Gails Floral Studio Case Study

Gail's previous website was not working particularly for her - despite paying over $10,000 to develop it.

The site was indexed by Google - however it initially had broken links and functionality issues. The website was not easily updated as it was on a proprietary SilverStripe system and the original developers had disappeared.

Even with specialist help from SilverStripe experts the site was not readily updated, it took a few tries from different developers (and more cost) to get e-commerce tracking working and the functionality issues sorted - however the site was still slow and was not able to be easily upgraded to secure HTTPS.

Gail's had Google Ads campaigns running that were set up by their old agency.

They were getting the agency's standard Google Ads reports but couldn't tell what people were searching for that triggered the ads and they couldn't see what visitors were doing once they landed on the website.

Despite paying the agency maintenance charges, the ads hadn't been updated to use the new better performing ad formats or extensions.

Gail's had access but there was no discussed on what the agency was doing for maintenance or optimisation of the Google Ads account and no strategy for improvement.

Google Analytics was set up for basic tracking only, not e-commerce or any event tracking - so they could see how many people were visiting the website and but not how they were interacting with it.

They were getting a few orders but couldn't tell where they came from - so their marketing spend was not optimised.

We integrated Shopify with social media sales channels using the free Shopify apps available.

We also set up and integrated HootSuite with Social Media to streamline and schedule social media posts.

We implemented best practices for search engine optimisation (SEO) - including redirecting old web page URL's to new web page URL's.

We were also able to very easily customise the Shopify theme to implement the custom functionality required to support Gail's requirements.

Finally, we trained their staff on using Shopify and also in the fundamentals of SEO - giving them practical advice and examples so they could load their new content directly into Shopify themselves.

We had previously set up advanced interaction tracking using Google Tag Manager and relevant goals & KPI's in Google Analytics to track the success of the website.

We also claimed the website through Google Search Console, claimed and optimised their “Google My Business” listing and then interlinked all these so everything could be tracked and reported on.

We refined and optimised their Google Ads account to align with Google's best practices and used the new Google Ads features that were not enabled previously.

We performed keyword research and search trends analysis to pick terms and phrases that would send better qualified traffic to the website.

We also determined many search terms that could have triggered the ads where the intent of the searcher didn't align with our goals, these we added as negative keywords to prevent the ads showing unnecessarily.

Visitor Stats

• 28.15% Increase In Website Visitors
  
  
• 40.46% Increase in Contact Events*
   
• 25.87% Decrease in Bounce Rate
  
  
• 78.77% Increase In Session Duration
  
  
• 57.99% Increase in Pages/Session

E-commerce Stats

• 1,232.79% Increase in Revenue
   
• 187.5% Increase in Transactions
  
  
• 363.58% Increase average order value
  
  
• 124.34% Increase in E-commerce Conversion Rate
  
  
• 940% Increase in Per Session Value

• 16,471 Total Impressions including:
  
  
  • 15,073 Impressions in Google Product and Service categories
    
    
  • 949 Direct viewings - by business name or address - in Google Search or Maps
    
    
  • 449 Branded listings - Customers searching for a brand related to your business
    
    

• 667 Actions from Search & Maps results including:
  
  
  • 458 Website visits
    
    
  • 132 Requests for directions to the store
    
    
  • 77 Phone calls initiated