An enterprise SEO strategy that led to increased sales even in a pandemic
After 24 months of working with this client, growing from strength to strength, we were able to keep the momentum going despite the challenges of the 2020 landscape.
In fact, March 2020 was a record month in revenue for online sales in digiDirect’s history. This was the result of a conversion boost of 38.49% and increase of 19.4% in organic traffic.
increase in users completing checkout using desktop
increase in users completing a purchase using 3rd party payment providers
increase in organic traffic
increase in conversion rate compared to the previous financial year
increase in revenue compared to the previous financial year
digiDirect is a leading supplier of camera and digital imaging supplies. With six physical stores across Australia, as well as a huge online store, the brand has the knowledge and inventory to deliver industry-leading customer service. digiDirect is renowned for partnering with leading manufacturers, offering low prices and the right before and after-sale support.
Despite the brand’s previous success and status as a household Australian name for all things camera equipment, digiDirect wanted to find innovative ways to channel eCommerce in order to grow their online presence and increase their revenue.
When they approached Impressive, they already had a huge presence in the physical market but wanted us to drive visits to their online store. In short, they wanted to be the leading result in search engine results pages for users searching for the products they sell. They also found that their online conversion rate was low – much of the traffic coming in wasn’t turning into sales, so they wanted to find out how to turn this around.
We launched the strategy with a deep-dive audit, to identify any inefficiencies in digiDirect’s customer journey and pinpoint why the conversion rate wasn’t as high as it could be.
We then turned the brand’s current digital strategy on its head. We moved away from focusing on generating links and instead, executed a content-heavy SEO campaign. This included the optimisation of key categories and over 7000 product pages, rolling out the content overhaul on a monthly basis and ensuring the site was technically sound to deliver a better customer experience.
Once the initial optimisation was complete, we launched a content campaign to “build” buyers through the regular publication of relevant “how-to” articles, to cater for audiences at all stages of the funnel.
Our CRO focus led to incredible results for the client, with our partnership becoming a huge success story. In fact, March 2020 was digiDirect’s biggest month ever in revenue for online sales, with the brand generating over $3.6 million in just one month. These figures were achieved despite the economic decline that’s occurred from coronavirus, with most brands struggling to maintain their usual sales figures – let alone beat them.