Doxy are a sex toy manufacturer based in Cornwall, UK. A small firm with a big impact they wanted new ways to market their sex toy.
With a product that’s beloved by its users the world over and with a solid base of retail partners built up over the first 5 years in business, Doxy was ready to take their tired website and e-commerce sub-domain and increase sales on their site.
Doxy, as featured in 5 Star’s “Inside the Sex Toy Factory”, hired Imp Ideas to work as an outsourced marketing department with a focus on refreshing their website and increasing e-commerce sales.
Imp Ideas worked with Doxy over a 15 month period to revise the e-commerce site and test promotional approaches to increase traffic and sales.
Sex toy marketing is notoriously competitive, small manufacturers and retailers like Doxy compete with the big hitters of adult e-commerce like Lovehoney, but without the same budget. Sex toys and adult products are banned from social advertising and keywords in the sector are expensive for search ads. Differentiation is key in sex toy marketing and success relies upon harnessing the power of brand awareness and ensuring that e-commerce sites are easy to find, easy to navigate and easy to buy from.
The original Doxy website had been set up as an information site for retail partners with the Shopify platform being added as a sub-domain.
When customers arrived at the site, it wasn’t obvious that they could buy the Doxy wands from the website, product copy was tired and information about global fulfilment was missing.
The two parts of the site were competing against each other for SEO and traffic, and if customers arrived on the main site they often left before they reached the e-commerce pages.
The challenge was to increase traffic to the e-commerce site to increase sales, without compromising conversion rates.
Working with the team at Doxy, Imp Ideas identified key areas to work on to increase traffic while making it as easy as possible for customers to find and buy the products that they wanted.
Increase in web sales income**
Increase in daily orders**
Increase in the number of orders placed**
Re-wrote e-commerce product copy for keywords, SEO and customer benefits.
Improved onsite SEO elements.
Increase in search traffic*
Search traffic as a % of all traffic*
% of income from search traffic*
Growth of overseas traffic*
New income in the first 3 months of launching
* for the 12 month period of 2018 compared to 2017
** for the 15 months of work Jan 2018 – April 2019 compared to 2017
I work with both adult industry and non-adult industry business to identify areas for growth and create plans to make that happen.
Sex toy marketing is a competitive industry and the experience of creating success in it can be applied to your business, whether you’re in the adult industry or not.
Send me a message and I’ll be in touch to talk through how I can help you reach your growth goals