Client
Collagenwave
Date
June 2021
Results
- 599% increase in website impressions
- 133% increase in click-through rate
- 291% increase in conversion rate
Collagenwave
Brief
Celebrity-endorsed aesthetic treatment, Collagenwave, has a growing base of A-list fans but wanted to improve its brand awareness and search visibility among a broader online audience. With non-surgical beauty treatments becoming more and more popular, it was vital that Collagenwave improved its visibility and positioned itself as a true industry leader.
When the team at Collagenwave came to us, they had a basic website with limited functionality that didn’t represent a true reflection of the high-end brand
The Problem
Collagenwave’s status among celebrities helped the business to establish its roots. Still, the team wanted to extend its unique and proven blend of science and beauty to a more comprehensive, online audience.
As well as not playing a significant role in search engine visibility, the website didn’t cater to the needs or meet the expectations of the businesses audience. Through lack of functionality, it did nothing to encourage users to find a salon that offered the treatment – put simply, it wasn’t contributing to increasing online sales.
- Low Conversion Rate -The website did not help establish trust with its users and wasn’t an accurate representation of the high-end brand. It also didn’t have the functionality that encouraged or accommodated conversions.
- Non Optimised Websites – The website’s structure and copy were not well optimised for heightened visibility in the search engine results pages. This will negatively impact the volume of traffic to a website and hinders the online success and growth of a business.
- Poor user journey and checkout experience. The number of high-profile clients tells you that this business is highly trustworthy and credible. Its online presence did not garner the same trust, offering a poor user experience that left users without the valuable information they needed to take the next step in their journey.
- Site Speed Issues. We live in an age of instant gratification; data tells us that if the page load time is longer than 3 seconds, you can wave goodbye to 53% of traffic. With this in mind, it’s simple to see how impactful a slow website can be, and action must be taken to improve this.
Having already successfully rebuilt and redesigned e-commerce websites that have significantly improved clients’ results in this industry, we knew that we could help. A new website and a range of targeted e-commerce marketing activities would help Collagenwave enhance its online presence and increase online sales through bookings.
Solution
Putting experience into practice
After undertaking a detailed analysis of the current website, and the online visibility the business currently achieved, we knew that with a new fully optimised e-commerce website that truly reflected their brand from a design and functionality perspective – Collagenwave would quickly see the results.
Onsite and offsite SEO
The new website underwent a complete redesign to showcase the high-profile and highly-revered brand and treatment. This would go a long way in building trust with the audience.
When it came to the website’s development, along with making sure there was a slick new user journey, making it easy for the audience to navigate the site and find the important information they need, we installed a custom salon locator. This showed the audience where the nearest Collagenwave treatment could be received, using the network of beauty clinics that offered the treatment – an essential factor in the buyer journey.
To ensure uptime, the website was moved to a more reliable and stable hosting platform.
Increasing online sales
Improving the websites SEO was critical for increasing online visibility. We needed to understand the audiences search behaviour, identifying the keywords and long-tail search terms they used to tailor online copy and widen brand visibility in front of their audience.
On-page, there was a focus on technical SEO strategies such as optimising image title tags and metadata, coupled with some well-written and optimised copy. To further underpin onsite SEO, we executed digital PR and content campaigns, achieving high-authority backlinks and referrals from relevant established online platforms.
Complete list of services undertaken:
- Complete redesign of the Website design and development
- Added a custom feature Salon Locator to list/show the approved clinics
- Website hosting & management
- Business email solution
- Search Engine Optimisation
- Email Marketing
- Digital PR
- Business and marketing consulting
The Result
Within the first 12 months, increased search visibility was achieved - Collagenwave had gone from ranking for 87 keywords to 620. We also saw data proving that brand awareness had also increased through PR, social media and email marketing.
Collagenwave’s online impressions increased by 598%, and the volume of users clicking through to the site improved by 133%.
When onsite, the better user experience and brand messaging led to users becoming far more engaged. The bounce rate fell from 83% or 43% - with users staying onsite for longer while viewing more pages, gathering information.
This is all very well, but what we really care about is conversions. All of this activity led to a conversion rate increase of 258% - significantly improving online sales for Collagenwave.
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