Case Study: Rapha

Being an integral part to helping a new brand grow online.

Rapha creates the finest cycling clothing and accessories in the world. Designed without compromise for the most discerning rider, Rapha products blend style with optimum performance. A passion for road racing means Rapha is more than just a product company. It is an online emporium of performance roadwear, accessories, publications and events, all celebrating the glory and suffering of road riding.

Rapha approached Toinfinity in 2006 to take over the management of their Pay Per Click (PPC) campaign along with advising them on online marketing strategy and website usability.

Our Solution and Results

Search Marketing

Our first port of call with Rapha was to review their current PPC campaign. We identified areas that could be expanded to increase exposure and sales whilst returning and positive ROI and other areas that needed to be dropped due to poor performance.

We have been running the PPC campaign since 2006, helping Rapha find new customers and promote its ever-growing range of the finest cycling clothing. In the run up to Christmas 2009 we were achieving over 2300% ROI.

From an initial UK campaign, we now manage PPC campaigns in seven different countries, increasing Rapha’s international presence online.

Over the past couple of years, toinfinity have advised Rapha on elements of search engine optimisation which are being implemented as a gradual process to fit with other development work and features of the website.

Email Marketing

In 2007 we worked with Rapha to implement a more regular newsletter communicating with their complete customer base informing them of events, products and general industry news. This marketing channel has been continually evolving and we continue to advise Rapha on doing more targeted email marketing campaigns.

Web Design, Usability an Analytics

Toinfinity have been a key part of evolving Rapha’s website to ensure that it show cases their emporium of products in the best possible way, whilst making the users journey through the site and checkout as smooth and efficient as possible, maximizing conversion and minimizing basket abandonment.

In 2009, Toinfinity worked with the team at Rapha to implement a completely redesigned website and checkout solution. Toinfinity also researched web analytics packages available in the market place as we had reached the limits of Google Analytics and need great intelligence on customer interactions on the site.

Toinifinity continue to work with Rapha providing them with e-commerce consultancy services on a weekly basis analyzing their webstats and using that intelligence to advise them on online marketing strategy, social marketing, specifying and project managing website enhancements.

Testimonial