Case Study: RichTone Music

Rich Tone enjoy a 54% boost in revenue, 43% increase in transactions and 74% increase in organic sales.... consider that glass ceiling smashed!

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We had definitely hit a glass ceiling. If you are an established online trader as we are, then speak with Jon. We have learned a lot in a short space of time and the results have been very impressive .

Richard Thomas, Director

Key points

  • Produced Ecommerce, Adwords & SEO Reports.
  • Remodelled Adwords campaign.
  • Restructured site checkout.
  • Transactions up by 43%
  • Revenue up by 53%.
  • Unique purchases up by 40%.

About our work

Rich Tone Music are one of the UK's biggest guitar shops. 

Starting from humble beginnings, Richard Thomas and James Ferguson have impressively developed the booming business. It now boasts an impressive showroom, employs around 25 staff and trades online via its webshop. 

The business turnover is in the region of £4m annually. We were contacted by Rich to see if we could help him move the e-commerce site forward. 

With an annual turnover of over £1m, Rich had taken the site a long way. However he rightly felt that it could do better and he had hit a glass ceiling with ROI on advertising spend, and site traffic. Try as he might, each time he pushed forward with Adwords, ROI kept dropping. 

We were brought in to review the site and advertising performance in 3 key areas: 

  1. Adwords campaign performance. 
  2. Site conversion rates and UX. 

Why rankings were lower than desired.  From this brief, we produced three in depth reports for Rich. These were presented to the client and it was decided to retain us on a month to month basis to help produce a plan of action for our findings.

Over the next 3-6 months, we worked extensively with the client to establish short and medium term objectives. We worked with both the internal team and external web design agency (Arkom) to improve the site/checkout and also brought in a search marketing agency (Ignition Search) to help run the Adwords campaign day to day.

From the conclusion of the initial review (late summer 2015) to time of writing, the client has quite dramatically increased revenue month on month. This has been achieved whilst ensuring the desired ROI requirements of the client.

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