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97% Increase in PPC Revenue

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Website: InfinityMotorcycles.com

About Infinity Motorcycles:

Established in 1999, Infinity Motorcycles was set up to offer a great range of specialist motorcycle accessories and equipment at low prices, with excellent customer service.

Things started small, at a former bank on the North Circular. Today, the company employs over 150 staff across 14 stores.

History:

Digirank started working with Infinity Motorcycles back in early 2010. Initially we were enlisted to help improve their online presence and we spent time optimising their website and building awareness of the brand and their products online.

After 4 years of successfully managing their SEO campaign and generating strong year-on-year growth, we were tasked with improving the efficiency of their PPC Google Adwords campaign. This had previously been managed both in-house and by a third party.

Today, our approach to Infinity Motorcycles digital marketing campaigns is strategic, with a blended approach across paid, earned and owned media.

infinity ppc google premier partner case study

Objectives:

Infinity Motorcycles leads the UK motorcycle industry by providing a seamless online and in-store shopping experience. This gives them an advantage over some of the pure-play competitors who don’t have physical retail store presence. Our objective for the digital campaign is to maximise and leverage the digital opportunities for this bricks-and-clicks business model.

The main aims for the digital campaign:

  • To drive brand awareness of Infinity Motorcycles
  • To drive increased footfall to the stores
  • To drive increased website traffic
  • Generate strong year-on-year growth for total website revenue & profit
  • Support new store launches
  • Tactical digital campaigns to support in-store and online sales promotions

Approach:

Having worked with Infinity Motorcycles for the last seven years, we’ve built up a huge amount of digital data and have really good understanding about the business. This has been hugely valuable in informing and refining the digital strategy as we can make informed decisions quickly to improve efficiency, as well as identifying new opportunities.

Understanding the customer journey and influence of the different channels on purchase behaviour, both online and in-store, has been a key part of our strategy. Some digital channels play a crucial role in the early part of a buyer’s decision process and assist in the purchase, whilst other channels play a more prominent role as the last interaction before a sales conversion. PPC, SEO, content and social media are key marketing channels for driving sales for this omni-channel retailer.

41%increase in website revenue
infinity website optimisation on laptop

Results:

Comparing overall website sales figures for 2016 to the previous year, we can see:

  • 24% increase in total online transactions
  • 41% increase in online revenue
  • 97% growth in online sales attributed to PPC activity
  • 31% growth in online sales attributed to social media activity

 

“Digirank have a really knowledgeable team and are really open and honest in the way they work with us. They have a refreshingly proactive approach and are constantly looking for new ways to increase our website sales. Their work has been integral to the success of our website.”

infinity marketing manager alan arnold
Alan Arnold eCommerce Director