1 History
The company "Textile Plaza" is a large Ukrainian wholesale and retail supplier of fabrics and high-quality home textiles, sewing accessories from leading world manufacturers. The company has been on the market for more than 20 years.
We have been working with Tekstil Plaza since 2013. At that time, the client needed: usability audit services for the existing site and search audit with subsequent implementation of improvements. The client's site was developed on CMS Joomla and was promoted by other contractors, but at the time of taking on the work, it had been in "free floating" for a long time. This is how it looked in 2013:
Case. Comprehensive website promotion for the company "Textile Plaza" - image
Main categories of the site:
Fabrics
Accessories
Home textiles
Before taking on the project, we set a number of goals:
The purpose of a website search audit is to identify website indexing issues and check compliance with all search engine requirements.
The purpose of a usability audit is to identify all the shortcomings of a website that may cause difficulties in its use by potential visitors.
All the shortcomings that were identified during the audits were successfully eliminated, which allowed the client to entrust us with the next stage, namely, comprehensive website promotion on the Internet.
2 Comprehensive website promotion
The main goal of promotion is to increase sales.
Tasks that needed to be accomplished:
Attract the target audience to the site
Increase conversion
The following tools were selected for these tasks:
SEO optimization
Contextual advertising
Where we started:
Installed analytics on the site: Google Analytics and Yandex.Metrica
Conductedinternal website optimization
Implemented technical improvements to the site
Launched contextual advertising for the wholesale and retail fabric sections
We've startedExternal website optimization
Results after the work carried out:
Dynamics of organic sessions:
Case. Comprehensive website promotion for the company "Textile Plaza" - 2 - image
Changing page view depth:
Case. Comprehensive website promotion for the company "Textile Plaza" - 3 - image
Results:
Site visits increased by 3,147.87%
The number of pages viewed increased by 3,798.15%
Search engine traffic increased by 3,374.49%
Google Top 10 Search Visibility - 78% of Keyword (500 Keyword)
Remarketing campaigns were also launched:
tailored to top category visitors
targeted at users who left an item in their shopping cart and left the site
Dynamics of sessions from the contextual advertising channel:
Case. Comprehensive website promotion for the company "Textile Plaza" - 4 - image
Increase in the number of pages viewed:
Case. Comprehensive website promotion for the company "Textile Plaza" - 5 - image
Conversion growth dynamics:
Case. Comprehensive website promotion for the company "Textile Plaza" - 6 - image
Dynamics of average click price reduction:
Case. Comprehensive website promotion for the company "Textile Plaza" - 7 - image
Results:
The number of sessions increased by 2,786%
The number of pages viewed per month increased by 5,168%
Conversion rate increased by 90%
Average cost per click decreased by 53%
While running an advertising campaign, we encountered a problem, namely, the lack of ability to track the number of calls that came from the advertising campaign. We could only rely on feedback from the client.
Having worked on this project for 2 years, we came to the following: we achieved maximum results, but the outdated version of the CMS (the "engine" of the site) and the impossibility of implementing additional functionality prevented us from going further. Any software work that was implemented did not bring the desired result, and sometimes even worsened the situation.
There were 3 reasons identified for which the decision was made to create a new site:
technical: the site was collapsing before our eyes chinese overseas europe phone number list due to a large number of "crutches", loading speed was falling, bugs were appearing and their number was growing
limitations: the inability to implement radical changes, for example: conduct A/B testing, improve the sales funnel, etc.
lack of a mobile or adaptive version - we were losing ground significantly and were also not convenient for mobile users
3 Development of a new website.
The tasks that were set during the development of the new site:
Create a websitewith convenient functionality for users
Turn a corporate website into an online store
Maintain the results of search engine promotion, preventing the resource from “sagging” in search results after updating
Develop and implement a flexible system of discounts, including maintaining a base of old clients with their cumulative discounts
Provide the resource with high-quality display on any device - both desktops and tablets, smartphones, using adaptive layout
So, before the development department starts its work, the marketing department has done its own. Namely, the site was prepared for SEO at the stage of drawing up the technical specifications of the site.
At this stage the following was implemented:
The semantic core of the project has been improved
The old structure of the site was analyzed + requirements for the new structure were issued, based on semantics
Semantics have been redistributed across the site pages
Technical specifications for new pages have been drawn up
A list of SEO requirements for a programmer has been compiled
At each stage of work with the site, even at such as drawing the design, the SEO specialist controlled absolutely all processes that occurred with the site. With these works, we improved the quality of the implementation of SEO requirements, and also reduced the time for implementing edits. You can read about SEO at the stage of website developmenthere.
As a result, when the site began its new life, the SEO specialist paid more attention to such processes as:
working with new sections and categories
working with analytics
working with usability
working with external website optimization
More details about the development of the site can be foundhere, in portfolio:
Case. Comprehensive website promotion for the company "Textile Plaza" - 8 - image
The next stage is the "rollout" of the new site. For this purpose, the following was done:
technical audit conducted
identified landing pages for transferring internal optimization and texts
transferred internal optimization and texts
redirected old URLs to new ones with permanent 301 redirect
Having completed all the work, we expected a slight drop, but it was only for 2 weeks. Thanks to the work that we did at the initial stages of the site development, as well as during the transfer, we received a significant increase in traffic already in the third week of the new site launch.
Case. Comprehensive website promotion for the company "Textile Plaza" - 9 - image
And in the end, all the tasks we planned were completed:
Image - the site has become the new, modern face of the company
Informational - the site provides users with reliable information around the clock, and also provides convenient functionality for its visitors
The site has increased its conversion rate
Organic traffic to old and new categories of the site has increased
Also, a very important aspect when publishing a new site was the Enhanced Ecommerce setup . Why didn't we choose the standard module? By that time, the project had gained momentum, and the standard Ecommerce was no longer enough. Enhanced Ecommerce allowed us to track:
Buyer behavior when making a purchase
The economic efficiency of the product itself and sales in general
Advertising effectiveness
The next stage was to develop a strategy for promoting the new website on the Internet. A systematic approach is important in any business. We shared the same opinion when developing a new strategy for promoting the new website.
The further strategy was as follows:
We continue to work with SEO
We continue to work with contextual advertising
Adding channels: SMM promotion and email marketing
Development of SMM strategy. What did we do?
Additionally, we studied the target audience and competitors’ representation on social networks
We have selected the optimal platforms for communication
Developed a content strategy
Created pages in the suggested networks
We developed design for posts and accounts
Set uptargeted advertising
Conducted training for the client on working with social media accounts
Result:
Increased traffic to the site
Contributed to the formation of loyalty to the company
Contributed to increasing the company's recognition
Helped simplify communications with clients
Social networks have made it possible to collect user feedback and resolve controversial issues on the spot.
Developing an email strategy. What did we do?
We have revised the project goals, having new functionality on the site
Created an email marketing strategy taking into account the needs of the target audience
We developed design layouts for letters
We implemented lead generation tools (pop-ups) on the website
Developed and implemented scenarios for sending trigger emails
Trained the client to work independently with email marketing services
Conducted client training
Result:
Helped to collect a database of potential clients
Set upemail newsletter
Increased conversion %
SEO. What did you do?
Expanded the semantic core of the site (more than 1000 keywords in promotion 5000 phrases in search)
Completely updated the content on the site
Improved the functionality of the product purchase process
If necessary, we refine the internal optimization of the site
We are actively working on external website optimization
Results
Bounce rate decreased by 70%
Pages per session increased by 85%
Search traffic increased by 23%
Direct traffic increased by 83% - the result of working on brand awareness
General traffic dynamics before and after the site transfer:
Case. Comprehensive website promotion for the company "Textile Plaza" - 10 - image
Change in bounce rate:
Case. Comprehensive website promotion for the company "Textile Plaza" - 11 - image
Change in page views per session:
Case. Comprehensive website promotion for the company "Textile Plaza" - 12 - image
One of the most important points was that all the software work that was carried out, whether with the old site or the new one, was carried out by one programmer who was assigned to this project. This allowed us to quickly and on time implement all the improvements that were related to the site.
Results:
Over the entire period, a lot of work was done, the result of which was:
Case. Comprehensive website promotion for the company "Textile Plaza" - 13 - image
In TOP 1 343 keys. In Top 10 1727 keys.
Bounce rate decreased by 70%
Income increased by 39%
The conversion rate was 5%
CONCLUSIONS:
Working with the project, we developed not only the client's business, but also grew as specialists ourselves. From all of the above, we can conclude that if you want the project to develop, be successful, and bring profit to the client, then you should not get hung up on one approach and not be afraid to experiment.
Another very important point, without which we would not have achieved such results, is teamwork, the company's specialists and the client . It is the established communication, the client's involvement in the project that makes it possible to work efficiently, quickly and achieve high results.
Date of publication: 10/22/2018