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REBEL has used the following skills/services in the project.
Hobbycraft is a leading online and physical retailer of arts & crafts and hobby supplies in the UK. They have over 120 stores in the UK and stock a diverse range of products as well as a creative blog showcasing inspiration, project support and other inspiration content called their ‘Ideas Hub’.
They lead the market in the breath, categories and quality of products sold online and instore and are moving towards becoming the ‘BBC Good food’ of the crafting world showcasing crafters, communities, techniques, guidance and inspiration in their content and online channels.
Hobbycraft have such a breadth of products, content and categories onsite that their immediate competitive market and individual competitors are hard to define. Some of the highest value and AOV categories are more niche and do not conform with the sitewide principals that make categories with products at a lower price point so appealing to the crafting community. The ‘Digital Crafting’ category onsite contains many technical machines at competitive prices with trained personal to support with set-up and getting the most form these devices. Therefore, this segment was to be presented more inline with technical product sites and less with the overarching arts and crafts category.
The strategic decision was made to segment optimisation workflows like a digital department store. ‘Digital Crafting’ was selected as a priority site segment for this framework for its potential value to the business and largely untapped search visibility. This focused optimisation project would enable unique insights from sector specific sites optimising categories in isolation for competitive SERPs opportunities and structural developments. Differing price points, user journeys and intents were all encompassed into segmenting site categories as unique stores.
A category performance competitor audit was created showcasing missing products, targeting terms and category pages utilised in the taxonomy of the competitors. These changes were mapped and optimised into a revised Ecommerce architecture for the category providing more streamlined user journeys, greater opportunities in SERPs and integrations to increase basket value with add-on products.
Comparing YoY peak Q4 results for the category key organic metrics increased significantly with traffic and revenue figures still rising into this year.
Since implementations were completed Q3 last year the category has seen the following increases in essential SEO metrics with an overall over double increase in CTR despite the largest jump being impressions acquiring many new and increased priority positions for the category.
Impressions +124.4%
Clicks +65.7%
Av. CTR +3.5%
