Hays Candles – Case Study

Hays Candles is a new entrant to the UK candle gift market built on the foundations of an existing mail order business.

Hays Candles have decades of experience with web and mail order businesses and their existing operation led neatly towards the formation of a new brand in the candle gift market. With knowledge and experience of the Sellerdeck product suite this was the company’s ideal platform. We designed the company’s main retail website but the main focus of the project was on establishing an effective Online Marketing strategy.

The Work

With no web analytics in place from which to understand what was working well on the site and where traffic was coming from the project was not straightforward. Instead industry data, specific to the gift candle market was used to build an effective SEO and PPC campaign.

Keywords were built into groups with related ad text written with relevance to the search term and the landing pages selected from the product categories within the website. The campaigns were then switched on and carefully monitored for many months to ensure that they were adjusted to maximise profit.

The Results

The site relaunched into a crowded and highly competitive market with instant visual appeal. Over the next few months the site’s online marketing, particularly on the PPC side was refined and improved based on the findings from the Google Analytics which were installed within the rebuild project. The site has continued to climb in the search rankings and a full marketing plan has been put in place based on the vital information gleaned from PPC.