Search traffic increased up to 60% and sales from online-store doubled
CACTUS is a trading platform with a large assortment: from appliances to household goods. At the moment, the company has grown into a successful brand with offline sales points in Kharkiv, Dnipro, Kyiv, Odesa and Lviv. The main advantage is one of the lowest prices for products on the market.
Development of a design system using a common concept and a single style for the entire complex of design tasks: starting with a store sign, ending with a complete redesign of the site with a 60% increase in search traffic in the first year and a 2-fold increase in sales due to a convenient way to place an order.
The problem
The main task was to increase the sale with an increase in the conversion rate. Also optimize advertising costs without losing organic traffic.
The result
In 2 years, we managed to increase the company’s total sales by 77%, total traffic by 105%. Thanks to the right marketing strategy and SEO promotion, redesign of the site and its elements, a new filtering system, as well as updating of offline advertising on transport and city billboards. Optimization of advertising costs increased the percentage of conversion to sales and the number of items in the merchandise receipt.
What did we do?
During all stages of the project’s development, we performed a set of works:
- marketing analysis of the market and niches;
development of the technical task; - creation of a new design-layout of the site;
- design layout;
- programming on CMS OpenCart;
- “painless” for all types of traffic implementation of the redesign on the trading platform;
- change of basket and product card;
- changing the structure of categories.
At the next stage, SEO and SMM specialists, designers drew up and approved a promotion plan for CACTUS.
SEO:
- full technical SEO analysis of the site and subsequent correction of the entire list of errors found;
- internal SEO optimization of the entire site to increase search traffic and increase conversions;
- collection and clustering of the semantic core (key phrases) and optimization of meta-data in all promotion categories;
- writing content by a category copywriter in accordance with the technical task;
- analysis of competitors to compile FAQs (questions/answers) for the most popular products. Production of TK content writer for writing texts;
- drawing up a strategy to increase the weight of the site (“relinking” of internal links) and setting up a technical specification for the programmer to implement improvements;
- drawing up a content plan for a blog: searching for relevant topics, collecting key phrases and setting up a copywriter’s TK. To attract targeted traffic, which affects: increasing organic traffic and the level of trust of search engines;
- support of SEO specialists in transferring the site to an updated design;
- optimization of the Google My Business page. Placement of information about the company in all thematic catalogs;
- external optimization. Internet Reputation Management (SERM).
SMM:
- development and drafting of a promotion strategy;
- analysis of the current state;
CA analysis; - competitor analysis;
- drawing up a content plan;
rubric development; - visual development for publications and stories: get rid of green in the feed, while leaving bright colors and accents. Dilute the content with live photos;
- development of Tone of Voice;
- work with activations on the page: conducting raffles, advertising in public places of cities where there are shops;
- regular posting in the feed: 7 publications per week;
- Posting in stories: 10+ daily;
transfer of leads to the sales manager; - conducting the channel in TG.
Designer:
- development of the corporate style of the company;
- creation of a design system;
- development of website design and mobile application.
Feedback from the leading project
One of the most difficult projects, moreover, in a competitive niche. CACTUS had a number of problems from the technical side of the site and usability, reputation on the Internet and insufficiently competent use of funds for online and offline advertising.
Every employee of our company was involved in sorting out the mess and lack of structure. As a result, this helped to bring Cactus several levels higher in all tracked indicators and take away a significant portion of customers from competitors.
