Client Description
Internet Retailer 500 Ecommerce Retailer – Selling primarily known brands.
Background
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Retailer had an existing and thriving ecommerce business but was struggling with high cost of marketing.
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Retailer desired to develop more sales from low cost or “free” marketing channels.
Objective
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TPG identified a large development opportunity in the Organic Search marketing channel. The retailer was receiving a far lower share of total traffic from search engines than similar companies.
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The retailer retained TPG to help change the website and the company to ensure that the retailer ranked higher on search results for critical shopper searches.
TPG Approach
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Identify critical keywords and key phrases and set metrics to track the ranking, traffic and sales.
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Facilitate an integrated program of change across IT, Marketing and Merchandising by identifying key initiatives for each function including the following:
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Merchandising leveraged new ways to access rich supplier content and obtain backlinks.
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Marketing changed the way copy was written and developed large amounts of added rich content specifically for particular keywords and key phrases.
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IT led a systematic review of URLs, Titles and code review to make the site easier to crawl and index.
Impact/Results
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60% sales growth in the channel over 3 months.
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Increased overall EBITDA due to larger share of demand from low/no cost marketing channels.
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Better content overall which provided a better customer experience.