Tilley Soaps

Taking a wholesale business into the eCommerce world with a little help from SEO and PPC to assist sales growth.

The Challenge

With over 150 years manufacturing in Australia, Tilley Soaps is a well-known and much-loved home essentials brand. As well as their famous range of soaps, candles and diffusers, Tilley also manufacturers a huge range of bath & body washes and lotions, as well as gift packs.

Until early 2017, Tilley’s primary sales channel was via wholesalers and re-sellers. While this channel had been achieving exceptional results for the company, they wanted to grow their presence in the online world to see if there was an opportunity for growth through direct manufacturer to customer eCommerce.

The Approach

Tilley approached us with a clear objective; to get the eCommerce sales functioning on the website and to build this sales channel for the business.

With a specified scope of work in mind, we opted to build the updated Tilley website by customising an existing Magento template. This enabled us to keep costs down while still achieving a custom branded feel across the website. In addition to this, we integrated a number of third party tools which would assist in a more effective and functional website that assisted in day-to-day management of sales and logistics.

Of course, the website was just the tip of the iceberg. With some very specific eCommerce sales targets in mind, we also took to developing a SEO and PPC strategy that would help in driving eCommerce sales.

Tilley Soap

The Solution

Arcadian Digital completed the website build with integrations into:

  • Stripe – as the payment gateway for online sales
  • MyFreight – as the logistics solution for Australia-wide shipping
  • Campaign Monitor – for email capturing
  • MYOB – accounting platform

The website build went off without a hitch with the end product being a beautiful and functional eCommerce website that captured the essence of the brand.

From a digital marketing point of view, we completed an initial SEO audit followed by a number of recommendations to kick off the SEO journey. This went hand-in-hand with our keyword and competitor research which gave us the first stepping stones into the first AdWords campaign.

The Results

In the first 12 months, we smashed the sales target set out with a 250% increase in revenue year-on-year, illustrating that online was not only a viable sales channel for the company but that it’s continued growth could represent a massive opportunity in the future. In addition to the fantastic sales results, we also:

  • Achieved an average eCommerce conversion rate of over 2%
  • Increased total website sessions by 62.6% over the course of the first 12 months
  • Grew organic traffic through continued SEO optimisations by 63% in the first 12 months

Although these are some fabulous results for Tilley, we’re not done yet! We’re continuing to work with Tilley for SEO and PPC to further boost online sales as well as provide data-backed recommendations for other digital opportunities that may also drive growth.

Tools of the Trade

What did we use to accomplish this? Glad you asked!



Web Development, Web Applications28 by Sam Wood

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