Client
HoneyPot
Date
June 2021
Results
- 894% increase in website impressions
- 838% increase in website traffic
- 433% increase in conversion rate
- 56% increase in average order value
HoneyPot
Brief
Honey Pot Furniture is a retail furniture brand. We helped Honey Pot Launch a new eCommerce website for their consumer audience, improving functionality, and user experience. To appeal to their target audience, we also worked on updating their brand.
The Problem
The e-commerce website that Honeypot Furniture had was basic and outdated. It wasn’t showcasing the range of quality furniture items that the business had to offer users, meaning that they left the site without converting.
- Low Conversion Rate – The overall look and feel of the website coupled with issues such as site speed and a confusing user journey meant users were not converting. We undertook a full investigation to determine and resolve the barriers.
- Non Optimised Websites – This website had not been optimised for or aligned with their user’s search behaviour. This meant they were not going to be visible to their audiences in the search engine results pages, limiting the traffic to their website.
- Poor user journey and checkout experience. Honeypot Furniture’s website’s user experience left their audience questioning the legitimacy and credibility of the business, as well as leaving them confused and frustrated. The website had a low conversion rate and a high bounce rate to be addressed.
- 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.
- No strategy. Without a well-informed marketing strategy, you miss key areas of improvement and where to spend time and budget most effectively. We worked with the Honeypot furniture team to provide deep business data and helped shape a new strategy – as well as a new product.
Having successfully resolved these issues with a number of other clients, we were confident that we could increase online sales with a new optimised e- commerce website and long-term marketing strategy.
Solution
Putting experience into practice
To allow us to make the right recommendation and implement the right solutions, we undertook a detailed analysis of the website, with a focus on product pages and the buyer journey. It soon became clear that with some **, we could drive down the bounce rate, keeping users on-site and more importantly – converting.
Onsite and offsite SEO
Improving the new e-commerce websites SEO was key to improving the volume of traffic to the website and so it was high on the agenda. After some in-depth research and discussions with the Honeypot team, we created a comprehensive list of keywords that the new site would target, widening the visibility in front of their audience.
Using technical SEO strategies as well as well-written optimised copy and relevant, enticing metadata the website went from ranking for 242 keywords to 7,350 keywords. Click through rate soared by 117% and the volume of traffic over 800%.
To underpin this, we also executed some off-page SEO in the form of digital PR and content campaigns, achieving high authority backlinks, and referrals from relevant established online platforms.
Increasing online sales
In order to increase the volume of online sales, it is important to undertake high-converting strategies and nurture those users that haven’t converted after one visit.
This is why we also created paid advertising campaigns on Bing and Google, targeted social media advertising and implemented email marketing, to sustain brand awareness and encourage online sales.
Complete list of services undertaken:
- Complete redesign of the Website design and development
- Website hosting & management
- Customer journey experience improvements
- Conversion rate optimisation
- Social media advertising (Facebook / Instagram)
- Google Ads & Bing Ads
- Search Engine Optimisation
- Email Marketing
- Digital PR
- Business and marketing consulting
- Holistic reporting on performance (reporting on all data across all channels).
This provided in-depth business data and helped shape new treatments and services
The Result
Within 18 months, Honeypot Furniture’s online presence and sales had been transformed. The increase in keyword rankings and increased online impressions from 18,000 to 179,000 - this means visibility was increasing, but we wanted to increase online sales too.
We knew our work was going to bring great results for Honeypot Furniture, and as the volume of traffic rose by more than 800%, their online sales increased by 433% with an increase of more than 56% in order value too.
To align their the new e-commerce design and website, Honeypot also decided to invest in a complete rebrand, using the audience and business data that our work provided. Alongside this, they were able to make changes to their customer service communication on new orders, resulting in a fantastic customer experience from a website visit, right through to product delivery and beyond.
