Now part of the Pets at Home family, Ride-away was established in 1980 and now has a worldwide reputation as a specialist retailer of equestrian supplies for both horse and rider. Ride-away’s main objectives for this project were: To improve the look and feel of their existing ecommerce website, develop a mobile commerce website, achieve ambitious growth targets and increase brand awareness through an online marketing campaign. The solution Agency51 delivered had to be flexible and easy to update by Ride-away’s in house website team. Agency51 develop for the future, Ride-away’s solution was built to be scalable in order to quickly grow with Ride-away’s marketing success.
Agency51 worked as a partnership with Ride-away to deliver a feature rich and effective new ecommerce offering. Our experienced design team used their creativity and knowledge of best practice to design a highly converting solution that seamlessly represents Ride-away’s brand identity. Agency51 developed Ride-away’s desktop and mobile offering, enabling Ride-away to target customers on any device. In addition to web design and development, our expert team of digital marketers developed and managed a highly successful digital strategy across multiple channels including SEO, PPC, Google Shopping, Email, Social Media and On-Site Conversion Optimisation.
We began this project with a clear goal – this website must help to achieve Ride-away’s ambitious growth targets. Our digital marketing team implemented a comprehensive SEO strategy as the website was being developed, enabling us to optimise the site for search as well as user journey.
ONLINE MARKETING STRATEGY
To achieve the growth figures Ride-away were aiming for we developed an integrated online marketing strategy with a focus on quality traffic, higher ROI and increase conversion from both new and repeat visitors.
Our digital marketing team worked closely with developers throughout the build process to ensure that the site was SEO friendly including page titles, alt texts and canonical tagging. We manage Ride-away’s SEO on a constant basis, reporting and optimising continuously throughout the site. As part of Ride-away’s SEO strategy we develop compelling and informative content to be shared, this has improved the brand awareness as well as giving Ride-away quality backlinks and referencing sites.
PPC is an important channel for Ride-away due to the competitive nature of the industry. We conducted extensive research into industry based keywords and competitor bidding and produced an ongoing PPC strategy based on our learnings. The Ride-away PPC account is very structured which enables us to report on a granular level. Since launch we have seen increased ROI and reduced CPC.
Ride-away have a large database of customers that is ever-growing after the launch of our marketing campaign. We manage and send emails on a regular basis to Ride-away customers and contacts, we offer consultancy and strategic services based on content and design and work closely with Ride-away to determine the desired outcome for each mailer. We provide weekly reports and recommendations to consistently improve the message Ride-away send to their loyal database.
Social is still growing in the digital world. In the equestrian industry, social is a large part of the purchasing process as customers share and review product tips on a regular basis. We worked with Ride-away to provide a comprehensive social strategy which included training on how to best leverage social channels to begin relationships with customers. As a result, Ride-away now have over 5,000 likes on Facebook.
Ride-away’s ecommerce solution has produced sales growth beyond the initial targets. The site has achieved a huge 300% growth since launch. After launching the mobile optimised Ride-away site, the company saw their orders via mobile devices more than triple. Ride-away continues to grow with our focussed PPC marketing and regular email campaigns. Ride-away were recently acquired by the UK’s largest specialist pet retailer, Pets at Home. This is a testament to the success of Ride-away’s marketing and growth efforts.