eCommerce SEO Case Study: How We Increased Sales by Over 5400%
Hey, thanks for stopping by! I’m so excited to share this case study with you!
It’s always great to work with great companies, great people and achieve great results, right? This case study is going to be about it.
I worked with this client (I’ll tell you everything about it in a minute!) as part of Delta Growth – a digital marketing agency based in Toronto. Part of my role in the process was a strategy but the biggest part was planning and implementation.
In this post, you’ll learn:
- What we achieved for the client with SEO
- What exactly we did to get there
- What you should think about first if you need to get results in SEO
The Client First
Website type: eCommerce store (but in order to complete a sale one needs to submit an inquiry form first)
Industry: Wholesale products for not for profit organizations; promotional products
Over the course of a few months, we managed to achieve a 490% increase in visits from Google YoY to the Bargains Group website! And a 5,433% increase in the form submits. And we didn’t even create any new categories to get there!
Now, this is not a typical result, and there are many factors that contributed to achieving it, including the authority the website has acquired over many years. But this does not mean that you won’t be able to benefit if you implement the same techniques on your website. They’re guaranteed to help you, just the growth percentage might differ.
A Few Words About Bargains Group
In order to better understand the challenges that Bargains Group was facing, you will need to know more about their story.
Bargains Group was founded in 1988 (wow!). Their main passion is helping charitable programs across Canada by providing wholesale supplies at low prices. It’s expressed in the mantra of the Bargains Group founder – Jody Steinhauer:
Bargains Group has helped such organizations as the Salvation Army, Red Cross, Canadian Mental Health Association, Crime Stoppers, Habitat for Humanity, Raising the Roof and hundreds more.
Pretty cool, right?
The Challenges Bargains Group Faced
Multiple unsuccessful website redesigns
Bargains Group came to DG because their traffic just tanked at some point. They had had a few redesigns, and after the last one, they lost almost all traffic from Google.
No process around adding new categories and products
One more important thing was that the website was evolving over time, many people were working on it and there was no specific process around adding new categories or products. As a result, many categories looked the same as if they were twins (hint: this is absolutely not good for any website).
An extensive amount of duplicate content
To make things worse, there were also full duplicates in the form of categories for different kinds of businesses: one-third of the website was around wholesale products and one-third of the website looked almost the same but was around wholesale products for not for profit organizations.
What About the Goals?
The goal was to increase traffic from Google by 400% year over year.
But it’s not only about traffic, right? So the main goal was to increase the number of inquiries to 5 per day.
I’ll go ahead and just tell you that we didn’t only reach both targets, we multiplied them! So stay with me here and you’ll learn how exactly we did this.
A few months have passed. We did some more things like removing a third of the website without losing any traffic… that’s another story for future posts.
But for now, there are many things in the pipeline, including:
- categories content
- product pages optimization
- Navigation optimization
- conversion rate optimization.
- Best practices really work for eCommerce stores (and for other websites as well!)
- Having a consistent process of adding new products and categories goes a long way
In many cases, opportunities are hidden in basics. But you should REALLY (I mean it) take time to work on them. It’s like with healthy eating and exercising: many people know what to do but not many actually do it. And even fewer people do it right. That is the thing, that’s why it’s always good to have somebody to guide and help you throughout the way. Or just do it for you (well, with SEO I mean, I can’t squad instead of you, sorry).