Digital Marketing Case Study - 200% Growth

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A Cast Study of a recent digital marketing client of RedStar Creative in Manchester. Client achieved superb results.

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Digital Marketing Case Study - 200% Growth

  1. 1. Digital Marketing Case Study CSSL2014 – Andy Kinsey RedStar.co.uk Jewellery Retailer Increases Online Transactions By Over 200% Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  2. 2. The Background The Client is an online jewellery retailer, selling big name brands including Vivienne Westwood, Swarovski , Ferrari and Carat. The website was launched in 2011, beyond standard maintenance and product updates the site had no SEO or other marketing work online. In September 2013 the Client approached RedStar for Digital Marketing (SEO and Social Media), this began in October. Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  3. 3. The Objective To increase sales on both the previous months and the previous year for the period to Christmas 2013. This would be primarily an SEO focused client, although some Social Media work would be required to support the SEO. The target audience for the site is in general; 30-45 year old, males and females earning over £35k. Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  4. 4. The Basic Strategy As the client is selling top-end jewellery, and targeting a specific segment within the market, we first talked to existing customers of the site and of the jewellery brands stocked. This gave us a clear insight into the user personas, wants and requirements from the website – from this we put together a work strategy including      User interface changes Improving processes for abandoned carts Improving the overall SEO Implementing Social Media strategy Creating a content strategy (for post-Christmas 2013) Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  5. 5. Comparing Quarterly Figures (YTY) Benchmark Statistics – October to December 2012 Before the project began: Basics Visits – 24,661 Unique Visitors – 20,095 Pageviews – 83,337 Pages Per Visit – 3.50 E-Commerce Conversion Rate – 1.09% Transactions – 270 Revenue - £19,247 Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  6. 6. Comparing Quarterly Figures (YTY) Benchmark Statistics – October to December 2013 After the SEO and social media work: Basics Visits – 29,545 - UP 19.80% Unique Visitors – 24,614 - UP 22.49% Pageviews – 116,595 - UP 35.05% Pages Per Visit – 3.95 - UP 12.72% E-Commerce Conversion Rate – 1.15% - UP 4.80% Transactions – 339 - UP 25.56% Revenue - £24,041 - UP 24.91% Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  7. 7. Comparing Quarterly Figures Benchmark Statistics – July to September 2013 Before the work: Basics Visits – 21,338 Unique Visitors – 18,125 Pageviews – 69,735 Pages Per Visit – 3.27 E-Commerce Conversion Rate – 0.51% Transactions – 108 Revenue - £12,759.82 Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  8. 8. Comparing Quarterly Figures Benchmark Statistics – October to December 2013 After the SEO and social media work: Basics Visits – 29,545 - UP 38.46% Over 200% Unique Visitors – 24,614 - UP 35.80% Pageviews – 116,595 - UP 67.20% Growth Pages Per Visit – 3.95 - UP 20.75% In Transactions E-Commerce Conversion Rate – 1.15% - UP 126.70% Transactions – 339 - UP 213.89% Revenue - £24,041 - UP 88.42% Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  9. 9. How We Did It User Interface Changes Many customers said that the website felt “clunky” and did not meet with today’s expectations of a high-end jewellery website. The client did not want a full website redesign. However, based on experience and on-site testing we were happy to make some User Interface changes. These included (but were not limited to):  Adjusting layout of product pages, Putting the Call to Action first.  Increasing the size of prices on product pages.  Improving the layout of category pages.  Removing “clutter” from category and product pages.  Implementation of more engaging social media buttons on product pages. Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  10. 10. How We Did It Search Engine Optimisation In addition to UI changes to further improve the User Experience and help with SEO, the following tasks were undertaken:  Implementation of Content Strategy, including planning of and writing of new static and blog content for the site.  Rewriting of product descriptions in key categories  Rewriting of all meta title tags and description tags  Implementation of Microformats / Rich Snippets  Outreach to relevant industry authority figures  Implementation of abandoned cart reminders and offers.  There was No Pay Per Click campaign. This is not an exhaustive list of tasks. Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  11. 11. How We Did It Social Media Campaign Management The final piece in the puzzle for the Client was to implement an on-going social media campaign and manage the accounts during this period. The social media campaign included:  Optimisation of Platform accounts, Facebook, Twitter & Google+.  Scheduling of regular posts based on blog releases and industry news.  Running of a small competition for Facebook followers (Product Giveaway).  Customer Outreach Reaching out to those talking about jewellery as a gift.  Customer Service Offering help and advice for existing customers. Digital Marketing Case Study / CSSL2014 – Andy Kinsey
  12. 12. Digital Marketing From RedStar We specialise in helping our customers grow within their industry niche. Using all the latest and cutting edge technology and approaches to ensure our customers achieve a great return on their investment. To find out how we can help you email andyk@redstar.co.uk Digital Marketing Case Study / CSSL2014 – Andy Kinsey

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