While this particular client is not laboring under the restrictions of some of our other clients that cannot leverage paid search or social marketing to their advantage, there were unique hurdles to clear here. 

Here’s how we did it and what the aftereffects were. 

The Client and Industry

This client is one that specializes in selling high-end, luxury fashion items – notably, dresses to be used for memorable occasions like high school homecoming, cotillion, and promenade dances. 

They are expensive, unique, and subject to the whims and vagaries of the fashion market. What’s popular one season might experience an even more meteoric rise the next – or it might fall out of common parlance like a byword. 

While there might be plenty of search volume associated with a particular keyword or fashion trend, what’s in this month might be wiped off the map next – which presents unique challenges for eCommerce SEO.

The thing about SEO is that it usually takes a long time, a year or more, to start generating appreciable results. The problem there is how to identify keywords and search terms that will be popular – or are more likely to be popular – in a year’s time?

That is – how do we find the evergreen keywords? In an industry like this, there are precious few. 

Despite the lack of technical challenges in this industry, the unique circumstances surrounding the industry made it particularly difficult to settle on a coherent fashion SEO strategy. 

The two keys to success here were keyword research and the copy.

Special Considerations 

The strategy we ultimately settled on was one that was custom tailored for this client and its unique considerations. 

Namely, we bifurcated our strategy to create two main larger groups of target keywords. One large group consisted of high-volume, short-tail keywords that should in theory be evergreen – even in the fashion industry. 

The other was much more closely targeted and aligned with specific fashion trends and even fads. This approach enabled us to create a unique cultivated approach that would leverage the long-term benefits of SEO in multiple ways, despite the inherent risks associated with shifting consumer preferences. 

Here’s why. 

The one cohort of search terms and keywords was sufficiently broad that, even if and when trends shift, it will still bring them visibility for those general clusters, expressly because of their nonspecificity. 

For instance – take the keywords “prom dresses” and “evening gowns.” These two keywords are non-targeted according to trend, only according to event. This enabled us to build authority for this client for those event-related keywords without getting too specific. 

They’re also general enough that they offer us the flexibility to use those keywords in much more specific pieces that actually do follow the current trends. 

Presumably, “prom dresses” and “evening gowns” will still be in demand in five or even ten years, even when the trends shift – and this approach has enabled us to position this client with perfect precision. 

The other prong of this strategy was one that focused on much more targeted search terms – like “red prom dresses” and “Cinderella prom dresses.” It’s a lot riskier and the volume associated with these keywords could shift dramatically from month to month, but it’s a winning approach nonetheless. 

Let’s say we hit the mark and red prom dresses are popular this year (or next year). By leveraging content focusing on those keywords, the client will be perfectly positioned, and get the visibility and traffic right when they need it. 

Now let’s say that keyword flops this year and for the next few. At some point, red prom dresses will be back in – and at that point, the client will have all the authority they need, plus historical content, to compete for it.

So it’s basically a win-win, even though it’s a very long-term strategy that isn’t guaranteed to bear fruit in the short term. Either way, it worked, as substantiated by increases in organic metrics. 

The Role of Targeted and Optimized Content 

Secondary to the bifurcated keyword strategy aforementioned was the role of high-quality, engaging content in this campaign. 

Our copywriters had to take some time to get familiar with the client’s vertical and then compare notes with the copy being published by other industry competitors, especially those with high organic rankings for the desired target keywords.

From there they could back-form a content strategy that would outperform the best work of their competitors, outpacing their visibility in the search engines. 

Without giving away any secrets about the topics and trends they covered in the content stream for this campaign, suffice it to say that standard “SEO” copy would not cut it. 

This copy had to be more akin to content marketing copy that was specifically optimized not only for the user experience but also according to SEO best practices. 

Addressing popular trends in prom styles and fashion, as well as trends in dress design, as they became ascendant, was the only way to generate authority, and therefore visibility, for this client. 

Which is precisely what our copywriters did – and in time, the results showed. 

The Results 

Probably the best indicator of success for this client has been the positive movements in some of their target keywords, as you can see below. 

Many of their target keywords, as you can see, are in the page one, spot one position, which is largely the cumulative result over the better part of the last two years.

Google Search Console also tells a compelling tale. While we can’t see back all the way to the beginning of the campaign (GSC only lets you look back 16 months), you can see that there has been positive growth in both impressions and clicks over that time period, particularly in the latter few months. 

This is even more considerable when you weigh the reason for it; this is a seasonal spike directly associated with the prom-related keywords we’ve made targets for this campaign. The spike is not aberrant; it is by design. 

All of this is to suggest that, in a word, our industry-specific fashion SEO services are highly effective when paired with a unique strategy that is tailored to meet the needs of the client in question.

Industry-Focused SEO Services That Perform 

These are the sorts of results that data-driven, strategic eCommerce SEO services deliver for clients, even though in extremely competitive industries. If you’re operating in the fashion industry and are wondering how SEO services can benefit your business, get in touch with our SEO experts for more information. 

The post Fashion SEO and Organic Successes: A Case Study appeared first on 1Digital® Agency.

The competition online for the fishing industry is fierce enough, which presents not only a challenge but a unique opportunity through which we grew results more rapidly than typical for this client. 

Here’s how it all broke down. 

The Industry 

The fishing industry, unlike the firearms industry, and other aspects of outdoor sports, is not hindered by Google’s draconian and irrational restrictions. 

Online tackle shops can, therefore, pay to advertise. But that is an expensive proposition; consider the fact that for “fishing tackle,” which gets nearly 15,000 searches per month, there are a hundred and ten million results.

So that should give you the sort of insight into how competitive the market is. Now let’s shift things up; no fisherman starts his search for an online sale by looking up “fishing tackle.”

He or she is either going to look up a particular product or a class of product, such as “Rapala jerkbait” or “Penn Pursuit.”

That narrows things down slightly. It also happens to be the case that the fishing industry in general offers visibility based on authority, and that requires content – and most fishermen are not tolerant of low quality fluff that isn’t actionable on the water. 

This in turn means that all copy produced for an eCommerce SEO campaign in the fishing industry must be content-marketing focused, with an emphasis not on promotion, but utility. 

For instance, online shoppers might be interested in an article or a CMS page about the best lures for bass in the summer, or how to clean a spinning reel after a day on the water, rather than vapid copy about a given reel’s features. 

Given these unique considerations as well as the other notes on the industry, our task was to create a custom eCommerce SEO package for this client that met the challenges head on and still promised to deliver. 

The Approach 

There were a few things we had to hammer out before we could put together a coherent approach for this client. 

• We needed to find the right keywords we wanted to target. These keywords needed to be associated with either commercial or transactional search intent, and have viable volume. They also needed to have attainable difficulty scores. 
• There had to be a reasonable number of competitors for those search terms, and they also had to be highly relevant to the business model of the client in question. 
• We needed to meet with the client to determine what sorts of challenges its clients faced regularly, as well as what was important to them.
• And we had to put together a content strategy that hinged not only on keyword strategy but also content-marketing level topics that were useful for the client’s audience. 

From there, we could scope the campaign and assign deliverables that we expected to have the most measurable impact. 

The Deliverables

As part and parcel of this custom eCommerce SEO campaign, we had to ensure we were delivering according to the greatest needs of the client website, with a focus on generating the most palpable organic ranking increases. We opted to include:

• A backlink strategy involving publication on a variety of high domain-authority third party websites. 
• On page optimizations for the campaigns target keywords, in on-page copy, metadata, and page titles. 
• A technical audit and regular technical sweeps to uncover and rectify technical rankings factors that might not be optimized to the fullest. 
• A content publication stream of both offsite posts (used for building backlinks and domain authority) and onsite content, mainly in the form of blogs, which improved the website’s overall visibility for the target keywords and search terms, and which increased engagement from key members of the target audience. 

On the latter end, we worked closely with the client to collaborate on the topics covered by the content stream, including not only new topics previously uncovered by their content streams, but adaptations from their YouTube channel. 

The Results 

We tell our clients not to expect any appreciable results before, at minimum, a 6-month investment in eCommerce SEO services. At the same time, we take wins where we can find them, and for the client that is the focus of this case study, we saw promising results fairly early on.

Specifically, we saw considerable growth in the organic rankings of some of the target keywords we selected for the campaign. 

You can see some of those featured in the image below:

While this image shows that some keywords have not come into ranking yet, it also shows that we took several keywords from page 2 to page 1, and increased the position of several other target keywords by increasing their rankings on the first page. 

Total revenue is another way to evaluate the summary success of an SEO campaign. Even though SEO cannot guarantee increases in revenue, by targeting appropriate keywords associated with intent to purpose, we can often move the needle. In this case we certainly did:

Comparing total revenue from the past month as of the publication of this case study to the corresponding previous period (indicated in the screenshot), revenue was up over 44%. That’s significant, considering December is customarily a big month for eCommerce ventures. Nonetheless, our efforts yielded considerably higher revenue in the last month than the one prior. 

Given the fact that this campaign is comparatively new, these are nothing more than the shape of things to come, though they presage good things. 

For More Information on the Potential Payoffs of an Investment in eCommerce SEO Services

In the event these are the sorts of results you’d like to see for your own eCommerce business, get in touch with one of our SEO specialists and we will be more than happy to talk over your goals as well as potential options for a custom SEO package. Also, for more success stories, check out our full collection of eCommerce case studies. 

The post Overcoming Fierce Competition in a Niche Market Through Targeted eCommerce SEO Services appeared first on 1Digital® Agency.

It’s equally well-known that even with experts managing an eCommerce PPC campaign, you can still only hope for an average click-through rate of about 2%.

Adding to this, there are industries that can’t advertise at all. Among those that can, there is often stiff competition, and the more competitors there are, the more you have to pay for your ads to get seen and clicked. 

All for the hope of getting enough return to cover the cost of the campaign as well as the management fee. 

But it can be done and eCommerce PPC management is something at which we excel – as will be demonstrated here. 

About the Client, Industry, and Challenges Faced

The client in question is one that specializes in formulating clean supplements that are designed to improve holistic wellness, from pure ingredients sourced from all over the world. 

If that sounds like a competitive market to you, you’d be right. There are 16 full pages of results for the keyword “clean supplements” alone. 

Despite the interest in and high volume associated with qualified target keywords for this client, the competition was immense. 

That, and the number of qualified competitors with good brand awareness and relatively high domain authority also squeezed the market even further. 

Our approach for this client was multi-pronged, but it hinged heavily on audience targeting, keyword targeting and bid strategy, and a series of ongoing optimizations implemented after the campaign was launched. 

Ad Campaign Proliferation and Optimization 

One of the keys to our success with this campaign was the fact that we utilized so many different campaign types with an emphasis on maximizing return on investment. 

One of the main drivers of success for this campaign was our utilization of a Pmax campaign that served ads across several channels, including Search, Display, Shopping and YouTube. The specific goal of this campaign was to maximize conversion value. 

We automated audience targeting, without utilizing predefined segments, which enabled us to cut costs associated with targeting while boosting performance. The Pmax campaign utilized 83% of the total budget and returned an impressive ROAS of 7.8. That is to say, for each dollar this client invested, $7.80 came out of the campaign.

In addition, we ran a Dynamic Search campaign, targeting website URLs, and which automatically generated ad copy, with a campaign goal of improving ROAS. This campaign accounted for 9% of the total budget and generated a ROAS of 6.8.

We also ran a Branded Search campaign in tandem with the others, focused on increasing exposure for branded terms. Though this campaign only utilized 8% of the total budget, it delivered an unbelievable ROAS of 64. 

All in all, this mix of campaigns was strategic and ensured optimal performance with a focus on conversions and ROAS, across a diverse group of channels, all while delivering performance among shoppers in various stages of the funnel. Moreover, the campaigns improved not only revenue, but also brand visibility – which brings up another element of success.

The Intangibles 

While it’s easy to see how a high ROAS and revenue directly impact a company’s bottom line, what it’s tough to account for are the intangibles. 

But doubtless, many online shoppers were exposed to this client’s brand and did not immediately convert. 

It’s a well known fact that familiarity with a brand makes a lead more likely to convert, even if not immediately. The fact of the matter may be that some of the company’s organic conversions were assisted by our eCommerce PPC management efforts. 

And that is another reason that a unified digital marketing strategy has the potential for such great efficacy. 

With that said, let’s take a closer look at the data. 

The Results: A High-Level Look at 2023 vs. 2022

If you take nothing else away from this case study, internalize the data shown above that illustrates the performance of this campaign from 2022 to 2023. 

Though it tells a slightly different picture in terms of metrics than what has been shown so far, it is evident enough that from 2022 to 2023, clicks, conversions and conversion value all rose while the cost of conversions fell, indicating a higher net profitability for this client’s PPC campaigns.

We accomplished this in part, through a combination of active and passive optimization efforts, delivering an increase in conversions and revenue for the client – the bottom line in almost all eCommerce PPC campaigns. 

Experience Effective eCommerce PPC Management Firsthand 

There’s no guarantee of success in digital marketing for any business, regardless of the strategy pursued. 

However, one way to hedge your bets is to work with an eCommerce PPC management company that has years of experience working in competitive verticals. 

Agencies that fit the bill have worked with clients in those verticals and know what keywords to target (as well as which to avoid) as well as what campaign optimizations to make to maximize return while minimizing spend. 

It’s easy to fritter away money on a PPC campaign, and not easy to generate a solid return. But that’s what eCommerce PPC management companies are there for.

This is just one example of success we’ve delivered for one of our clients over the years. To learn more about the measurable results we can generate for your business, see our full collection of case studies.

The post Overcoming Industry Competition with Effective eCommerce PPC Management appeared first on 1Digital® Agency.

They carry the top brands, too. You name it, they have it. Fujikura Ventus. Autoflex Golf Shafts. Nike Golf Equipment. Check. Check. Check. 

They also happen to be running an eCommerce operation (link above) so they can better serve their golfing customers far and wide across the country. Expertise and inventory like theirs aren’t easy to come by. 

But reaching that broader market? That’s a bigger question. Fortunately for their customers (and for them) they partnered with us for PPC and SEO services for online growth. Here’s the short version. 

The Background 

It all started back in early 2020. Basically they, like so many others in their industry, were looking for effective ways to increase their reach online. 

They also sell the best golf equipment brands in the industry, inclusive of the most in-demand clubs, shafts, and golf bags, at competitive prices. Plus, they offer club fitting services, sell used gear, and a whole lot more. Their service is top tier.

It then became a question of what channels to target. For this project, we chose a bifurcated strategy inclusive of PPC and SEO.

Why PPC and SEO Work Well Together 

Starting from nothing, following a two-pronged approach that includes both PPC and SEO is a smart move. This is because the two work in very different ways and help drive a strategy forward over the long-term.

Here’s why. With search engine optimization (SEO), you need to make granular optimizations at the page level which not only take time themselves, it takes time for search engines like Google to recognize them and assign authority so the website ranks higher in the organic search results. You also need to develop a long-term content strategy as well as start sowing links. 

That all takes a long time. Most SEO efforts don’t bear real fruit for a year or more. In this instance, it just happens to be the case that we can take a long look backwards.

The thing here is, if you’re aiming to have SEO pay for itself, it usually takes a while. Clients that want to see results more quickly should also invest in PPC. 

In PPC, instead of organically improving positions, you bid for top ad spots in the paid search results by buying – literally- relevant keywords. This gives PPC marketers the ability to buy positions for higher visibility, effectively overnight. 

Paired with exceptional targeting – which will be covered in more detail below, PPC can start driving traffic and generating higher conversion rates and sales right out of the gate.

But it gets better, because as data associated with customer and purchasing behavior rolls in over the course of the campaign, PPC specialists can hone their strategy and improve targeting to improve both ROI and ROAS, boosting profitability. 

Then, as SEO efforts improve and organic impressions, clicks and sales start to generate steam, domain authority increases. Higher organic rankings improve the credibility of paid ads, which in turn makes it easier to develop a sensible bid strategy, lowering cost per click. 

Keyword Strategy, Targeting and Setting the Stage 

For success in both SEO and PPC, you need a cohesive keyword strategy, which in many cases will revolve around the same keywords.

That’s the secret sauce of a campaign which we won’t divulge here, but suffice it to say our SEO experts uncovered a bunch of mostly golf shaft and bag-related keywords that were attainable, had decent volume, and which were associated with intent to purchase. 

These we set the rest of the campaign around. For the purposes of SEO, the targeting is more or less inherent in the search intent of the keyword. For PPC, it required an additional layer of targeting by area, keyword, and a select group of demographic factors.

With this joint keyword strategy and targeting unfurled and in place, the stage was set. So what sorts of results have we gathered through the years?

Success with PPC and SEO Is a Long-Term Game: Results 

Success in PPC is measured directly through user actions, and ultimately in sales. The efficacy and profitability of the campaign can be measured in ROAS, or return on ad spend. Here we will take a look at conversions and conversion value.

These metrics are straightforward and the numbers about to be presented speak more or less for themselves. The following shows data for their PPC campaigns from Q1 of 2023: 

As you can see from the image which represents performance during that quarter, there was still a respectable volume of conversions and total conversion value. 

But part of our targeting was involved in looking for ways to further improve the campaign. We determined that by adding a Customer Match list, along with calls, store visits and directions to store in mid 2023, we could improve targeting, attract new customers, and improve conversions and overall conversion value.

As evidenced by data from Q4 2023:

And again by data from Q1 2024: 

I won’t beat a dead horse; the numbers speak for themselves. 

As for SEO, that’s a slow game, too. Here are some figures associated with target keyword standings up through the present time:

As you can see, as of the latest scan through one of our proprietary tools that tracks organic keyword rankings, Dallas Golf Company is on one page for most of the target keywords displayed in the image below. You can clearly see positions and search volume – but we blanked out keywords to protect the strategy:

But what about organic traffic? Impressions? Clicks? Sales? 

We can see some of this through Google Search Console. We can only go back 16 months, but you can see there is a clear upward trajectory, notwithstanding a little dip in the middle, which is customary due to natural search engine algorithm updates and fluctuations:

Still, the trend is overwhelmingly positive. 

We can see more through Google Analytics GA4, specifically with respect to event count. There were some minor drops in views and users which can be expected with a bump in traffic – but events are up substantially: 

This of course represents the bottom line – both organic and paid traffic have brought in a substantial amount of conversions and revenue for this client, but there’s more that should be exposed. 

The Soft Details: Content Marketing Success

In SEO, you may have heard the expression, “Content Is King.” This might mean different things to different people, but in this capacity, it’s important to understand that a huge amount of organic growth – SEO, that is – hinges directly on the quality of content a website publishes. 

Content creation could result in product page copy, category page copy, blog copy, CMS page copy, FAQ page copy – whatever – but it has to be attributable to your domain and it has to be both useful and convey authority at the same time. 

Therefore, a large portion of this eCommerce SEO campaign’s value came from optimizing category and page page content, and more directly, writing blog posts that were useful to the target market. These blogs brought in visitors and conveyed authority to the target pages that we wanted to get into ranking. 

How valuable does it need to be? Well, let’s take a look at the top performers. 

The image above shows only traffic to their blog since January 2023. The blog alone, for which our content production team was almost entirely responsible, brought in nearly 200,000 views during that time frame. 

What’s more is that average session duration among those 100,000+ sessions was over a minute – ludicrously high. People are actually reading these blogs and gaining something valuable from them. 

Even better? Every single page has a little bit of conversion value attached. This means that not only are these blogs ranking and pulling in traffic that actually reads them – many of them go on to make a purchase from their website. 

And that is why you can’t completely optimize your website without creating content that actually resonates with your users. No digital marketing strategy – especially SEO –  is complete without it and it is arguably the most impactful ranking factor that will affect your online presence. 

Get Your Marketing Off the Ground Today 

Results like these are, in a word, not necessarily common, and there’s some more insight here. They don’t happen overnight. This case study has been clear on that. 

What’s worse: You can’t begin your SEO marketing efforts in 2020, unfortunately. That proposition is off the table. 

But you can begin today, and there’s no time like the present. 

To start generating more traffic, sales, and to build a massive organic footprint and respectable domain authority, get in touch with us today at 888-982-8269.

The post Uniting PPC and SEO for Long-Term Success (Plus Some Content Marketing) appeared first on 1Digital® Agency.

It’s a simple but effective model. Businesses need seating and other furniture and sometimes they need it fast. This company gives them that, plus low prices. 

That’s the product, price, and place of marketing – but not the promotion. 

That requires the insight of an eCommerce consultant, which is precisely what we offered. 

Meta with B2B Angle: The Lens of eCommerce Consulting

Much like their business model, this particular client had simple goals: a strategic approach to advertising that would produce results. 

Simple enough, right? Generate a return on investment. That’s easier said than done in digital marketing, though. 

They partnered with our eCommerce consultants to investigate the potential avenues. 

What we settled on was a targeted approach for Meta advertising. Chiefly, we came up with this not through conjecture but with a heavy dose of competitor research. Not to drop any names, but our analysts determined that this client’s big competitors were selling B2B furniture, successfully – on Meta. 

Now, it might sound to unseasoned ears that Meta is better suited for B2C advertising, but that’s not a universal truth. 

Meta can be an effective channel for reaching consumers but with the right targeting and messaging, it’s not out of the realm of possibility to reach businesses with the right needs, either. 

That, and some eCommerce expertise. Here’s what we accomplished. 

It’s All About Targeting

A huge part of the reason our eCommerce experts recommended Meta advertising to meet this client’s business goals comes down not only to the fact that we saw competitors doing the same, but to the level of targeting you can exercise on Meta. 

Think about this: using Meta Ads Manager, you can target users according to interest, behavior, age, location in the country, and other demographic factors. That gives you precise control over how you spend your ad dollars. 

You don’t want to pitch ads to unqualified leads, and neither do we. But Meta Ads Manager let us take the targeting a layer deeper. 

Using it, we were able to successfully target business owners that also met this client’s other qualifiers for buyer persona, allowing us to pitch ads only to highly qualified leads. 

This extremely granular level of targeting has been one of the keys to the overwhelming success of the campaign so far – but it is not the only secret. 

Actually, Meta Advertising Is About Messaging, Too

While targeting has proven critical to the success of this B2B Meta campaign, another aspect of it is messaging. 

So we can get in front of our audience, but what do we want to say? What do we want to show? 

High-quality product imagery, specific product imagery, not just stock photography, is of course, a must. These business owners know what they want. They want high-quality, durable furniture. 

In a way, that made things easy for our project managers. The verbal aspect of the messaging was more of a challenge, but our strategy-minded content creators peeled back the layers to come up with winners. 

The solution was actually simple enough. We just drove home the core value propositions for this client: high-quality, able to withstand a lot of traffic and hard use, easy to maintain, and available in a lot of different styles to suit many different businesses. 

And, of course, fast shipping and no-nonsense, low prices.

These are this client’s core competencies, and they’re the bits of data that close sales. A business owner can buy furniture anywhere, but can he or she get it anywhere, fast, and at low prices?

Our thought was no, and the results corroborate that (very well-informed) hunch. 

The Proof Is in the Pudding of Meta Advertising

After coming up with a strategy for Meta advertising that hinged on targeting qualified business owners with attractive messaging revolving around this client’s most important core-competencies, the next step was putting it all into practice. 

As they say, the proof is in the results, and this campaign is no exception – although, ironically, it is an exception to the rule. Here’s performance in the first month of the campaign:

And here’s performance through the second month of the campaign, after we had continued making optimizations to maximize ROAS:

As you can see, the ROAS on this campaign was enormous. It’s hard to draw averages about Meta advertising because it really depends on the business, what it sells, what its expenses and profitability metrics are, and so on and so forth.

Still, no matter what your yardstick is, this campaign blew averages out of the water. Most sources (or even eCommerce experts) will tell you that average ROAS figures (for most eCommerce businesses) are somewhere around 2 to 4, meaning that for every dollar you put into the campaign, you get 2 to 4 back. 

An ROAS of higher than four is considered very good, and anything above 5 is, well, much better than that. 

This campaign’s ROAS exhibited nearly unbelievable metrics, with an average overall ROAS of around 20, which at certain points rose above 38. 

Those figures are, to put it lightly, impressive. 

B2B eCommerce Strategy and Consulting, Custom-Tailored for Your Model 

For anyone reading this that runs eCommerce operations for a B2B company, if you’ve ever struggled with digital marketing (or just advertising) before, there is hope. 

It starts with a vision, and that’s where the value of experience comes in. Get in touch with our eCommerce consulting experts and let us know what your plans are, what your challenges have been, and what goals you’d like to see fulfilled. We’ll see if we can create a custom solution for you just as we did for this client.

The post Generating Impressive ROAS with a B2B Meta Advertising Campaign appeared first on 1Digital® Agency.

It can be expensive and it involves no small commitment in time or resources, but then again, organic marketing, like SEO, often returns the biggest gains, not only in terms of actual dollar value, but also in customer loyalty.

Naturally, some of our businesses are in these restricted spheres. 

Fortunately for them, we have a proven history of making things work, especially with SEO. 

The Challenges of Digital Marketing for PPC-Restricted Businesses

For our clients that are in PPC-restricted industries, the main challenge is that platforms like Google and Facebook won’t allow them to pay to advertise. 

That shuts doors not only for them but also for us. After all, we do also offer PPC management services. 

It also tends to make these industries extremely competitive with respect to SEO. 

The reason for this is that all of the other contenders must also engage in SEO (and organic social media marketing) in order to survive.

Since one of the cornerstones of SEO is content, the challenge becomes even bigger. To write for these clients, we need to become industry experts ourselves. 

More often than not, this requires close collaboration, and coordination, with the client in order to determine a cogent content schedule.

That way we can move in lockstep. As you’re about to see, it works. 

Select Findings

A picture tells a story. They also say a picture tells a thousand words. So, I combed through Google Search Console and Google Analytics to find real data that illustrates the performance of our SEO services for some of our clients in PPC-restricted industries. 

The data you’re about to see covers 4 separate clients, each of them in slightly different industries. All are PPC-restricted.

Let’s take a look at blog growth for one of our clients that has been around several years. 

Growth has been slow but steady. If you’re wondering, we were starting out with absolutely nothing. The blog was bare when we started the campaign and had 0 visits. We were working with plenty of days at the beginning that had no visits, but as you can see we’ve picked it up. 

Growth has been particularly strong in the last year, and domain authority and sessions are both growing. In this particular case, remember – we’re not in this to grow our clients’ blogs, but to get them visits to their product and category pages in order to increase conversions. Blog growth only sweetens the deal and serves as a validator, for us. 

Here’s overall traffic to the same client’s website, basically from the start of the campaign to the present time: 

You don’t even need to see actual numbers to see how strong growth has been. It’s up almost double, on average, since the campaign began. 

Let’s take a look at blog growth of another client’s blog.

The situation is the same as it was for the last client. We were working with nothing at the outset but have seen huge gains in the last year. Blog growth and time on page are very strong (nearly 3 minutes time on page is impressive in its own right) and the fact that there’s even a little bit of page value is even more impressive. We do eCommerce SEO, remember, and the fact that people are reading our blogs and then buying from our client’s website is extremely gratifying for us (and them). 

Here’s traffic to the same client’s website, showing growth during the first half and latter half of the current campaign by breaking it up into roughly two components. 

Again, you don’t really need numbers to see how dramatic growth has been. Still, figures tell a pretty powerful story. Pageviews are up almost double. Page value has more than doubled since we started the campaign. I won’t belabor this. The image and the figures tell you as much as I possibly could.

As impressive as these metrics are, sometimes it’s visibility and clicks that show how effective our efforts are. 

Check out these results through Google Search Console for another client. 

The weird spike in the middle makes it a little hard to see just how dramatic the positive movements were for this client, but the metrical increases are clear. 

Clicks increased by almost 5,000 during the second half of the period, and impressions nearly doubled. Nearly twice as many searchers saw our client’s website in the organic search results as had seen it during the immediately preceding period. 

These results tell an even more pointed story, for a different client, and the image is far more compelling. 

Clicks, impressions, average position, and even click-through rate all increased for this client during this period. Impressions didn’t quite double but increased substantially, and the same could be said for clicks. 

What’s really impressive about this is that, as impressions increase, click-through rate usually drops. It’s very hard to get both more impressions and a higher share of clicks from them, but we did. This is likely due to the fact that we were targeting highly relevant keywords for this client. 

That doesn’t just mean more people saw our client’s listings; it means more of the people that saw them were looking for what they sell, and clicked. 

The Proof Is In the…Results

These figures span a period of more than 3 years – in two cases nearly 4 – and for 4 separate clients with unique models. 

All of them operate in PPC-restricted industries, and for all of them, the keys to growth have been in a strategic partnership that entailed the delivery of highly targeted, highly, effective SEO services. The rest of our case studies tell similar tales. 

If you’re reading this and are responsible for the success of an eCommerce business in a restricted vertical, an SEO strategy might just be the missing piece.

The post SEO Case Study: Tracking Long-Term Growth of PPC-Restricted Clients appeared first on 1Digital® Agency.

Obviously, blogging is a big component of SEO, as is guest posting, which is used for backlinks. We also create on-page content for key target URLs, typically category and product pages. 

It’s been a well-known fact for a long time that SEO and content go hand-in-hand, and that no strategy can be complete without it. 

But since most of our clients are looking for conversions and sales, sometimes the positive effect of blog traffic itself gets lost in the sauce, and drifts by the wayside. 

Make no mistake about it, creating optimized blogs (not just for SEO but for UX) has tangible benefits for our clients. 

So I dredged up some numbers from Google Analytics to showcase this. Let’s take a look at how it all breaks down.

How Content Impacts SEO Positively 

To understand how blog traffic can benefit an eCommerce SEO campaign, first, we need to know what content specifically does.

On paper, the easy thing to understand is that content contains keywords. Google’s crawlers scan blogs and pick up these keywords and variations, and get the hint that the post may be relevant and authoritative. 

Google’s crawlers may also pick up on the fact that a specific blog contains answers to any number of different search queries. 

At this point, Google is going to index the blog somewhere in the search results for search queries containing the keywords it picked up in its scans. 

Depending on the domain authority and topical vertical of the host domain, the blog may be somewhere at the top of the SERPs, or it may be somewhere way down at the bottom.

Either way, when users search those related queries and see the blog, if it catches their attention, they’re likely to click. 

If the blog answers their questions, they will remain on the page. They might even navigate through to other pages. If it’s well-written and entertaining, even better. 

The more positive user metrics respond, the better. As user engagement increases, typically, average position does as well, and the blog will climb the SERPs.

But there’s something else going on behind the scenes. Our process doesn’t specifically entail the optimization of blogs for the blogs’ sake. We embed links to our clients’ target URLs in those blogs, in a bid to transfer some authority from the blog to the target page associated with the campaign.

So, in theory, an SEO-optimized blog, even one that doesn’t get a lot of readers, could be sending link juice to another conversion-oriented target page, just because the blog itself was ranking well. 

That’s one of the ways our process works. The goal is not directly to get readers for the client’s blog, it’s to sell the client’s goods and improve brand awareness.

If people read those posts, all the better; and sometimes, they do. 

By the Numbers: What to Look for 

There are numerous metrics you can track to gauge the success of a blog written to drive traffic through eCommerce SEO.

The most straightforward metric is simply the number of clicks/visits. These numbers are not always the same. Number of sessions/users is often a better (and more realistic metric) to track. 

So, for instance, take a look at this screenshot captured regarding the statistics of one of our eCommerce SEO clients. 

One of the interesting things about this image is that it captures all traffic to a client domain, not just the blog. As you can see, two of the top pages in the total top ten are blogs that we wrote for the client. 

In short: 20% of the top 10 pages are blog URLs we wrote. There is no way to overstate the significance of this, especially since the single URL with the 4th most visits is a blog page that one of our writers wrote.

The fact that these blogs are getting so much traffic (you can see they each have several thousand views over the course of the past year) means they have a lot of authority to distribute. 

Which is pretty significant news for the target URLs we have assigned to them. They have made leaps and bounds of progress for the SEO campaign by sending traffic to the URLs we assigned.

The other way to consider these effects is to look just at the blog metrics themselves, as shown in the screenshot below. 

This is a client that has been with us for several years but is in a different industry. The results are filtered by blog URLs so all of the top pages are blogs. 

As stated, one of the main metrics to follow is the number of visits. The blogs, in sum, have had over 12,000 views in the span of a year – which is quite admirable, especially since our goal is to drive traffic to the category and product URLs, and not to do content marketing.

But blogs that get read generate better results for SEO anyway. 

You can also consider engagement time and number of views per user. As you can see, average engagement time is about a minute and 6 seconds, which across 12,000 views is fairly respectable. People are actually reading these articles.

Then you can see that each user views on average 1.33 articles; also a pretty impressive statistic, which means our internal link strategy is pretty solid, too. 

So you can see that blogs can serve as their own landing pages and serve as hubs through which traffic disseminates around a website. High-quality blogs will not only be read and serve value to visitors, but can result in click-through to other pages on a website, and when properly optimized, can actually generate conversions, too. 

eCommerce SEO and Blog Traffic: A Long-Term Game 

Now let’s take a look at blog growth over time. 

This image, which on its surface is not that compelling until you look at the scope of the timeframe. It shows traffic to one of our long-standing client’s blogs over a period of more than three years, spanning back to April 2020. 

Growth is not exponential but you can see that there is a steady trend upward – the blue line shows the most recent period, which, interposed over the other data set, is clearly, though marginally, larger. 

The image above goes back even further, all the way to the beginning of 2020, more than 3 and a half years. If we split the periods in half, the effect of blog growth itself is even more pronounced. 

What’s so impressive about this is that, though we handle our clients’ optimized content streams, blog growth is a secondary if not tertiary effect, and not even a direct goal of our eCommerce SEO campaigns. 

Our purpose is to improve keyword standings, impressions, and clicks for key target URLs, and drive sales. 

If our clients’ blogs grow, that is an effort wholly attributable to the above-and-beyond efforts of our content writers – as, in the case of this particular client that has been with us for many years, blog growth has been enormous. 

It has also been steadily positive over time, which shows that the efforts of our content writers were relevant to consumers even accounting for mild shifts in the market. 

In other words, if our client’s blogs grow, it’s a sign that everything else is going better than expected. 

Especially when you consider we don’t target keywords on the basis of their value for content marketing. We choose them based on search intent and willingness to purchase. 

Still, as the data disclosed here clearly shows, a well-run, strategically-positioned blog, even optimized for the purposes of eCommerce SEO, can bring in new users, generate high time on page, send traffic to key target pages, and generate increasing traffic streams over time. 

And that, good reader, is the value of an optimized content stream, which goes beyond the letter of search engine optimization.

The post eCommerce SEO and Blog Traffic: How They Work Together (Case Study) appeared first on 1Digital® Agency.

“More sales.” 

That is the ultimate bottom line, isn’t it? Yet various marketing channels, such as eCommerce SEO and B2B social media marketing strategies don’t just “deliver” increases in sales. 

They increase authority, credibility, reputability, brand exposure, organic rankings, and follower count, which in turn translate into more sales, in the long term. 

That is, in a perfect world, and assuming targeting and messaging have been properly researched, refined, and delivered. 

This is not the only thing that eCommerce SEO and B2B social media marketing strategies have in common, by the way. 

They also don’t work overnight. 

One of our clients, which serves municipalities, contractors, and forestry, landscaping, and construction businesses with skid steer, excavator, and tractor attachments, learned that lesson firsthand. 

Addressing The Myth of “Virality”

We’ve all heard about how social media marketing is instantaneous. At least, we’ve all heard about how social media has deleterious effects on our attention spans because it delivers instant gratification. 

We’ve also heard that social media marketing can make something explode overnight. 

There’s a glaring flaw here, though. This isn’t about social media marketing; just about social media in general. 

Businesses don’t flourish because of a video of a guy setting his kitchen on fire that accidentally took off. 

Frankly, no successful business strategy is, can be, or even should be predicated on virality. 

Virality is fickle, unpredictable, and most disturbingly, unreplicable. No business can succeed without a long-term vision. And virality is the actual antithetical incarnation of vision. 

This notion that social media makes things explode overnight is a dangerous disease for business owners. It sets false expectations that B2B social media marketing strategies should by right immediately take off. 

This is dangerous, because not only is the expectation unreasonable, but it is also unrealistic, and unattainable, and what’s worse, if a business experiences some degree of virality at the outset of a campaign, the natural conclusion is a terrible recession. 

That is, virality is not sustainable. 

This was a bit of a roadblock for the client mentioned previously, who had big hopes for social media marketing. 

It ended up turning out quite well – but it took a little bit of time and a whole lot of patience.

Challenges Associated with the Campaign; What Our Goals Were 

As stated, this client sells attachments for, and equipment associated with skid steers, excavators, and tractors. This client’s customer base is largely comprised of other business owners, such as landscapers, contractors, agricultural companies, construction and demolition companies, and municipalities. 

Operating in the business-to-business sector is challenging enough in its own right, but our social media marketing audit of this client’s competitors showed that their successes on their social platforms was likely attributable to their large following. 

Therefore, one of the prime goals of our B2B social media marketing campaign for this client, especially in the short term, was to accumulate a larger following among users in their target market. 

Early in the campaign, our social media strategists and content creators focused on improving visibility and authority on this client’s social media platforms, on Pinterest and Instagram, but chiefly through Facebook. 

Consisting posting, focusing on the variety and versatility of the client’s products, as well as on their key selling points – they are made in America with American steel and do not use cheap foreign parts or raw materials – helped to gain followers and improve interactions and brand visibility.

But, as is often the case at the outset of B2B social media marketing campaigns, spend was not being substantiated with conversions, at least not from the client’s perspective. 

Conversion Concerns: How We Turned It Around 

Early in the campaign, between May and July 2022, the several paid and organic campaigns, though they were improving brand awareness, encouraging customer engagement, and gaining followers, were not generating any conversions. 

Our dual approach of paid and organic marketing involved the creation of campaigns for prospecting and retargeting, and further segmented the audiences based on interest and location. We created multiple ad formats and performed A/B testing to continuously refine formats, creatives, and copy. 

Our project managers knew that part of the slow start to the campaign had to do with low spend so we collaborated with the client to triple spend. The client, though hesitant, agreed. 

Fortunately, after a few more months, we began to see consistent results, proving that our project managers’ assumptions – namely, that we needed more time and more spend – were accurate. 

Our average ROAS (return on ad spend) for this client steadily grew to 10x, which you can see in the figure below. 

It would be accurate to say that growth was slow but steady and that B2B social media marketing, like SEO, takes time, but it pays off in the end. In this case, the tale is told in concrete dollar values and ROAS.

We experienced similar gains in our organic strategy for this client, although it also took time. 

Since organic social media marketing works a little differently from paid channels, our primary goals revolved around aligning brand messaging and promoting the company’s core values and unique value propositions to increase visibility among their target audience, so as to increase engagement and followers. 

Our chief tactic in pursuing this strategy was to highlight the benefits of the client’s products; that is, how they can save users time, money, and effort, rather than simply enumerating product specifications. By addressing these potential pain points, we increased the appeal of our client’s products in the eyes of users. 

We also increased exposure by posting positive client reviews, which helped address client hesitation and improved the brand’s reputation. 

Serving this client a B2B social media marketing strategy, we knew that there were many in their target market that might not have a present need but who might also eventually become customers if presented with the proper circumstances.

Therefore, the main goal of the organic portion of the campaign was to favorably brand the company in the eyes of social media users and to amass the widest follower base possible. It continues to be our goal. 

Like the paid portion of the campaign, growth started slow, but as you can see from the data below, growth has been very positive. 

The data speaks for itself. New profile and page visits grew substantially, by more than 300%, from October 2022 to March 2023, and new likes grew well. Both started slow but really started to pick up starting in 2023. 

This is due in part to our consistency of posting, paired with the relevance of the content of our posts to the target audience of this client. The frequency of posting played no small hand here. 

As you can see from the graph above, we posted more frequently for this client than the majority of their competitors. It took time, but the results have responded in kind, and favorably. 

In addition to making follower base growth a goal, we also doubled down on nurturing existing followers. In partnership with the company’s owner, we developed a campaign message, “You can rely on us because we want you to win,” while continuing to focus on the value and quality provided by the company’s products.

Together, these tactics ultimately enabled us to triple their Facebook follower base.  

The Lesson: Patience Pays 

All told, we were able to turn around this client’s paid campaigns and ramp up the initial slow growth in interactions and follower growth that the campaign’s organic channels experienced early on. 

A key takeaway here is that as important as our consistency, target audience profiling, and brand messaging were, one of the most important aspects of success in social media marketing is patience. 

Like most if not all digital marketing strategies, success doesn’t come overnight and only arises from hard work and patience. 

It’s something our SEO and social media strategists know well, and a lesson learned for this client which comes with a desirable result: revenue and follower growth are still on a positive trajectory. 

The post B2B Social Media Marketing Strategy, Like SEO, Takes Time appeared first on 1Digital® Agency.

This question is particularly relevant to those that serve niche industries that are influenced heavily by trends, such as those in fashion or jewelry.

The short answer is, yes, our eCommerce SEO strategies are effective in those industries. 

But, perhaps, a case study will illustrate that point better than our testimony. 

The Position

One of our current clients is a family-owned company that, for four generations, has been guided by family values and pioneered trends in the jewelry industry. 

Their online shop offers an exclusive catalog of exquisite jewelry, handcrafted with pride in the United States by artisans with many years of experience. 

Their collections, many of which are themed or curated according to color, cut, or aesthetic appeal, are entire sui generis and have no equals, even in the fine jewelry industry. 

Of course, as appealing as that sounds, this client is, like so many of its peers in the industry, up against such heavy hitters as Jared, Kendra Scott, and Nordstrom. 

There are, quite literally, millions to billions of results for search terms like “jewelry” and “fine jewelry” with downright astronomical difficulty scores. 

Differentiating a client like this would take some thinking outside of the box. 

The Goal 

The goal here for this client is fairly straightforward, which for both us and the client, is good news: growth online. Specifically, organic growth. 

Like many of our SEO clients, the primary goal for this client, at the outset was (and has remained) to drive more qualified leads to their website with the goal of converting them into customers. 

Some clients have unique requirements, based on location or niche, but with this particular client, we had a little more flexibility. 

Our main challenge was defining a target market (with which we had help from the client) and then settling on a keyword strategy that stood a chance, in this competitive industry, of generating measurable results.

The Keyword Strategy 

For this jewelry client, as is the case for most companies in the jewelry industry, most keywords are simply off the table. They are either unattainable objectively or unattainable in the short term. 

Regardless of the uniqueness of the company’s position – and this client has one since it sells products that are completely unique – there are too many competitors vying for similar (or the same) keywords. 

This makes it economically untenable to go after most of them. Short tail keywords like “jewelry” and “necklace,” even “necklaces for sale,” are far too competitive. 

Rather, our SEO experts had to roll up their sleeves and get into the trenches with these industry-specific keywords, finding a cohort of keywords that had substantial search volume, but with difficulty scores that we could hope to reach within a reasonable timeframe.

What this came down to was dialing in on customer intent as well as on specificity. 

For instance, this client sells a substantial number of items with baguette cut stones. Consequently, we went after a number of keywords containing this seed keyword and others that were similar.

We had to strike a balance between specificity and the trade-off that comes with it – highly specific, long-tail keywords are associated with easily identifiable search intent, but search volumes tend to be low. 

Ultimately, we keyed in on a set of these keywords that were specific, associated with intent to purchase (commercial or transactional search intents), relevant to their products and categories, and most importantly, well-balanced in terms of volume and difficulty. 

The Process

With a solid keyword strategy in place, the next thing we needed to do as a collective team was actually to start implementing the optimizations that would start driving growth. 

Our technical team began sweeping the website looking for crawler errors, potential issues with URLs, duplicate content, and other technical SEO issues. These we removed and created a log to supplement our ongoing scans.

We also created an organized list of target URLs and optimized on-page factors such as H1 tags and metadata. We also added these pages to a content schedule and prioritized optimized, refreshed copy for them.

The same content schedule also contained prioritizations for blogs and offsite guest posts. We crafted a series of onsite blogs focusing on industry-relevant topics, trends, and keywords, which increased the website’s overall impressions, specifically its impressions for the target keywords of the campaign. 

Simultaneously, our content writers also produced a series of offsite guest posts which our technical team then published across a variety of third-party websites, sowing backlinks in each one. These increased the referral traffic to and domain authority of the client’s website. The process is ongoing. 

Together, these efforts address the needs of the client’s website with respect to all four pillars of SEO.

That’s the process; what have the results been?

The Results 

As we have covered in a previous case study on the importance of quality content in SEO, there are numerous metrics you can use to assess the impact of content on an SEO campaign and on the efficacy of eCommerce SEO services in general. 

With this campaign, however, we have different, but equally exciting metrics to share to gloss the success of our efforts. 

One is total sessions. As you can see in the image below, total sessions for the website were averaging slightly less than 50,000 each month before we started implementing our optimizations.

However, as you can also see from the chart, total sessions sharply increased – nearly tripling – since our SEO services got underway. The red arrow in the image above indicates where our SEO work began, at which point you can see a mild dip followed by an impressive, and  incontestable, increase. 

Another set of metrics you can use to directly assess the impact of eCommerce SEO services are keyword movements, directly. In the image below you can see the target keywords and the movement generated.

While we can’t share the keywords themselves – that would be giving away the recipe for the secret sauce, after all – you can clearly see the immensely positive trends. These five keywords have all shifted up the SERPs by 3 positions or more, all of them on the first and second pages of Google. 

The picture above is helpful but doesn’t capture the immensity of the effect we’ve had on the upward trajectory of our client’s domain, overall. For that, you need to consult a graph showing the average ranking position for the client’s total target keyword cohort, which you can see in the image below.

As you can see, starting in September 2022 (which is when the campaign officially began) there is a sharp, upward trend among all of the keywords. Average rankings started out at just about thirty – which would put them near the top of page three. As of January 2023, the average ranking for all tracked keywords was below 20 – which means they appear on page two.

If that doesn’t paint the picture of success, we don’t have data that does. 

Put Our eCommerce SEO Services to Work for Your Business

We did it for this client. We’ve done it for hundreds of clients in the past. You can see some of our results in our collection of eCommerce case studies. 

We can do it for you. 

If you’re ready to put tired, flat strategies to rest and pick up a channel that will bring you more interested, better-qualified leads, get in touch with our eCommerce SEO experts. 

We’ll develop a custom suite of eCommerce SEO services that will improve your rankings and generate additional traffic to your website. 

Get in touch with us today at Sales@1DigitalAgency.com or contact us at 888-982-8269 to get started.

The post eCommerce SEO and the Jewelry Industry: Improved Targeting and Boosting Rankings appeared first on 1Digital® Agency.

As you can imagine, installing a sliding barn door inside a home offers no standardized process. There aren’t really any sort of “one size fits all” options for homeowners that want to add barn doors to their homes’ interiors.

The process must be planned, carefully, and, as you can imagine, the act of creating a largely hands-off online ordering process is no walk in the park. It requires attention to detail, as well as forethought. At least enough to see what could go wrong with an order, and set up a purchase experience that does as much as it can to prevent those hiccups.

That’s the sort of thing we specialize in. Here’s how we did it for Barndoorz, with a little help from our skilled BigCommerce developers.

The Challenges of Ordering Barn Doors (Literally!)

As stated above, buying a barn door is not a typical process. Setting up an online purchasing process that works takes some additional foresight and creative firepower.

For instance, when you buy, say, a hammer online, you know what you’re getting. Excuse the blatantly simplified metaphor, but it serves the illustration perfectly.

There are few tools simpler than a hammer. Buy one online and you can easily see on a product page how heavy it is, what materials are used in its construction, and so on and so forth. You use a hammer to drive nails and stakes. It’s all right on the surface. What you see is what you get.

Well, with interior furnishings like sliding barn doors, sometimes what you see is not quite exactly what you get.

Size, finishes, compatibility of hardware, and other factors can complicate the process of buying a barn door that not only can be installed in a given location but also the process irself of installing it.

Customers that buy, large, expensive doors like these, understandably do not want to have them arrive only to realize they can’t install them as they’d have hoped. They also, understandably, don’t want to have to deal with the process of returns. It’s time-consuming and can be expensive.

So, basically, for a client like this, we knew we had to make sure that the end result – the product pages – we delivered removed as many question marks from the purchasing process as possible, and guided the buyer along the journey.

However, this was an atypical case.

Putting the Pieces Together

Barndoor originally came to us in a very unique situation. Typically, we work with clients on BigCommerce development and design projects from start to finish. We scope out the process and then design and develop the pages and tools as needed by the customer.

Barndoorz had already been working with another partner to complete its page redesigns and product page customizations. Barndoorz ended up needing some additional customizations that were better suited for an Elite Certified BigCommerce partner with extensive experience to handle – so they came to us with some of the design files ready to go, with others needing some adjustments.

Part of our work was easy. Barndoorz had most website design files queued up. All our developers had to do was implement those.

But it was the changes we made to the product page templates that really set the record in order for Barndoorz and their customers.

BigCommerce Development and a Near-Perfect Product Page

If you visit Barndoorz at the link above and take a look at, for example, their Mirror Barn Door, you will see just how we set the product page in order to guide the purchaser’s hand.

As you can see in the image above, the first thing the page template requires the users to do is take the measurement of the width of the door frame in inches. This comes before any other customizations can be made.

The purpose is, clearly, to prevent customers from investing too much time in configuring a door that won’t properly cover their door frame in the first place! It helps to prevent frustration and hiccups along the way, too.

Let’s say the customer determines that the door is, in fact, the proper size for their home. Then, in order to properly configure the order, the customer would also have to measure the height of the door as well in order to make sure it would fit. Detailed instructions for how to measure height and width are on the page as you can see from the image above.

We also added some custom functionality to the product page with respect to finish options with realistic photos showing customers what sorts of finishes are available with each barn door so they know what to expect before making the purchase. This can be seen below.

The process we created continues to guide the user through the journey of configuring and purchasing a door, helping to eliminate guesswork and ensuring that, at each step of the way, the customer is configuring a door that can be installed in the intended location and which comes with all of the necessary components and hardware.

As you can see from the image below, the process we created through this BigCommerce custom development project prompts the customer to choose “Rolling Hardware Options,” as well as “Rail Options.”

In the latter case, the page explicitly and prominently informs the user that this step is only necessary if he or she selects a hardware kit with the door.

As you can see from the image above, we also integrated helpful pop-ups with useful information into the product pages. All a user has to do is hover over a question mark icon and the pop-up will walk the user through the process of selecting a rail size that is compatible with the door.

The custom product pages we developed also prompt the customer to configure the purchase with front and back handles, handle placement, a privacy lock, and soft close and header board options.

Again, in each instance, the page layout guides the user’s purchase in order to ensure that everything that is necessary is added to the order and that nothing that is necessary is omitted.

Aside from a newly redesigned website with unique, differentiating functionality, Barndoorz has reaped a few additional benefits.

Primarily, this page has helped to provide a passive level of customer service. Instead of bogging down their customer service department with live queries on how to configure their purchases, customers can just use this easy, straightforward interface to make sure what they purchase meets their needs and fits in their homes.

This initiative to develop a better, “foolproof” product page has also been completed with the intention of improving customer satisfaction. Barn doors are a sizable investment and in many ways, each order is customized in some way or other.

It’s also discouraging to buy something like this and have it not meet your expectations – but rectifying the issues can be time-consuming and potentially expensive. This product page interface helps prevent simple mistakes and all but ensures that an order is configured and placed accurately and in a timely, efficient manner.

For this eCommerce client, it wasn’t just about optimizing the pages of the eCommerce platform for conversion rates. That was an aspect, but a greater aspect has been to create a page that not only encourages conversions but ensures that the customer gets what is needed, as needed, boosting buyer satisfaction.

See Past Your Own Hurdles (with the Help of Our BigCommerce Development Team, That Is)

A BigCommerce development project for expanded product page functionality that enhanced the user journey is exactly what Barndoorz needed. Some eCommerce clients like Barndoorz need similar development assistance. Others don’t, but need mobile apps developed, payment gateways integrated, or search engine optimization marketing plans devised.

Each eCommerce website has its own unique needs and serves an equally unique segment of the market. What your customers need may be entirely different from what this client needed. But it’s not about product page customization. It’s about customization as a concept.

Thinking critically, acting creatively, and understanding the strengths and limitations of the platform. That’s what our BigCommerce development team excels at, and it’s how we delivered success to Barndoorz.

For those of you reading this with BIgCommerce websites who are wishing the platform could deliver a little something more, don’t try to figure it out on your own.

Check out our eCommerce case studies to see some more examples of the work we’ve performed for past clients. Many of our projects have been for BigCommerce stores. Then get in touch with us for BigCommerce development services and let us do the in-depth creative problem-solving. We’ll create a high-quality, one-of-a-kind solution for your online store that will please you and your customers with a high-level user experience.

The post BigCommerce Development and Improving Customer Satisfaction appeared first on 1Digital® Agency.