Puck Stop
Puck Stop, the UK’s premier retailer of hockey equipment, has been a trusted name in the ice hockey sector for decades. While their organic search performance was strong, evolving market challenges, such as SERP volatility, PPC underperformance and Shopify migration meant that we needed to take a more advanced approach to this project.
With ambitious growth targets and the need to balance organic and paid search efforts, Puck Stop turned to Evoluted for support. Through a meticulously crafted, data-driven integrated campaign, we not only met but exceeded expectations, driving record-breaking results and cementing Puck Stop’s digital footprint.
Our Brief
Increase total search revenue by 25% year-on-year
Achieve a 10x ROAS through paid search to validate ongoing investment.
Recover key metrics post-Shopify migration, including:
30% growth in site search revenue
10% uplift in Average Order Value (AOV)
10% improvement in conversion rates (1.63% to 1.79%)
However, we faced unique challenges as a previous attempt at PPC had left Puck Stop sceptical about its potential, and the Shopify migration introduced new risks to their organic visibility. This required not only a watertight strategy but also fully transparent communication/s to build client confidence.
Our Strategy
1. Automated SEO/PPC Integration
We implemented a dynamic bidding system using SEOMonitor’s API to link organic performance with paid campaigns. Ads automatically activated when critical organic keywords dropped from top positions, safeguarding visibility and revenue while conserving budgets when rankings recovered.
2. Enhancing User Journeys with On-Site Search & Navigation Overhauls
We addressed critical UX challenges to improve conversion rates:
Optimised internal search: Prioritised high-conversion products whilst removing irrelevant results.
Rebuilt navigation: Reduced silos, encouraged cross-category shopping, and eliminated duplicate content.
Refreshed content touchpoints: Updated product-sizing guides to funnel users effectively, this drove both traffic and sales.
3. Building Paid Media Efficiency from Scratch
With a dormant PPC account, we launched campaigns focused on high-value, conversion-driven keywords. Automation and rigorous testing ensured campaigns delivered maximum returns without cannibalising organic performance.
I would not hesitate to recommend Evoluted to any company looking to grow their online market. They’ve backed up everything they said they would deliver - a very professional company and the best business move we ever made.
Our Results
Search Revenue Growth: Achieved a remarkable 113% year-on-year increase.
PPC Performance: Delivered a 27x ROAS with an exceptionally low CPA of £4.66.
Purchasing Metrics: Conversion rates rose 11.66%, with AOV increasing to £168.74 (+19.7%).
Site Search Revenue: Achieved 30% growth, meeting targets exactly.
This project also contributed to a major business milestone: securing Puck Stop’s partnership with Bauer Hockey as their official UK partner, paving the way for future growth opportunities.
This project highlights the power of innovation, collaboration, and a results-driven approach to integrated marketing. By combining automation, technical expertise, and strategic UX improvements, we delivered growth in both the long and short term.
Puck Stop’s success is a testament to the potential of integrated campaigns to deliver transformative business outcomes, even in competitive markets.
