close

Вход

Забыли?

вход по аккаунту

?

How to Turn Your Ecommerce Business Around - Vertical Rail

код для вставки
A VERTICAL RAIL CASE STUDY
How to Turn Your
Ecommerce Business Around
In 4 Months.
SockSmith is a local and nationally recognized retail institution
specializing in socks. They pride themselves on their funky,
funny, & colorful designs. Their motto is “no boring socks”.
The Situation
SockSmith.com came to Vertical Rail in order to set their business into motion, start
selling tons of socks, and increase their online presence. Socks are a very
competitive product – after all, they’re something you can find at nearly every brick
and mortar store, as well as online retailers. We knew that working with a company
that sold exclusively socks would be a challenge, but within 4 months we started
seeing exceptional results. Here is their story.
To become the purveyor of fun, novelty socks,
SockSmith.com had several goals in mind:
o Increase online orders
o Prove that organic SEO could be a leading contributor of online sales.
o Increase the average order value.
Our team developed two strategies to
help SockSmith.com reach their goals:
o
o
o
o
Fix technical barriers that were preventing accurate conversions reporting.
Provide managed Search Engine Optimization services and reporting
Create customized content for main pages, category & product pages.
Provide recommendations for product pairings to increase average order value.
How We Did It:
Previous to working with our team, SockSmith.com had made a crucial but
common SEO mistake – they lacked content throughout their website.
Content is essential, not only for keywords and page rankings, but also to
keep the consumer interested in what you have to offer.
o Example of project enhancements:
o Each product’s content was
The “jellyfish Socks” content included product
lighthearted, fun to read, and fit with
descriptors such as “cotton socks”, “novelty”,
the theme of SockSmith.com’s
“colorful”, “ocean themed”, and “animal socks.”
website and company culture.
CONTENTCONTENTCONTENTCONTENTC
ONTENTUniqueContentCONTENTCONTE
NTCONTENTCONTENTCONTENTCONTEN
Hands-On Research & Strategy
Before working with our team, most of SockSmith.com’s tags read: “Sock
Name – Women’s Sock” and their descriptions lacked essential descriptive
keywords and substance. We then began to edit SockSmith.com’s content on
their main pages, category and product pages to optimize for organic traffic.
Wrote strategic, people friendly meta content for each product:
o We formatted & mapped each meta title & description per the
specifications of Google.
o We broadened their content to accurately describe each product and
to include potential search queries.
o We added product descriptors & ensured strategic placement within
each title & description for product pages & landing pages.
Search Engine
Optimization
Results
Soon, the fruits of our labor began to show. Not only did Google Organic
traffic, orders, revenue, & ecommerce conversion rate begin to increase, but
direct traffic was also generating impressive results. Due to the fun & user
friendly content we wrote, SockSmith.com’s website thrived on multiple fronts.
GOOGLE ORGANIC
o Visits increased 118.97%
o Orders increased 1380%
o Revenue increased 1216%
o Ecommerce Conversion
Rate increased 575.90%
DIRECT TRAFFIC
o Orders increased 950%
o Revenue increased 1563.65%
o Ecommerce Conversion Rate
increased 1374.53%
How We Did It: DFO
GOOGLE SHOPPING PRODUCT LISTING ADS (PLAS)
We set up SockSmith.com in the Merchant Center using their
Google base data feed. We mapped & formatted the feed per the
specifications of Google Shopping.
o We went through the feed by hand making sure all
the necessary information was present – such as
product ID, title, a detailed description, product
category, and many more.
o Next we fleshed out the product data.
o Lastly, we refined product attributes and made sure
that each product was properly listed.
PLA CAMPAIGNS TARGETED SPECIFIC SUBSETS OF INVENTORY
o For example, we built campaigns for “Halloween socks” and
“novelty socks,” to name a few. This strategy grouped their
products together in a way that makes it easy for shoppers
to find and view them.
o The PLA campaigns intended to make sure SockSmith.com
appeared prominently in Google Shopping searches.
Optimized The Data Feed
o Edited each of their products, SKU by SKU, to make sure the relevant
keywords were properly positioned within their product titles &
descriptions.
o We did extensive keyword research & found a list of popular keywords
that we included in relevant product titles. Some popular keywords
included “crazy socks”, “funny socks”, “cat socks”, & many more.
o Ensured that each SKU met Google’s listing requirements.
o Uploaded our keyword rich data feed.
o From there, our team kept a close eye on each campaign while tracking
& reporting important metrics directly to the client. We updated a daily
spread sheet of views, transactions, clicks, costs, & ROAS to ensure that
SockSmith.com saw the results of their program.
Data Feed
Optimization
Results
Within only 4 months, SockSmith.com celebrated some exceptional results…
o A Return On Ad Spend (ROAS) of 408.02%
o A New Visit Rate of 75.72%
o 50% of their total transactions came from PLAs.
Vertical Rail is not a dashboard or an automated marketing
tool. We act as an extension of your Ecommerce marketing
team.
We apply real-time human observation & comprehensive
analysis to a merchant’s data & marketing strategy to
achieve measurable results.
RESULTS
Your Vertical Rail Team
335 Spreckels Dr., Suite D | Aptos, CA 95003
Toll-free: 1.888.736.4367 | Local: 1.831.661.5893
Документ
Категория
Без категории
Просмотров
7
Размер файла
1 057 Кб
Теги
1/--страниц
Пожаловаться на содержимое документа