THE OBJECTIVES

· Rapidly and cost-effectively grow traffic and conversions to the website

· Deliver at least 100% ROI from search

THE STRATEGY

Natural Search

· We formulated and implemented a link acquisition programme to improve New Look’s profile that included digital PR, link governance, social media optimisation and content syndication

Paid Search

· After undertaking a comprehensive audit of New Look’s current campaign, we created product-specific ad copy, including keywords and terms relevant to the user demographic

Integrated Search

· We took a holistic view of the search channel to identify which keywords organic and paid search should cooperate on to drive optimal return on the search budget

Site Migration

· New Look were re-platforming (including a URL change), so we simultaneously undertook a full taxonomy and domain migration, moving from .co.uk to the stronger .com domain

· We consulted on the new site build, taxonomy and migration to optimise the site to its full potential

THE RESULTS

· Monthly visits increased by 1150%

· CPA decreased by 78.8%

· Overall 101% traffic increase to the site in just seven months

· eCommerce takings were up by 625% compared with the previous year

· A smooth migration to an improved site, on a stronger domain, with an optimised taxonomy, led to an immediate 500-600% improvement in organic revenue