How LP Achieved 6500% Revenue Growth For trueCABLE

Selling ethernet cables online seems like a no-brainer, but it can be easy to get your marketing wires crossed in that process. That was the problem trueCABLE found themselves in after launching the business in 2015. At the time, the goal was to disrupt an industry dominated by traditional retail with a direct-to-consumer product offering that was both superior and more economical. Nevertheless, trueCABLE had early struggles achieving revenue gains that outpaced increases in ad spend. Yet they were resolute in their pursuit of perfection, working with two agencies before finding Logical Position, and the rest, as they say, is history.

About trueCABLE

trueCABLE delivers the fastest, most reliable, low-voltage supplies directly to consumers. Complete with installation tools and commitment to customer service and client satisfaction, their end-to-end solutions undergo comprehensive testing that outperform their expensive peers. With a lifetime warranty and 30-day money-back guarantee, they’ve earned a notable industry reputation. Whether you’re a seasoned installer or do-it-yourselfer, trueCABLE has the best selection of ethernet, coax, and general use cables on the market.

Goals

Grow attributed revenue and improve return on ad spend by 100%

Increase customer acquisition profitably

Expand the top of the marketing funnel

Improve conversion rates

Organic Search

The first service we launched for trueCABLE was organic search engine optimization (SEO), which helped us establish rapport with the client and build a solid foundation for years to come.

SEO Approach

• On-site optimizations
• Keyword research
• Content creation
• Industry relevant backlinks

SEO Results

Growing organic rankings doesn’t happen overnight, but it’s always worth the wait.

Keywords

Google Analytics Traffic Growth

170%

Increase in Revenue
(sitewide)

$209,596 $566,025

175%

Increase in Transactions
(sitewide)

572 1,574

190%

Increase in Sessions
(sitewide)

145,819 424,041

154%

Increase in Users
(sitewide)

127,456 324,782

Paid Search

We launched trueCABLE’s pay-per-click (PPC) Ads in March of 2019 to build upon our SEO success. We started by properly segmenting their campaigns and implementing accurate conversion tracking across phone calls and form fills. With so many slight product variations, we were able to isolate top performers and reallocate budget accordingly, which made an immediate impact on incoming revenue and opened the door to introduce additional managed services.

Current Approach

• Expanding non-branded search terms to increase qualified traffic
• Segmenting PMAX Shopping campaign to drive new product lines
• Continually testing new prospecting campaigns on YouTube, Demand Gen, Display

Results

Increase in Revenue

$5,903 $82,854 $390,913

Increase in Ad Spend

$5,150 $17,907 $82,179

Increase in ROAS

$1.15 $4.63 $4.83

Increase in Conversions

6 220 907

Business Impact

With our SEO campaigns and paid search efforts working in tandem, our team helped trueCABLE effectively launch several new product lines — leading to higher average order values and new verticals to acquire customers. Throughout the substantial growth period in the four years of partnership, trueCABLE upgraded their site and hosting platform to handle more bandwidth. Similarly, our team earned the opportunity to manage the Amazon platform for trueCABLE and continue our growth trajectory.

Amazon Approach

With an advertising cost of sale (ACOS) goal of under 25%, our team improved campaign efficiency with new targets on scaling gross account sales. We introduced Sponsored Display and Sponsored Brand Video to expand sales further down the pipeline. New product lines are continually being added and prioritized as trueCABLE incrementally expands their product offering.

15%

Revenue Growth

24%

YoY Increase in Overall Orders

23%

ACOS