The Bass Centre - Case Study

The Basscentre came to us after recommendation from another client. They had a poorly performing ecommerce site with very little functionality, visually unappealing and it suffered terrible user unfriendliitis (a common online disease). It was also not search engine friendly (all the product urls were random number strings), the pages weren't indexable and traffic had dropped dramatically since the site had been live.

The Basscentre relied mostly on Google Adwords to bring in traffic. On inspection the adverts were untracked so there was no conversion data and all the adverts were generic and directed users to the site's home page.

Despite a great company history, 25 years in the music retail industry and lots of pro endorsements, the site was failing and the company's exposure online was rapidly vanishing.

WhiteRabbit Creative replaced the site with new ecommerce platform with full functionality (customer reviews, wishlists, abandoned basket follow up, multi currency, related products etc). The platform is search engine friendly, fully spiderable and has excellent usability.

We also ensured that all Google Adwords were tracked, so we could assess conversion costs and created new ad groups, unique adverts and unique destination urls. Over the course of 2 months, we paused poorly performing ads and gave more budget to those that did perform.

We also designed and created templates for monthly email newsletters (now handled by Basscentre staff).

Following these changes, sales rose by 45% on previous months.

WhiteRabbit Creative were retained to manage all aspects of The Basscentre's online marketing strategy.

Services used:

Photography
Web design
Copywriting
Search engine optimisation
Online marketing
Email marketing