Delivering measurable growth for Liquid Laundromats.
CLIENT:
Liquid Laundromats
INDUSTRY:
Consumer Brand
PROJECT:
User Audit, Website Development & Search Marketing
CONTACT:
Cath Stewart, Project Co-Ordinator
A great fit
What Liquid Laundromats was looking for.
Proudly New Zealand owned and operated, Liquid Laundromats have over 120 sites nationwide in New Zealand and are experiencing rapid growth in the Australian market.
When Liquid Laundromats approached Mogul seeking a new website in 2023, we started with a comprehensive user audit and analysis of their existing online presence.
One of the first things we saw when looking at their existing traffic was that the overwhelming majority of visitors were on mobile devices – around 83%. Those visitors also had one main goal – to find their nearest Liquid Laundromat location and check its hours and available services.
Mogul recommended a mobile-first approach to designing the new website, with a strong focus on surfacing the laundromat locations, both through the new website and externally through search engines.
What exactly is 'mobile first'?
While all of Mogul’s websites have been responsive and mobile-friendly since the earliest days of mobile web browsing, it’s still normal to design the full desktop experience first, then ensure it works well across smaller screens.
With mobile-first you do it the other way around starting with the experience on a phone, then make sure it also works well on larger screens. This approach forces you to think carefully about content and design on a small screen, prioritising simplicity and speed over detail and rich media, such as videos and large images.
Key elements of the project
Data-driven, fit-for-purpose solutions.
Ultimately, the mobile-first approach, combined with a streamlined content management system and intelligent location-finding tools, resulted in a highly effective and user-friendly online presence for Liquid Laundromats across both New Zealand and Australia. The focus on speed, simplicity, and discoverability ensures that customers can quickly and easily find the information they need, wherever they are.
Speed vs Flexibility.
- Typically a mobile-first approach means a trade-off between speed and flexibility when it comes to how your content works.
- We often use Elementor for sites which allows for a lot of flexibility in their content – different layouts and variations of content on different pages. However, flexibility with images, videos, sliders and other ‘heavy’ content can work against you when it comes to speed and simplicity.
- We chose modular, pre-built sections that can be arranged freely but don’t allow site editors to make drastic design changes. This gave us full control over the front end for a lean, accessible site and a simpler editing experience.
- We used banner images selectively, leaning on solid colour and lightweight icons to keep the pages as lean and fast as possible. We also optimised and tuned the way the site loads, using WP Engine’s Global Edge Page Cache to ensure visitors are served from a Cloudflare server nearby – greatly improving response times and speed scores.
Country-Specific Content.
- Liquid Laundromats operates in both New Zealand and Australia, and wanted to tailor their messaging and content to those markets.
- We recommended splitting their Australian and New Zealand content up into two sites using WordPress Multisite.
- This allows the sites to be completely independent in their content, but share the same design, functionality, hosting and maintenance updates by using the same underlying WordPress system.
- It also means the teams in both countries can tailor their site to their market – to the administrators they function as entirely separate websites.
Smart Search Tools.
- With over a hundred locations across two countries, we wanted to simplify how they managed their branches – and certainly didn’t want to reload them all in a new system.
- We migrated the Liquid Laundromat branches to the new sites, and built a simple but powerful tool that allows you to search at any level of detail and does its calculations in the browser, ensuring visitors quickly find the branch nearest to them.
- The individual location pages are exposed in the source code of the page in a format which is machine-friendly, allowing Google and other search engines – along with the new generation of AI crawlers – to easily extract the essential information about the location. This helps the locations to appear prominently in ‘place’ search results, ahead of general web page.
Delivering the ROI
Driving high-intent customers.
A strategic shift in digital advertising.
- Recognising that 97% of paid traffic was mobile, we overhauled their advertising strategy to match their new mobile-first presence.
- We replaced their broad, underperforming campaigns with Google’s AI-driven Performance Max campaigns. This allowed us to reach customers with pinpoint accuracy across the entire Google ecosystem—from Search and Maps to YouTube and Gmail—precisely when they were looking for laundry services nearby.
- The combination of a fit-for-purpose website and intelligent advertising delivered a powerful impact.
The results speak for themselves.
- We drove the cost per conversion down by 16.3% while simultaneously increasing total conversions to 14,300. This resulted in a remarkable $0.41 cost for each conversion (like a store visit or a request for directions).
- The Australian campaigns proved the model could scale. We grew impressions by 17% to over 2.3 million in a single month, generating 5,742 store visits while maintaining a competitive cost-per-click of just $0.40. When we increased the budget, the campaigns delivered proportionally higher returns, proving their efficiency.
- Our campaigns drove 12,179 store visits in New Zealand in February alone, while a single branch in Auburn, Australia, generated 259 requests for driving directions in a month—a clear signal of immediate customer intent.
In the client's own words.
“From the very beginning, it felt like a genuine partnership. It wasn’t just about Mogul wanting our business; they genuinely cared about what was best for us. The new website is delivering exactly what we hoped for – increased traffic, better brand visibility, and improved administrative efficiency. We’re confident it will enable further business growth.”
Cath Stewart - Project Co-Ordinator
Hungry for growth or change?
We'd love to hear from you.
We work with companies who are hungry for growth or change. For them, standing still is not an option.
We help our clients see into their future. Where do you want to go?