Objective: To increase organic traffic and the number of conversions on the website of the online store.
GEO: Ukraine
Promotion period: May 2020 - December 2021.
Project status at the start of work
At the time of the start of work, the site was running on an unsecured HTTP protocol, and there were many broken links on the main page. There were problems with the structure of headings throughout the site: the hierarchy of headings was broken, and the H1 heading was duplicated.
The English version of the pages was also implemented, but only technically - the content was not translated and was not up-to-date.
The site needed to be improved, as there were many categories with nothing but photos. Meta tags also needed to be corrected. The site structure also needed to be finalized to make it more efficient;
How we promoted the project
We conducted an in-depth technical audit of the website and drew up terms of reference for programmers, designers, and content managers to fix the identified problems.
We analyzed competitors' promotion strategies.
We drafted the terms of reference for the website migration to a secure protocol.
We drafted the terms of reference for the creation of the Ukrainian version of the website (currently not implemented).
We analyzed the structure of the site and made recommendations for its expansion.
We collected and clustered the semantic core.
We created technical specifications for further optimization of the site's categories: implementation of optimized meta title and description, and writing optimized content.
We regularly increased the number of links to the site using various links (outreach, crowd, submissions, local directories).
We were actively working on expanding the blog and optimizing it.
Results
During the promotion, we managed to significantly increase organic traffic to the website. The number of users increased, including the number of new users.
Since analytics began collecting data on the site in mid-2019, a smaller date range was chosen for a correct comparison with the previous year. For the period from 03/23/2021 to 12/04/2021, the following dynamics were observed on the project.
Increase in users by 224.42% (from 2293 to 7439 users)
Increase in new users by 229.73% (from 2240 to 7386 new users)
Increase in sessions by 196.49% (from 3332 to 9879 sessions)
Increase in conversions by 412% (from 8 to 41 requests for order calculation per month)
The website ranks in the top 5 positions for more than 1000 keywords:
