Digital Marketing Case Study

Digital Marketing Case Study / CSSL2014 – Andy Kinsey

Digital Marketing

Case Study CSSL2014 – Andy Kinsey

RedStar.co.uk

Jewellery Retailer

Increases Online

Transactions By

Over 200%


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.


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.


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)


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


Comparing Quarterly Figures (YTY)


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%


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


Comparing Quarterly Figures


After the SEO and social media work:

Basics

Visits – 29,545 - UP 38.46%

Unique Visitors – 24,614 - UP 35.80%

Pageviews – 116,595 - UP 67.20%

Pages Per Visit – 3.95 - UP 20.75%

E-Commerce

Conversion Rate – 1.15% - UP 126.70%

Transactions – 339 - UP 213.89%

Revenue - £24,041 - UP 88.42%

Over 200%

Growth In Transactions


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.


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.


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

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

[email protected]

Digital Marketing Case Study

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