Lenanto is an online store with women's clothing. The company specializes in dresses, but the website also has categories for sportswear, shirts, tops and accessories.
The client asked us for help in improving the website's visibility using positioning . The client's online store has never been optimized for SEO before. Our task was not only to position a specific number of phrases in the TOP10 and TOP50, but also to improve the operation of the website and expand it. Of course, the phrases had to be selected to maximize the chance of conversion (purchase).
E-commerce in the clothing industry faces fierce competition. Small online clothing stores often quickly disappear from the market, losing in the fight against giants such as Zalando, Answear and chain stores.
According to the Klarna report from 2022, the average Polish fashion consumer spends from PLN 200 to PLN 500 on clothing purchases per month. The largest part of the shopping budget is spent on shoes, trousers and jeans. Polish consumers usually spend between 16 and 25% of their budget on dresses, the most important product in our client's offer.
As we can see, the situation on the clothing market is not easy. It is true that customers eagerly enter phrases such as "dress" into Google, but getting into the TOP10 or even TOP50 with popular phrases is extremely difficult for every SEO specialist.
We started cooperation with the client in July 2023. We started with a website audit, paying special attention to the technical part of the website's operation to immediately eliminate any problems.
As a result of our recommendations, we managed to fix the error responsible for incorrect page indexing. The linking audit allowed us to detect unwanted links to the client's online store. We have effectively invalidated these links in Google Search Console.
With these obstacles out of the way, we were ready to start working on phrases. Based on the assortment available in the customer's online store and after determining which products the customer cares about the most, we proposed a set of phrases under which we recommended store positioning to attract the most desired users to the website.
During the selection of phrases, there was a need to create additional subcategories in the store, which we did immediately.
At the optimization stage, new content appeared, supporting positioning on the website, on promoted categories and products. The content we prepare is created by a copywriter, not generated using artificial intelligence, which is an increasingly rare practice these days ;)
Additionally, we have modified the template to improve the readability of the website and user experience, which, as we know, directly translates into the conversion rate.
In four months, we managed to increase the number of phrases in the TOP10 by 2000% and in the TOP50 by 975%.
July, beginning of cooperation:
number of phrases in top 10: 8
November (so after only 4 months):
number of phrases in top 10: 168
July:
number of phrases in top 50: 113
November:
number of phrases in top 50: 1215
During 4 months of our cooperation, users went to the client's website from search results over 40 thousand. times.
Thanks to our actions, we attracted almost 2.5 times more new users to the client's website than there were in the same period in 2022. However, what is most important - these were not accidental clicks, the target group was accurately defined. Thanks to this, as you can see in the table below, we managed todouble the number of conversionsin the client's online store, < b>increasing its sales revenues by 152%.
From each new user acquired through SEO, our client had on average over 4 times more revenue than from each new user acquired through a social media channel.
ROAS (return on investment) for SEO is 1500%. For every zloty spent on positioning, there is PLN 15 in revenue.
We continue to cooperate with the client. We actively work to improve the visibility of established phrases and increase traffic on the website. The next step will be further expansion of the link infrastructure.
Do you want to improve traffic to your website? Contact us.
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