Digital Marketing
Case Study
CSSL2014 Andy Kinsey
[Link]
Jewellery Retailer
Increases Online
Transactions By
Over 200%
Digital Marketing Case Study / CSSL2014 Andy Kinsey
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
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
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
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
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
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
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
How We Did It
User Interface Changes
Many customers said that the website
felt clunky and did not meet with todays
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
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
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
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@[Link]
Digital Marketing Case Study / CSSL2014 Andy Kinsey
