Abans PLC: astonishing CPA rate of less than $1

When retail giants Abans PLC decided to refresh their approach to Search & Display Marketing, Jasmin Media’s CRO, web development, PPC & SEO teams combined to deliver a setup that converts 41% better than before with an astonishing CPA rate of less than $1.


  • Poor Search Visibility for non branded keywords
  • Poor On-Page Optimisation
  • High Cost per conversion Rate
  • Incorrectly set up analytics & conversion tracking codes
  • Low CTR (Click Through Rate)
  • High Cart drop-out rate

Solutions & Results

Our CRO analysts needed to understand how customers used buyabans.com.

We conducted an initial insight phase that involved a range of quantitative and qualitative research techniques, including analysing Abans’s existing PPC and SEO data, and conducting remote user research.

Four main areas were identified as having significant opportunities to improve traffic & conversion rates:

  1. Mobile Performance
  2. On page SEO
  3. Category based Landing Pages
  4. Tracking Codes

Our Website Development, Paid Media & SEO Teams, along with Abans’s internal Marketing & IT teams, worked to incorporate recommendations into the website. During a rigorous six-week testing period, we conducted split-tests across different devices and browsers to benchmark the performance of the updated site.

It outperformed its predecessor, delivering a significant increase in sales.

Our CRO team is continuing to work with Abans with the aim of continuing to improve the site’s ability to rank high on search engines and convert traffic into sales.