Industry overview
What is shaping electronics
Consumer electronics and appliance buyers research online, compare prices across channels and judge brands on after-sales service as much as on features.
- Purchase journeys blend online research and in-store demos
- E-commerce and modern retail compete on price and delivery
- After-sales service drives repeat purchase
Client background
An audio accessories brand, working in United States, Canada & United Kingdom. Client identity is withheld to protect confidentiality.
- Organisation
- An audio accessories brand
- Sector
- Electronics
- Team engaged
- Digital Marketing
- Services
- E-commerce marketing, Performance marketing, Landing page & CRO
Client challenge
The brand sold mainly through marketplaces, paying high commissions and owning little customer data. Its own website attracted traffic from ads but converted poorly.
Research objectives
- Deliver on the brief: growing direct online sales for an audio accessories brand.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Own website and marketplace stores.
Audiences we typically reach in electronics
Appliance and device buyersOwners and usersRetailers and sales staffE-commerce shoppersService technicians
Geographic coverage
Coverage: United States, Canada & United Kingdom. Markets: United States, Canada and United Kingdom.
- United States
- Canada
- United Kingdom
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Checkout optimisation
- 3Creative testing
- 4Retention journeys
- 5Insight
We improved product pages with clearer specifications and comparison charts, simplified checkout and fixed tracking. Creative testing on social platforms focused on real usage scenarios, and post-purchase journeys encouraged reviews and accessory purchases. Customer reviews and questions from marketplaces were analysed to understand what buyers worried about, and those answers were built into product pages.
E-commerce marketingPerformance marketingLanding page & CRO
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Website conversion improved and direct sales grew as a share of revenue, with better margins and growing repeat purchases.
- Customer data from the website also guided new product development, as the team could see which accessories people bought together.
Clear comparisons helped buyers choose confidently without leaving for a marketplace.
Recommendations
- Build on the core insight: clear comparisons helped buyers choose confidently without leaving for a marketplace.
- Focus effort where the evidence was strongest: website conversion improved and direct sales grew as a share of revenue, with better margins and growing repeat purchases.
- Re-measure after the changes to confirm the effect.
Business impact
- The brand now uses marketplaces for reach and its site for loyalty.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do buyers build their shortlist?
Client identity is withheld to protect confidentiality.