The client

Founded in 2010, Jimmy Fairly is a French optician and eyewear brand, expanding their brand at a rapid rate into the UK and European market. In their 80+ stores, their opticians offer eye tests and style advice, whilst their website also offers ecommerce functionality and a virtual try-on experience.

Blending style with a focus on quality and sustainability, Jimmy Fairly has a cult social media following. The brand has made a conscious commitment to environmentally friendly practices, and also finances a pair of reading glasses for every pair ordered, via the charity Restoring Vision.

The challenge

Well-established in France with 80 stores, Jimmy Fairly was opening physical stores in the UK for the first time. Opening several stores across London, the Jimmy Fairly marketing team tapped into Hallam’s expertise to grow organic traffic and conversions from these new UK locations. 

A new entrant to the UK market, the Jimmy Fairly domain faced tough competition from well-established high street brands. 

The primary aims of the campaign were twofold: grow organic visibility in the UK and increase the number of in-store eye test bookings across their London stores.

What we did

We completed an initial in-depth organic audit: whilst the main focus was on increasing eye test bookings via local SEO, we also noticed opportunities to improve ecommerce revenue. 

This audit formed the cornerstone of our SEO strategy, the primary recommendations of which focused on:

• - Developing a local SEO strategy to support the opening of new stores across London
• - On page optimisation across key page templates
• - Internal linking improvements to improve the flow of page equity to important URLs
• - Page speed and Core Web Vitals improvements

- Working with the Jimmy Fairly team in the UK and France, these high impact recommendations were implemented with the aim of i             improving organic performance conversions.

The results

Whilst the main focus was on eye test bookings, the site also has an e-commerce functionality and we were able to increase organic e-commerce revenue by 47% YoY. 

Total non-branded ranking keywords in the UK increased by 114% across the project. 

Alongside this, our work also achieved:

• - 101% increase in UK eye test bookings
• - 76% increase in UK page one keyword rankings
• - 91% increase in organic traffic YoY
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• “As we look to establish our UK presence, working with Hallam has brought huge value to our growth plans. The team thought outside the box and were creative with their SEO recommendations. Throughout the project, their communication and proactivity was on point – the results speak for themselves.”
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  - Emma Linzel, Marketing Communications Manager at Jimmy Fairly