Working with a relatively new start-up e-commerce business, we were approached to help drive traffic and increase sales to their website.
Operating within a niche technology industry, potential customers could take the form of either end user/hobbyists looking to buy 1 or 2 products, through to larger corporates who might want to purchase much large quantities.
We took the following approach:
Research
Looking at who the potential customers are and creating personas for each, we performed some thorough keyword research and competitor analysis to discover opportunities for driving traffic.
Implementation
Firstly we looked to optimise the current content and product range. With approximately 30 products across 4 or 5 categories, we worked through each optimising content, meta data and URLs for specific keywords uncovered during our research phase.
From a technical point of view we ensured the site loaded quickly, and checked that there were no errors such as 404 errors, missing images, missing alt tags, or missing/duplicate headers.
The next phase was to embark on creating some user focused keyword optimised content by making use of the blog. At the same time we performed some outreach to acquire a range of backlinks to the site. This process was carried out over a period of a few months.
Our content also included the development of a unique animated infographic.
Results
Within a few months, impressions within Google increased dramatically, which in turn started to increase the organic traffic to the site.
The ultimate results on the sales figures was dramatic. Comparing a 6 month period prior to our work (09/19 – 03/20) to the same period following several months of work (09/20 – 03/21) sales increased sixfold. (£3.5k to £21.3k).
Not only did traffic increase, but the quality and relevancy of the traffic lead to a larger average sale figure. This increased from £129 to £236 in the same periods.
