THE CHALLENGE
Hit Search were appointed to devise a revenue growth plan, facilitated by increasing the presence of the Salt ecommerce website online.
As a relative newcomer to the market, establishing a new fashion retail brand in the designer sphere is hard. Competition is fierce as every high end fashion brand wants to be seen on the pages of Vogue and Harper’s Bazaar. This kind of coverage is not only difficult to come by, it’s extremely expensive and cannot be directly measured.
A major part of the brief was to track user activity, and to continually analyse the performance of our digital marketing channels, including SEO and PPC. In doing so, we could evolve our strategy, based on what was working and what was not.
We were required to optimise the Salt website in line with the latest Google algorithm updates, but before we could do this we had to steward a fundamental set of website changes whilst ensuring that the site did not lose visibility.
We were also required to maintain a large scale content production programme that was SEO compliant, while maintaining their all-important corporate voice.
OUR SOLUTION
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.
