Summary
#TheGreatestGifts - This was a hugely successful campaign that saw our revenue close to double and we added 1.5m new users to the site. The improved search traffic also translated into brand awareness and helped us to become the number #1 online gifting website in India on Google i.e. #INDIA ki GIFTING SITE.
Challenge
Marketing Challenge - Pandemic vs. Non Pandemic Organic Growth: 1. Due to nationwide lockdown during 2020, the overall search trend in 2021 was down by approx. -25%-30% as compared to 2020. 2. There were restrictions on delivery as non-essential items were stopped. 3. Searches for "rakhi store near me", "rakhi shop near me" increased by approximately 100% based on Google Trends data which indicated that people were searching more for offline stores than online portals. 4. Opportunities - We saw that apart from Rakhi searches, personalized birthday, anniversary, flowers, cakes, etc. overall searches were surging and decided to utilize this opportunity and target and rank for personalized related short and long tail keywords to acquire new users.
Objective
Campaign Objective: - The objective was to drive 2.5m+ sessions to the site via Google searches in the time frame leading up to Raksha Bandhan by ranking for highly competitive keywords such as “rakhi online”, "send rakhi online", "online rakhi delivery", etc. - Increase the volume of quality search traffic & increase the overall CTR performance - To increase keywords positioning in Top 3 bucket (3K-4K+) - To increase the traffic & orders via Android app + iOS app by enabling users to download app via better rankings in App Store and Google search.
Strategy
Strategy: Our target was to get our keyword buckets in the top 3 of Google for Rakhi related keywords which in turn would get us maximum CTR. We were facing stiff competition with Amazon, Flipkart, Myntra, etc in the online space. However, we differentiated our campaign with a strong, highly relevant link building campaign that automatically elevated our relevancy and trust in Google and helped us to beat the competition. We created an SEO campaign around Rakhi that lead to natural organic shares and got us backlinks from other authoritative 3rd party sites. This in turn helped us gain a large share of search in Google’s search results for Rakhi related keywords. We also added FAQs on the Rakhi landing pages which in turn improved relevancy of our pages. Our FAQs also started appearing as featured snippets which got us a much higher CTR in search results. UI UX for Shopping Cart, checkout, order status and login feature was changed. The look and feel of the shopping cart page was altered. We worked in collaboration with other bloggers, YouTube influencers to promote our brand on their social media handles and websites. We also did outreach to websites that were listing rakhi brands and got them to mention our brand also. This in turn helped drive over 5k referral visits to the website and led x conversions. We also pulled together data for the last 2 years to find our best selling rakhi products and displayed them prominently on our site home page and Rakhi landing pages. We also used the website’s site search data to find relevant products which we didn’t have in our collections and also added new high demand inventory. We also moved the blog from a subdomain to a subdirectory (which Google prefers) which doubled our sessions.
Data
Details of the Data: Using Google keyword planner, we saw that there were very specific searches with specific intent with very high probability of conversions. We created specific pages for this purpose and at the same time used Google Analytics data to considerably improve the UI, UX of specific landing pages which in turn helped reduce Bounce Rate(8%), increased time on site and increased conversion rate by 46%.
Solution
Results
The overall Organic traffic has increased by 52% as compared to this year vs last year (60 days of campaign data). - Orders have increased by 45% - Bounce Rate has improved (gone down) by 8% - New users showed 65% improvement - Revenues increased by 55% - Achieved 5918 new keywords in top 3 bucket {(Top 3 keywords bucket – 15304 vs 9386 (2021 vs 2020)} - Achieved 14247 more new keywords in top 4-10 bucket & total of 20165 new keywords have been achieved this year compared to last year.
