Relationships: Working with Chickidee Homeware

5 min read
Watb Team
The Owners of Chickidee with Watb

Welcome to the third article in the ‘Relationships’ series. If you missed our previous episodes, you can find the Fantastic British Food Festivals Relationship and the GLAD Solution Relationship here.

We believe in building a lasting relationship with our clients. We want our clients to succeed so we can grow with them. Our unofficial mantra is “If you succeed, we succeed” which sums up this belief nicely.

Chickidee Homeware is a perfect example of this.

How did the relationship begin?

Chickidee are a homeware brand with a few handpicked stores around London and the South of England. The relationship began with us working with Chickidee on an ad hoc basis, predominantly with our design team. Logos, branding, asset creation and even the odd product design began to become more frequent month on month.

Chickidee Brand guidlines
Branding for Chickidee

Chickidee grew fast.

We knew it was time to invest into marketing.

A couple of strategy meetings later and Chickidee were on the WATB retainer plan – a monthly block of time which allows Chickidee priority access to any of our team, including designers, developers and marketers. Depending on the priorities of the month and the direction agreed on within the monthly strategy meetings, we’re able to be flexible in our approach on how the retainer time is spent, ensuring maximum return on investment.

Chickidee Homeware and Watb

Interview with Joe Chandler, Managing Director of Chickidee:

We asked Joe Chandler, Managing Director of Chickidee Homeware, some questions about the marketing services from WATB, and our retainer model.

Ok, so my first question is, paying an agency a monthly fee for marketing must be daunting for a small business. How do you justify such an outlay on something such as inbound-marketing?

It was a really hard cost to justify as it’s an investment into the unknown and about putting a tremendous amount of faith into others who do not know your business as well as you think you do yourself. I justified the investment at a time when the business was improving as otherwise I think I would have always wondered what if!

Why did you decide to put your faith in WATB to achieve these goals?

WATB had been working on bits of ad hoc work for Chickidee for a couple of years and so we had established a really positive working relationship, and I felt they had a really good understanding of my brand.

As we know, you work closely with Graham, our Marketing Executive, has his input changed the way you think about websites and marketing in general?

I think you are always aware of what a website requires but perhaps you lose the importance of the fundamentals when you get embroiled in the design. The quest to look a certain way ends up over ruling these fundamentals and Graham is very good at reminding everyone throughout the process about the return on investment which ultimately drives everything!

Have you seen a correlation between what you pay us for and your business improving via the website?

Our website is growing at a faster rate than the cost of marketing, which after three months is a great achievement all round

What would you say to anyone looking to sign up with WATB? Would you recommend us? If so, why?

I would say if you are ready to take responsibility for your website, I mean serious responsibility then you will be able to utilise the skill sets within WATB to get amazing results.

If you tentatively dip your toe in, it won’t work because like everything in your business, you need to drive it and occasionally steer it in the right direction.

By setting WATB clear objectives you will see amazing results as they are all experts in their respective roles. I would also recommend their flexibility which for me is so crucial as my business changes so quickly. If I have an urgent bit of artwork I need doing all I need to do is email and its back to me within a matter of hours.

Another benefit of the monthly marketing plan is that you can utilise any of their staff to provide artwork, digital content, code changes, etc etc which is ideal.

Thank you very much Joe.

So what does the Future for Chickidee?

Along with successful product design and branding, we’ve achieved the following over a 10 month period from June 2016:

  • Increased the revenue through the website by 1600%
  • Increased the conversion rate by 115%
  • Increased the number of organic sessions by 128%
  • Set up a high return on investment PPC campaign
  • Set up an email marketing strategy for multiple tiered customer retention

There is already talks about increasing the hours of the retainer to manage the increased demand of marketing, design and usability testing from the WATB team. We are certainty excited to grow the relationship further and test out further ideas to build the brand and online sales.

Chickidee products on a table
Chickidee Candles
“My website, which for many years was stagnant, has been steadily improving month on month since signing up to an SEO and PPC plan with WATB. Graham who looks after my account is very proactive and takes pride in generating a return on investment for me which is fantastic.” – Joe Chandler, Director at Chickidee

If you think we can work together, let’s chat! Fill in our form and we will get back to you asap.

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.


Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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