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How we generated a 588% boost In organic traffic to a major eComm brand during COVID-19

Impress Me!

digiDirect

digidirect.com.au

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.

129%

Increase in organic traffic

38.49%

Increase in conversion rate compared to the previous financial year

32.94%

Increase in revenue compared to the previous financial year

THE CLIENT

digiDirect is a leading Australian 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.

THE CHALLENGE

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.

THE STRATEGY

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 optimization 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 optimization 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.

THE RESULTS

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. 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.

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WE’RE NOT JUST A DIGITAL SERVICE PROVIDER – WE’RE YOUR PARTNER IN PERFORMANCE

Here’s how we’ll invest in you:

A comprehensive audit

We’ll review all of your digital marketing channels and outline what’s working, and what needs to be improved.

Unique growth strategy

We’ll share our approach, covering how we’d scale your marketing – and how it relates to your objectives.

ROI projections

We’ll forecast the results you can expect, as well as your investment and the KPIs involved to get you there.