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Case Study: How this Fashion Brand Increased Traffic by 42% and Organic Sales by 62%

April 2, 2013 1 Comments

Client Profile

IGIGI is one of the top plus-size designer clothing companies in the world. They sell gorgeous dresses and accessories to women who don’t have the stereotypical “supermodel look” but know they’re beautiful and want to look great.

The Problem

When we were hired to do their search engine optimization we very quickly realized that our biggest challenge was that their competitors had many more backlinks than IGIGI. A backlink is a link from a website other than yours that points to your website. Google sees links as a trust signal; the more websites link to you, the better you rank.

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Our Goal

Our goal was very clear: we needed to help them acquire more backlinks, which would help them increase their traffic and sales. We decided to design an infographic for them and promote it on fashion blogs and social media.

After two hours of research, we discovered that the most burning question their customers had was “What kind of dress goes well with my body shape?” So, we decided to create a shape style guide.

shape-stylist

The Results

Backlinks

Their backlinks increased from 1,052 to 2,229 in less than four months. That’s a 111% increase.

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Organic Traffic

Their organic traffic increased by 42% in three months (from 42,517 in December to 60,553 in March.)

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Sales from Organic Traffic

Getting more traffic is great, but what our clients really care about is sales. Sales from organic traffic increased by 62% in three months (from 266 sales in December to 433 sales in March.)

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How We Did It

  • We started by defining their customer personas profiles. We wrote a one-page document that described their target audience. Their customer personas profiles cover everything from basic demographic data points like age and education level to more behavioral data points like how much time they spend online, what websites they visit and what content they consume.
  • Once we understood who we were targeting, we started doing research to find out what topics were hot in their industry, what content worked for them in the past and what content was earning their competitors all the backlinks they had. I did a video on doing research for content marketing and it’s here.
  • After doing all our research, we came up with three great content ideas and we ran them by our client so they could pick their favorite one. Once they did, we developed a creative brief to guide our designers on how we wanted the content created. Here’s the creative brief in case you want to see it.
  • Once the content was designed and housed on IGIGI’s website, we started promoting it. Our PR team reached out to the top 70 fashion blogs in the world and 12 of them decided to share our content with their readers. This helped the infographic go viral within a matter of hours.
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Do you have questions about creating groundbreaking content and promoting it online? Post them in the comments section below and I’ll be happy to answer them for you.

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Zeke Camusio

About the Author

Zeke Camusio is a serial entrepreneur, marketing speaker, author of The Internet Marketing Bible and CEO of Digital Aptitude, a data-driven digital marketing agency in Portland, Oregon.

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