The client came to Inceptor to increase revenue. This online specialty clothing retailer has been in business for more than seven years, and had success in achieving visibility for key high-volume terms. However, revenue growth had stalled, with little additional growth in traffic and a declining average order value.
Challenge
The site was largely very good, but the navigation did not allow enough product refinement. Product subcategories included from five pages to as many as 12 pages of products, which was discouraging for visitors to have to click through. Furthermore, the lack of subcategory differentiation meant that the site was not visible for a host of Tier-Two and long-tail search terms.
Solution
The Inceptor SEO team realized that the client needed a stronger long-tail strategy. The team performed extensive search query research to identify the important product types, features, and brands. Then they extrapolated the language that customers were likely to use in long-tail searches. Finally, they helped the client organize their products into additional new subcategories that were relevant to longer, less-common search terms.
Results
Once the new product classification schema was rolled out into the navigation, the year over year site traffic increased significantly. At the same time, the site’s conversion rate increased. Consequently, revenue growth increased to 35% over a one year period, despite lower average order values.
