Erin Publications Case Study
Making ACCA and CIMA Study
Material Accesible
- Website UI/UX RE-design
- Website Development
- SEO
- Website Strategy Consultation
- Training
- Support & Maintenance
- Strategy Pod
- Design Pod
- Development Pod
- Customer Success Pod
EP had long dominated the market with books published by Kaplan, a well-known publisher in the industry, and conducted the majority of their business offline on a B2B basis, mostly selling to institutes in bulk. They recently switched suppliers to BPP, another reputable publisher with an in line, if not more effective, selection of study materials for the relevant courses associated with CIMA and ACCA professional qualifications.
Step 01
The Strategy Pod
Utilising our Strategy Pod, we identified that, with the onset of the pandemic, brought the need to bring their business online to enable better reach with potential customers and providing delivery islandwide.
- No E-commerce Store or operational setup to capitalise on online sales. (Payment gateway, Shipping and Delivery)
- EP was a relatively unknown B2C brand as majority of its business was B2B (Direct to Institute sales)
- Google My Business profile was not optimised.
In this tertiary education course, customers either;
- Study through an established institute with recommendations on books from their trusted lecturers.
- Self-study purchasing the required study materials.
Since this is a totally new market, with students at varying stages, and EP being a relatively unknown brand to the end customer, we had to adopt a “full-funnel” strategy which consisted of running multiple ads to better understand the target audience.
The Solution:
- Design and Develop their main lead funnel/e-commerce store.
- Design and Deploy reach and awareness ads across two different products to promote discovery.
- Conversion campaigns to encourage purchases.
Step 02
The Design Pod
Based on the Customer Journey Map and Insights gathered, our Design Pod took over and created the initial wireframes and mockups for the website and pages with optimised content for better SEO. Through the keyword analysis, research, and plan provided by our Strategy Pod, our Design Pod was able to create a content structure for each page that included long-tail and short-tail keywords specific to users search intent looking for Revision and Study kits.
Our Pod focused on making the platform simple to navigate, and ready to grow as more inventory was added. The process involved brainstorming, user testing, and close collaboration with the developers.
As part of the Content Strategy, we developed Art Direction for the Product Photography and Lifestyle Photography for branding and website related content.
The outcome?
- Wireframes
- Website Content Structure
- Website Design Guide for Desktop, Mobile and Tab
- Product and Lifestyle shots to utilise on the website.
Step 03
The Devlopment Pod
After the design team finalized the vision with a detailed Website Design Guide, our Development Pod transformed that vision into a fully functional, high-performance e-commerce website using WordPress, Elementor and Woocommerce. Through our collaborative process of our Pods, rigorous testing, and performance optimization, the Development Pod delivered a scalable, responsive platform that helped build the foundation for Digital Sales.
Step 04
The Growth Pod
Our Strategy and Execution plan with EP addressed students and professionals in Sri Lanka’s key regions and towns by targeting specific demographics and locations. EP’s existing customer database were used to create a lookalike audience. A variety of ad sets were run using automatic placement to better evaluate the response from each segment with different audiences, creatives, and goals.
Once Ads were run successfully and Facebook was able to assimilate data from its varying sources such as Pixels and interactions with Ad Posts, we were able to compile audiences who had interacted with the business at different stages such as:
- Visited checkout page but did not complete purchase
- Visited Website by clicking on CTA on the ad
- Interacted with the Ad Post or Facebook Page of EP
Ads were customized for each segment for re-marketing strategy. We also created lookalike audiences based on audiences with the highest level of interaction to reach more potential customers.
The result?
- 22x Return on Ad spend
- 2x Increase in sale compared to previous year
- $0.06 Average Cost per Lead
EP was able to improve quality leads and sales not only through their website, but also through offline options such as store visits and phone calls. From March 2021 to September 2021, EP saw a 126% rise in sales compared to the same period the previous year, with the website accounting for 28% of total sales. Overall, EP had a 5% gain in market penetration.