The Edge45® Approach
We looked at the site from three angles:
- Building a technically and structurally sound site
- Building content relevancy
- Improve conversion rates
Adding category pages
One of the first things we noticed was the lack of category pages and the lack of content on what pages they did have.
However, we were faced with a challenge from the start – using the Shopify platform to create tagged category pages with relevant and optimised content. Tagged pages in Shopify don’t automatically become editable category pages.
As an experienced ecommerce SEO agency we had faced – and solved this problem – before using some custom code in the Shopify theme’s backend. This allowed us to create rules so we could add content to such pages and create them on search engine friendly URLs.
Once we were able to create and add content to these category pages, we had to map out a new navigation to expand the website and cover all the search terms.
Creating guide content
Once the structure of the website was improved, we started building out the informational content starting with in-depth, expert-led guides to lab grown diamonds, before expanding this out to cover the wider diamond buying journey.
We had to make sure we had content at every stage of the user journey. We carried out a user journey audit to discover that we were lacking content at key decision points.
The site also wasn’t showcasing its relevancy to Google. There was also an education project that needed to take place to make sure that their audience understood lab grown diamonds are identical to natural diamonds – it was just they were made in a lab instead of being mined.
Converting users
As with any website, there’s no use driving traffic to your site if it’s not going to convert. And Created Brilliance was having trouble converting users.
While creating a better navigation system and additional supporting informational content would help users to find products faster and make informed decisions, there were still some conversion blockers.
We carried out a full conversion rate optimisation (CRO) audit to look at product pages, the check out process, trust signals and more.
Our tactics
Adding category pages
- Keyword research to see which products and categories had search volume
- Restructure and expand the navigation to cover all their product variants based on client insights and keyword research
- Adapt the Shopify theme code to create editable category pages
- Build out useful and highly optimise content for each page
- Update category page H1s
- Implement technical fixes such as improving image alt text
Creating guide content
- Discuss with clients where they felt the knowledge gaps were with audience
- Carry out keyword research to find the questions people were asking around lab grown diamonds
- Carry out competitor reviews to see what sort of content was ranking well
- Build out lab grown diamond educational content
- Create diamond guide content
Converting users
- Increase trust signals through additional content on deliveries, warranties and returns
- Add clearer payment options at all stages of the checkout process
- Improve product pages to boost conversions by making CTAs clearer, adding clear pricing, including brand USPs and links to supporting information.
Our Results
Over the first year, they saw:
- Organic traffic growth of 147%
- Total revenue growth of 13,000%
- Organic revenue growth of 4,453%
For their Christmas peak, they saw:
- Average organic purchase value rise 279% year on year
- Organic traffic rise 190% year on year
When we implemented our CRO recommendations, we also saw revenue grow by 134%.
