As with all agency campaigns, we understand that we need to take the time to work closely with the client team and marketers to ensure we understand how each brand wants to be represented. This approach is invaluable in the fashion space and was critical in establishing the collaborative partnership approach between Salt and Hit Search.
Whilst the content team were getting to know Salt’s brand positioning and tone of voice, the SEO team were successfully mitigating the risks of a complete site restructure and server move; working closely with a third party web development team to ensure rankings were maintained whilst improving optimisation. This was a full time task but it ensured that the site came through the switchovers with increased visibility, increased onsite content and increased functionality.
We implemented in-depth tracking across the site – previous reports could track the bottom line but couldn’t deliver actionable insights. Our analysis, including basket abandonment, funnel tracking and attribution modelling have all helped us to discover which channels were really performing. We were able to advise where future spend should be targeted.