Objectives: increase traffic, increase sales
LOCATION: Ukraine
Implementation period: January 2023 - July 2024
Project status at the start of work
At the beginning of the promotion, the site had almost no positions and traffic. Website positions as of February 14, 2023
Organic traffic on the site during the first period of promotion was 303 visitors per month (January 2023)
There were also a number of technical errors on the site that significantly affected the website's promotion. The site lacked basic optimization (meta tags, content), which made the dynamics of organic traffic almost neutral.
How we promoted the project
To promote a website selling sporting goods, we carried out a set of actions to improve the technical condition of the site and usability. We redesigned the structure and design of the main page, product categories, and menus.
The main page of the site did not look meaningful (it consisted of the first screen, SEO text, and footer)
Home page before implementation
Therefore, we implemented its structure more like a showcase, where categories and product selections will be displayed according to various parameters.
Redesigning banners. They needed to be made more colorful. They also lacked an obvious benefit for users, such as a message about a sale or discount.
Some elements have been changed. For example, in the product preview: we added tiles that reflect the discount amount, and bestsellers and new products will also be marked. Other elements of the preview design have also been changed to make the design more modern and simple. On the product page, we added a section for recommended products and recently viewed products.
New informative blocks have been added: “Best Choice”, “Popular Categories”, “Top Sales”, “New Products”, and SEO text.
Product category to be changed:
On the left, instead of filtering, there were menu items, on the cards the palette overlapped the names and was not convenient for managing the selection.
After making the changes:
All of the above changes led to an increase in the site's conversion rate of 768%.
Technical audit of the website
We conducted a comprehensive technical audit of the website to identify and eliminate problems that hinder its effective promotion.
Errors that were found:
Low site loading speed
Errors in the robots.test file
Errors in the HTML code of the site
A large number of garbage pages in the sitemap, as well as missing pages from the Ukrainian version of the site
Incorrect hierarchy of H1/H2/H3 headings, etc.
Errors in the multilingual settings
Links were not generated in HUMAN-understandable-urls
Pagination pages are not configured
Micro-markup on the site is not configured
Duplicate meta tags (title and description)
And more
On-page analysis of competitors
We conducted a detailed analysis of competitors and identified the main areas of work on website promotion.
We found out which sections bring the most traffic to competitors
Analyzed the structure of competitors' websites
Additional methods of attracting traffic
Off-page analysis of competitors
We conducted a detailed study of external factors affecting the promotion of competitors, with special attention to their link mass. This allowed us to better understand their link-building strategy and, based on the data obtained, develop a comprehensive plan to improve our website's position in search engines.
At the beginning of our work, the link profile of our website was the lowest compared to competitors.
So after analyzing competitors and their links, we formed a strategy for developing the link mass of the Easyfit website. Based on this, we started buying external links to improve the authority and position on the site.
Internal website optimization
Collected the full semantics of the site
Formed technical specifications for the main categories of the site for writing unique texts
Implemented a block of questions and answers for expansion
Expanding website semantics with smart filters
Optimized product cards that bring the most traffic
After carrying out the main work on optimizing the site for commercial pages, we began to work on attracting information traffic.
Results.
The results of the promotion of a website selling sporting goods were manifested in a significant increase in organic traffic and conversion rates, which proves the effectiveness of the implemented strategy. Thanks to careful optimization and consistent work on improving the site's visibility in search engines, we managed to achieve a steady increase in traffic. Below is a graph that illustrates the dynamics of increasing website traffic throughout the entire promotion period.
Monetization on the site has increased by 270% since its launch.
In detail by key conversions:
Add-to-cart increased by 391%
The “successful order” conversion rate increased by 768%.
The positions on the website also showed positive dynamics.
A significant part of the keywords was displayed in the TOP-1-3, most of the HF/MID queries, for example:
The hardest part was to promote those product sections with a small number of product units, for example, the "Leg and arm weights" section contains only 7 products, while competitors contain a significant number of products. But even the HF queries made it to the top 3
Another example of a section in a small assortment of "Neck Trainers" contains 4 products:
Conclusions.
While working on the project, we achieved significant results in the field of SEO, which has already had a positive impact on the main metrics of the site. Among the key achievements:
Increased organic traffic in Ukraine - thanks to deep content optimization, technical improvements, and carefully selected keywords, we significantly increased the flow of quality traffic. This not only increased the number of visitors but also improved their interaction with the content, which had a positive impact on behavioral indicators.
Increased monetization on the website - optimization of the site structure and key pages contributed to a significant increase in conversions by 270%. Users became more active in performing targeted actions, such as adding products to the cart (up 391%) and checkout (up 768%), which confirms the effectiveness of the implemented strategies.
Increased semantics on the site and positions - the site has significantly improved its positions in search results for targeted queries, making it more visible to potential customers. This allowed it to take a leading position in its niche and attracted more attention to the products it offers.
Increased link profile on the site - during the promotion of the site, the link profile of the site was significantly increased with quality resources. At the beginning of the work, there were 32 unique domains, and by the end of the promotion period, there were 297 unique domains (3600 links)
