Building an Ecommerce Revenue Machine
164% year-on-year revenue growth from Meta Ads, 92% from Google Ads, and 52% from organic search.
With our help and all under a year!
Increase in tracked revenue. Achieving more with less.
Posturite is one of the UK’s leading ergonomic workplace specialists, selling to both consumers and businesses through a sizeable online store and service business.
They came to Vixen Digital because their previous agency was closing business. The initial audit already pointed out to several clear opportunities:
- paid media activity was running but the ROAS could be improved
- the SEO strategy could have a clearer commercial focus
- cross-channel alignment was lacking
- tracking was fragmented
Results
Six months YoY results
THE CHALLENGE
Great products. Digital Marketing That Needs Levelling Up
Posturite had the brand, the product range, and the customer base. But their digital channels weren’t working hard enough. Specifically:
- Paid media was generating conversions but mostly from low-value accessories, not the high-ticket chairs, desks and workplace assessments that drive real margin
- Meta Ads were heavily weighted toward existing customers, limiting new audience growth
- Google visibility in brand shopping results was being lost to resellers and competitors
- SEO was producing traffic but without a clear commercial focus or robust conversion tracking
- Analytics were fragmented with no reliable way to measure true business impact across channels
The brief to Vixen Digital: build a coherent, full-funnel strategy that shifts the performance mix toward high-value outcomes and give us all the data to prove it’s working.
WHAT WE DID
A joined-up strategy across every channel.
Rather than optimising each channel in isolation, we started with the question: how does a customer discover, consider, and buy from Posturite? Then we built the strategy backwards from that.
Audience Research
We kicked things off with really understanding how their audience behaves. That meant primary research with the Posturite team, mapping where their audience gathers online, using LLMs to process data at scale, and applying behavioural analytics to understand what visitors do once they land on the site.
Some examples include:
- Trust Pilot analysis using Google Cloud NLP and Vedar – to understand the pain points or opportunities for the business and the sentiment at a granular level
- Analytics dashboard audience elements – this included engagement metrics, funnels and micro events
- Also Asked analysis using LLMs – to understand the organic search journeys
- Hotjar and custom Google Analytics event tracking
- Reddit analysis for ergonomic products using BERT models – to understand the language and topics their audience is using
"Vixen team are very knowledgeable, dynamic and efficient marketing experts to work with. I enjoy working with their people on SEO, Paid Social and more for our multi-million pound business. Highly recommended - they know their stuff!"
All this rich information on how Posturite’s customers search, how they think, the language they use and how they feel was then fed back to the internal Vixen Digital team and used to optimise both paid and organic digital marketing channels.
Paid Social - Meta Ads
We restructured the account around a clear three-layer funnel:
- awareness for new audiences
- an always-on and campaign based sales campaign
- a low-touch dynamic remarketing layer for people already in market
We shifted Meta audience targeting decisively toward new and engaged customers and away from the existing customer base, taking a short-term hit in exchange for long-term growth.
We introduced social proof as a core creative element, integrating Trustpilot ratings directly into ad formats. These creatives alone were our best-performing creatives of the year: £11 CPA and 28–30x ROAS.
Meta Results Highlights
Meta is rarely the first channel ecommerce brands think of when they want serious revenue. It should be.
Posturite’s Meta account now generates a 14x return on every pound spent more than doubling its ROAS year-on-year while cost per acquisition has been cut nearly in half. The increase in revenue with only a modest 11% increase spend also isn’t a fluke; it’s the result of a deliberate shift in campaign structure, creative strategy, and audience targeting that we rebuilt from the ground up.
Some year on year highlights include:
- 14 ROAS – ⬆️ 232% increase
- ⬆️ 164% increase in revenue
- With only a 11% budget increase
- ⬇️ 46% decrease in CPA
- ⬆️ 3.1% increase in clicks
- ⬆️ 45% increase in CTR
PPC - Google Ads & Microsoft Ads
When we took over, most conversion value was coming from low-ticket products. We systematically redirected budget toward chairs, desks and workplace assessments, the products that genuinely move the revenue needle. We fixed a critical gap in brand visibility by launching a dedicated shopping campaign that stopped competitors and resellers taking traffic from branded queries. We created new video assets, tightened audience signals on Performance Max, and ran weekly search term reviews to continuously improve traffic quality.
Google Ads Results Highlights
Some year on year highlights include:
- 13 ROAS – ⬆️ 110% increase
- ⬆️ 22% increase in conversions
- ⬇️ 8.5% decrease in spend
- ⬆️ Average order value grew 57%
- ⬆️ 92% increase in revenue
SEO & GEO
Posturite already had a well developed resource and blog section with a lot of value being shared by the team on the website. They were positioning themselves very well as thought leaders. The opportunity was in optimising those pieces further for better discoverability and moving the SEO focus from traffic to commercial outcomes.
With generative AI is absorbing informational queries and sessions being down across the industry, it was more important than ever for us to focus on ensuring the users who do visit are higher intent and converting better.
We combined SEO and GEO with conversion rate optimisation (CRO) ensuring that we are not only bringing in traffic but we are providing the best user experience for visitors and driving them further down the funnel.
A few examples here included:
- Using audience research to inform our content calendars but also our website architecture.
- Setting up analytics tracking to provide us insight into our audience – this included custom tracking for main UX events such as segmented menu tracking and Hotjar analysis
- Creating page wireframes in line with audience analysis
- Optimising the conversion journey across the blog
We also set up tracking for AI visibility to ensure we are keeping an eye on this increasingly important channel. While traffic here is still low there is an obvious upward trend and some AI chats have already started bringing in revenue.
SEO & AI Search Results Highlights
Some of the recent YoY six months results include:
- ⬆️ 52% increase in revenue
- despite ⬇️ 26% decrease in traffic
- ⬆️ 96% increase in impressions
Analytics & Measurement
The most important element (often missed by way too many companies!) is to ensure a robust analytics measurement framework underpins their digital marketing.
You can’t prove what you can’t measure! And, without measuring what matters you can’t optimise for better results. It’s that simple!
For Posturite, we built a new and improved analytics stack from the ground up.
This included:
- Building a measurement framework defining objectives, primary KPIs, secondary metrics and segments, developed in a workshop with the Posturite team
- Producing a full tracking plan, developer guide and GA4 event matrix to turn the framework into something implementable
- Setting up enhanced analytics tracking for GA4, Google Search Console, Microsoft Ads, Google Ads and Meta Ads once the plan was in developers’ hands, with 95% of planned enhancements now live
- Delivering a bespoke Looker Studio KPI dashboard covering all channels, built directly from the measurement framework