In 4 Months. How to Turn Your Ecommerce Business Around A VERTICAL RAIL CASE STUDY

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1 A VERTICAL RAIL CASE STUDY How to Turn Your Ecommerce Business Around In 4 Months. SockSmith is a local and nationally recognized retail institution specializing in socks. They pride themselves on their funky, funny, & colorful designs. Their motto is no boring socks.

2 The Situation SockSmith.com came to Vertical Rail in order to set their business into motion, start selling tons of socks, and increase their online presence. Socks are a very competitive product after all, they re something you can find at nearly every brick and mortar store, as well as online retailers. We knew that working with a company that sold exclusively socks would be a challenge, but within 4 months we started seeing exceptional results. Here is their story. To become the purveyor of fun, novelty socks, SockSmith.com had several goals in mind: o Increase online orders o Prove that organic SEO could be a leading contributor of online sales. o Increase the average order value. Our team developed two strategies to help SockSmith.com reach their goals: o o o o Fix technical barriers that were preventing accurate conversions reporting. Provide managed Search Engine Optimization services and reporting Create customized content for main pages, category & product pages. Provide recommendations for product pairings to increase average order value.

3 How We Did It: Previous to working with our team, SockSmith.com had made a crucial but common SEO mistake they lacked content throughout their website. Content is essential, not only for keywords and page rankings, but also to keep the consumer interested in what you have to offer. o Example of project enhancements: The jellyfish Socks content included product descriptors such as cotton socks, novelty, colorful, ocean themed, and animal socks. o Each product s content was lighthearted, fun to read, and fit with the theme of SockSmith.com s website and company culture.

4 CONTENTCONTENTCONTENTCONTENTC ONTENTUniqueContentCONTENTCONTE NTCONTENTCONTENTCONTENTCONTEN Hands-On Research & Strategy Before working with our team, most of SockSmith.com s tags read: Sock Name Women s Sock and their descriptions lacked essential descriptive keywords and substance. We then began to edit SockSmith.com s content on their main pages, category and product pages to optimize for organic traffic. Wrote strategic, people friendly meta content for each product: o We formatted & mapped each meta title & description per the specifications of Google. o We broadened their content to accurately describe each product and to include potential search queries. o We added product descriptors & ensured strategic placement within each title & description for product pages & landing pages.

5 Search Engine Optimization Results Soon, the fruits of our labor began to show. Not only did Google Organic traffic, orders, revenue, & ecommerce conversion rate begin to increase, but direct traffic was also generating impressive results. Due to the fun & user friendly content we wrote, SockSmith.com s website thrived on multiple fronts. GOOGLE ORGANIC o Visits increased % o Orders increased 1380% o Revenue increased 1216% o Ecommerce Conversion Rate increased % DIRECT TRAFFIC o Orders increased 950% o Revenue increased % o Ecommerce Conversion Rate increased %

6 How We Did It: DFO GOOGLE SHOPPING PRODUCT LISTING ADS (PLAS) We set up SockSmith.com in the Merchant Center using their Google base data feed. We mapped & formatted the feed per the specifications of Google Shopping. o We went through the feed by hand making sure all the necessary information was present such as product ID, title, a detailed description, product category, and many more. o Next we fleshed out the product data. o Lastly, we refined product attributes and made sure that each product was properly listed. PLA CAMPAIGNS TARGETED SPECIFIC SUBSETS OF INVENTORY o For example, we built campaigns for Halloween socks and novelty socks, to name a few. This strategy grouped their products together in a way that makes it easy for shoppers to find and view them. o The PLA campaigns intended to make sure SockSmith.com appeared prominently in Google Shopping searches.

7 Optimized The Data Feed o Edited each of their products, SKU by SKU, to make sure the relevant keywords were properly positioned within their product titles & descriptions. o We did extensive keyword research & found a list of popular keywords that we included in relevant product titles. Some popular keywords included crazy socks, funny socks, cat socks, & many more. o Ensured that each SKU met Google s listing requirements. o Uploaded our keyword rich data feed. o From there, our team kept a close eye on each campaign while tracking & reporting important metrics directly to the client. We updated a daily spread sheet of views, transactions, clicks, costs, & ROAS to ensure that SockSmith.com saw the results of their program.

8 Data Feed Optimization Results Within only 4 months, SockSmith.com celebrated some exceptional results o A Return On Ad Spend (ROAS) of % o A New Visit Rate of 75.72% o 50% of their total transactions came from PLAs.

9 Vertical Rail is not a dashboard or an automated marketing tool. We act as an extension of your Ecommerce marketing team. We apply real-time human observation & comprehensive analysis to a merchant s data & marketing strategy to achieve measurable results. RESULTS Your Vertical Rail Team 335 Spreckels Dr., Suite D Aptos, CA Toll-free: Local: