byFriday <> Quooker | Agency Case Study

Who

Quooker is the tap that does it all. Instant 100°C boiling, filtered, chilled, still and sparkling water. They are a high ticket brand within the tap market with products starting around the £1,000+ mark and their bigger setups are £3,000+. Currently selling online and with a dealer network across the UK.

Services

Video consultation funnels

Strategy

Ads

Creative

Partnership Result

Year on year growth

for 7 years running

Strongest

The best peforming channel for direct-sales

Strategy rolled out to new countries

New HQ with multi cam/person live selling

Strategy

Quooker is the tap that does it all.

When we started working with Quooker they were doing what you would expect from any other e-commerce brand. Drive people to the website and hope the content does enough of the heavy lifting to make them add a product to their basket and purchase.

But why? Why should we sell like every other ecommerce brand? Working with the MD, Stephen Johnson we pinpointed a simple truth. If someone uses a Quooker they want one. When someone who talks to someone who owns a Quooker… they want one.

How can we replicate this digitally and for it to be as scalable as a Shopify or Magento basket.

The answer was live virtual consultations. See the tap in action, configure your setup and ask any questions that are relevant to you.

The fantasy is they’ll come to the website, type in their card details and buy. This is exactly the kind of purchase that just requires a conversation.

Rory Sutherland

Discussing byFriday's Quooker Funnel

Video consultation funnels

The idea was simple. Rearchitect the website CTAs and Meta ads (Instagram & Facebook) to drive people to a conversation rather than a basket.

Starting with an iPhone and Zoom as an MVP, we rapidly tested to see how effective the strategy would be. Needless to say we were both surprised at the results. Conversion rates through the roof and average order baskets higher.

The next stage was implementing an instant feature where a booking would not be need. Again the same results.

We doubled the business every year.

Stephen Johnson

Quooker UK & Ireland

Scaling with ads

The objective now was to drive as much traffic as possible to the funnel.

Ads across: Google, Google Shopping, Facebook, Instagram, Bing, Bing Shopping & YouTube

The one KPI that mattered: Video Consultations

By creating as many ads as with a framework that would work with Meta’s Andromeda update rather than against it. Without getting into the nerdy details we wanted as many variants as possible in each ad which distinctly differed across ICP (Ideal Customer Profile), creative angle, offer and placement. This allowed us to spend the same budget as we previously did and had growth month on month growth for our 6 year relationship (on-going).

Refining the virtual consultation landing page

If you have a 1% conversion rate on a page and can make it 2%. You just doubled your business. The next area of optimisation was to do just that.