Turning declining sales into 77% YoY growth

Overview

From May to July 2024, Blink SEO partnered with a well-established brand facing challenges in its direct-to-consumer (DTC) sales. Despite strong online marketplace performance, the brand struggled with declining organic visibility and sales. Before starting the project, total sales were down 13% year-over-year (YOY), and organic sales had plummeted by 42% YOY. Our goal was to reverse these trends, improve non-brand keyword rankings, and boost overall site performance.

Our Strategy

To tackle these challenges, Blink implemented a comprehensive strategy focusing on site optimisation, content creation, and PPC management.

Key Deliverables:

• New Collection Development: Extensive research and creation of new product collections and content to attract traffic.
• Site Speed Improvements: Enhanced site speed to improve user experience and SEO performance.
• Content Optimisation: Audited existing blog content and developed new content ideas to capture traffic at different stages of the buyer's journey.
• Technical SEO Enhancements: Conducted regular SEO health checks and implemented schema markup to improve visibility in search results.
• PPC Campaign Management: Increased PPC budgets and optimised campaigns for non-brand keywords to drive additional traffic and conversions.

The Results

Our strategies led to significant improvements in the brand's online performance.

Core Growth Areas:

• Organic Traffic Growth: Organic traffic reached its highest level in the site's history, with non-brand visibility continuing to climb month-over-month.
• Revenue Growth: Overall revenue increased by 77% YOY, with organic revenue growing over 400% for the March to July period YOY.
• Improved Rankings: Rankings for key non-brand terms such as "baby face balm" and "natural baby bath products" improved significantly, driving additional traffic and conversions.

Key Metrics:

• Impressions and Clicks: Impressions were up 112% YOY, and clicks increased by 131% YOY, indicating stronger visibility and engagement.
• PPC Performance: PPC revenue grew 180% YOY, with a 181% increase in sales from PPC efforts. Return on ad spend (ROAS) improved by 33% YOY.

What’s Working Well:

• On-Page Optimisation: Non-brand terms are now visible on the first page of SERPs, and ongoing optimisation efforts continue to improve rankings.
• Collection Page Performance: Key collection pages are driving substantial traffic and sales, reinforcing the importance of targeted content and site structure optimisation.

Next Steps

While the results have been promising, there is still room for further growth. Our next steps include:

• Continued Optimisation: Further improve product pages, internal linking, and technical SEO to boost organic visibility.
• Seasonal Campaign Preparation: Plan and execute campaigns for peak periods to maximise sales opportunities.
• Enhanced Retargeting Efforts: Leverage data from recent visitors to boost conversions through targeted retargeting campaigns.

By focusing on strategic optimisations and leveraging data-driven insights, Blink SEO successfully reversed the declining sales trend and set the foundation for sustained growth. Our continued efforts will aim to build on these successes, driving further improvements in visibility, traffic, and revenue.