Promotion of a Furniture and Decor Online Store

PROMOTION OF A FURNITURE AND DECOR ONLINE STORE – FROM 6,000 TO 20,000 VISITORS/MONTH – ROI 78,4%

In early May 2016, we received a new request for website promotion. It was an online store of furniture and decor. Initially, the website was visited by around 6,000 users per month. However, a major part of the requests was related to the name of the brand itself (direct traffic) and generally given the potential of this niche this was only a small part of what could be achieved with a professional promotion.

Project Overview

Subject:

Furniture and decor

Location:

Ukraine

Goal:

Comprehensive development of the online store

Additional information:

The case study covers the 8-month period from the actual start of work

Services:

SEO and promotion

Overall budget:

15,050 UAH/ month

Search Engine Optimization

1..INITIAL SITUATION

When we started the cooperation, the technical optimization of the website was very poor. It was clear that nobody really worked on the project. Yet technical side is crucial for effective promotion of any website, especially an online store. If you ignore mistakes at the initial stage, this can result in a waste of time and money and the investment won’t be returned.

In case of this project, the effective development was hindered by:

  • Technical problems;
  • Lack of backlinks;
  • Non-optimized content.

2.ANALYTICS AND STRATEGY

Actions taken to solve any task should be based on a clear strategy. Therefore, our specialists did a preliminary analysis of the website to form a list of steps necessary to eliminate flaws and improve the online store. In addition, our customer received the data on a predicted traffic growth in case all our corrections are implemented.

As the website didn’t meet the main technical requirements of search engines, the majority of its search queries were not included into top-20 search results:

It was also necessary to correct the link profile of the project. It is particularly noticeable from the comparison with the competitors’ results:

Creating the plan of further development of the website our specialists took into account all these and other issues.

3.WHAT WE DID

At the initial stage of the website promotion, we did a complete SEO audit which allowed us to find and list the flaws of the online store as well as define the directions of improvement and points of growth.

First of all, we started with basic activities, such as a one-time setup, the aforementioned technical audit, and optimization of 20 categories. Following our strategy we did the next tasks:

  • Corrected meta tags and H1 titles
  • Eliminated duplicate pages and content
  • Corrected the code
  • Completed keywords research and created texts for categories.

All these steps were taken during the first month and combined with the analysis of the niche, competitors, and search seasonality. After we completed technical optimization and reindexation of the website, which took around 2 months, the traffic of the website noticeably increased – from 6,000 to 9,000 visitors per month:

Later, the client approved monthly steps on categories optimization (9х24) and allocated funds to increase the backlink mass.


Results

ROI ON SEO CHANNEL:

  • Margin: 30%
  • Traffic growth from 6,000 to 20,000 visitors/month (9 months)
  • Gross profit (without ads): 805,657 UAH * 0.30 = 241,697 UAH
  • Shopping cart revenue during the period of cooperation (organic) – 805,657 UAH
  • ROI = (241,697 — 135,450) / 135.450 * 100 = 78,4%

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