its website and offline stores
• Appointed iCrossing in 2006 to maximise sales through a natural search campaign. Appointed iCrossing in 2008 to manage paid search marketing as well
• Over-arching objectives: increase brand presence, customer acquisition and online conversions

Strategy

• Worked with Evans Cycles to ensure all existing and scheduled PR was optimised for search engines
• Innovative link tactics -  Link re-configuration programme and partnerships with related sites in key demographics to generate referrals
• Paid search live results management – Integrated a live feed of Evans Cycles’ stock availability into the search bidding campaign, to ensure bid budgets are never wasted
• International campaigns – paid search campaigns across 12 territories, offering competitive prices to overseas audiences 
• Rapid response – using  news hooks like the London tube strike to drive new traffic, by promoting a London commuter discount through PPC ads against tube strike related keywords
• Geographic Facebook key word ad campaigns to help drive cycling enthusiasts to Evan Cycles’ ‘Ride It’ organised events

 Results

• Natural search traffic doubled between Jan-Dec 2009 and, in June 2009, was the largest single contributor of revenue to the site
• More than ten times return on investment in the first month of the campaign.  In August 2009, iCrossing delivered 17 times ROI
• The partnership between iCrossing and Evans Cycles continues to grow

/ DOWNLOAD THE EVANS CYCLES CASE STUDY (PDF)

Find out more
+44 (0)1273 827 700
resultsREMOVE@icrossing.coME.uk