Performics Drives SEO Success for Icebreaker Through Streamlined Global Launch
1
Icebreaker is a New Zealandbased clothing retailer specializing in merino wool outdoor clothing. Its target audience is hikers, yogis, runners, travelers and more. Par$cipant 1. Increased speed of project comple3on with great success • Organic search traffic grew 59% YoY • Organic search revenue grew 105% YoY 2. Improved communica3on for unified brand messaging globally Performance Performics tackled the four key areas of alignment to ensure a smooth launch: 1. Organize leadership & strategists • Determine key point of contact within each country 2. Clearly ar3culate scope of project • Work off quarterly, instead of annual, global project plan for flexibility 3. Align program standards • Collaborate, share best prac\ces and provide clear instruc\ons • Instate a biweekly delivery schedule with buffer \me built for QA across \me zones • Priori\ze regular communica\on to share internal and client feedback so nothing is lost in transla\on 4. Ac3vate interna3onal repor3ng via BrightEdge • Consolidate all repor\ng to ensure consistency Plan Performics Drives SEO Success for Icebreaker Through Streamlined Global Launch Countries generated a 105% Y/Y increase in site revenue Countries saw a 59% Y/ Y increase in search traffic One country exceeded both traffic and revenue KPIs for the first $me in 2014 Icebreaker tasked Performics to launch an interna\onal SEO program across 4 countries in less than 3 weeks. In addi\on, a single point of contact was needed to develop processes to align and manage Icebreaker’s global program, including: • Organizing leadership & strategists • Clearly ar\cula\ng scope of project • Aligning program standards • Ac\va\ng interna\onal repor\ng via BrightEdge Challenge
-
Upload
performics -
Category
Retail
-
view
296 -
download
2
Transcript of Performics Drives SEO Success for Icebreaker Through Streamlined Global Launch
I C O N L I B A R Y
B E F O R E S E N D I N G … Export PowerPoint file as PDF. File – Save as – Format: PDF
Icebreaker is a New Zealand-‐based clothing retailer specializing in merino wool outdoor clothing. Its target audience is hikers, yogis, runners, travelers and more.
Par$cipant
1. Increased speed of project comple3on with great success • Organic search traffic grew 59% YoY • Organic search revenue grew 105% YoY
2. Improved communica3on for unified brand messaging globally
Performance
Performics tackled the four key areas of alignment to ensure a smooth launch: 1. Organize leadership & strategists
• Determine key point of contact within each country 2. Clearly ar3culate scope of project
• Work off quarterly, instead of annual, global project plan for flexibility 3. Align program standards
• Collaborate, share best prac\ces and provide clear instruc\ons • Instate a biweekly delivery schedule with buffer \me built for QA across
\me zones • Priori\ze regular communica\on to share internal and client feedback so
nothing is lost in transla\on 4. Ac3vate interna3onal repor3ng via BrightEdge
• Consolidate all repor\ng to ensure consistency
Plan
Performics Drives SEO Success for Icebreaker Through Streamlined Global Launch
Put the client logo in the designated header space to the right.
If you need a .png logo file,
please contact Jena Sprau to assist you. [email protected]
Countries generated a 105% Y/Y increase
in site revenue
Countries saw a 59% Y/Y increase in search traffic
One country exceeded both traffic and
revenue KPIs for the first $me in 2014
Icebreaker tasked Performics to launch an interna\onal SEO program across 4 countries in less than 3 weeks. In addi\on, a single point of contact was needed to develop processes to align and manage Icebreaker’s global program, including:
• Organizing leadership & strategists • Clearly ar\cula\ng scope of project • Aligning program standards • Ac\va\ng interna\onal repor\ng via BrightEdge
Challenge
