E-Commerce case study, 2021
Innovative paid media drove 5,465 new visitors and 33% market share for the UK's number one tile specialist.
We ran a structured test-and-learn paid media program for Topps Tiles, Britain's biggest tile retailer. It brought 5,465 new visitors, 1.3M impressions and a 7% CTR. Topps also won a third of the unique visitor share in its market, all while hitting its ROAS targets.
New site visitors won through steady innovation and better paid media.
Extra impressions gained between June and September, which widened brand reach.
Share of unique visitors won in the market, beating reach goals ahead of schedule.
CLIENT SNAPSHOT
The brief
The UK's number one tile specialist, serving DIY homeowners and the trade through hundreds of stores and a growing online shop.
Topps Tiles is the UK's number one tile specialist. It is a trusted retailer with an unrivaled range of tiles for home improvement and renovation. With hundreds of stores across the country and a growing online presence, it serves DIY homeowners and trade pros alike.
The pandemic changed how people shop almost overnight. Even traditional home improvement retailers had to put their digital channels first. Topps had a strong brand in its stores. But it needed to step up and innovate in paid media to stay the market leader as online retail grew more crowded.
The problem
Stay ahead as stores reopen, without giving up the ground won online during lockdown.
What we did
A steady test-and-learn program with one structured test every two months.
We treated paid media as a series of tests, and each one built on the last.
We set up a steady test-and-learn plan. Over six months, we ran one structured test every two months to drive new ideas, better efficiency and a bigger audience.
First, we checked whether Topps' paid media was cannibalizing other channels. A statistically sound test showed where the channels overlapped and cut wasted spend. Next, we grew audience reach with dynamic search feeds and ad copy to match. Then we used what the earlier reports showed to build campaigns around inventory. Those campaigns put popular products right in the search results.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
One sound test every two months. We tested cannibalization, dynamic search and inventory-led campaigns, each in turn.
A statistically valid hold-out test measured how much the channels overlapped. It won back spend that was being paid twice.
We reached more long-tail terms, with template-driven copy that stayed on brand at scale.
Search ads followed live stock levels, so customers only saw products they could actually buy.
Weekly budget moves kept profits safe while we grew into newer segments.
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