Case Study: How our SEO campaign increased organic traffic by 250% in 12 months, and how we generated an average of 254 FB messenger subscribers per week for 8 weeks.
What if every week you had 254 new leads directly engaging with your business through a platform they usually use to communicate with their friends and family?
We all know one of the most basic rules of sales; people buy from people they know, like, and trust. How you communicate with them goes a long way to that end.
FB messenger puts your message in front of your ideal audience in a way they love communicating. It’s part of their daily routine and they’re quick to click!
Now imagine what would happen if you were to combine such a marketing strategy with a more than doubling of leads coming in through your ranking in Google’s search results.
This was the case for one of our clients, a natural skincare company in Indonesia.
In today’s case study we’ll dive into:
- How we increased organic traffic by 250.304% in 12 months, despite a huge drop thanks to Google’s algorithms
- What we did to collect 1557 email addresses through FB messenger with an abysmally low budget
- Key takeaways about driving traffic to your business, optimizing sales conversions, and what you need to scale your business to a higher level.
The Stage: Natural Skincare Company wants to take advantage of a Growing E-Commerce Market
A skincare company based in Bali was looking for ways to boost sales outside of their 8 stores spread around the country. Offline sales were doing well but their e-commerce activities were severely lacking behind.
The Problem: “Nobody is buying online”
We faced several challenges even before we started:
- The domain was underpowered and many competition domains were performing better;
- Performance of the website was low ( and difficult to improve with existing WP theme and there were also issues with the server);
- There weren’t any active lead generation strategies or systems in place;
- The existing customers would receive email communication from time to time but a converting email marketing strategy didn’t exist;
- The brand was relatively unknown and those that did know it often had no idea they could order products online;
- Their marketing budget was extremely limited.
To tackle this multifaceted problem we decided on focusing on 2 strategies. Improving search engine visibility, and building brand awareness and engagement.
Solution #1: Making Sure They Find You: Building Search Engine Visibility
Our team got to work with formulating a tailored strategy designed to consistently increase rankings in Google’s search results for our a list of heavily researched keywords.
Our approach included but was not limited to:
- Optimizing website performance
- 24 keyword optimized Press Releases to strengthen the domain
- Optimizing 7 Google My Business properties and 30 days maintenance
- SEO Campaigns – 24 highly SEO optimized blog articles
- SEO On-Site Optimization – 11 main pages
Over the following months we saw:
- With the optimization of the GMB (Google My Business), a small increase in the traffic to the website, however, at the time of optimization and maintenance, the client expressed an increase in sales at the local shops;
- That it took about 3 months before we could saw some changes in organic traffic;
- The peak of the organic visitors on the page was in February 2020 (9220 unique organic visitors per month)
- Despite an algorithm update on the 24th of September 2020, Google released, which negatively impacted the clients’ pages for 10 days, we saw a huge increase in Impressions (1.805% Increase) and 448.235% increase in clicks over the last 12 months.
More new leads were finding and engaging with the website. Yet SEO can take its time to take effect. So we decided to generate new leads in other ways as well.
Solution #2: Creating Brand Awareness and Engagement with FB ads and a Messenger Bot
More visibility and being found on Google is nice but organic traffic can only do so much. Instead of waiting for leads to come to us, we knew we could attract new leads much more quickly by using highly targeted FB ad campaigns in conjunction with a messenger bot funnel to engage leads.
Our first step, however, was to deepen our understanding of e-commerce in Indonesia. While promising and growing steadily, the e-commerce market in Indonesia presents several challenges (that we discuss in more detail below).
To better understand how our clients’ customers felt, we conducted a survey on the website and on social media and ran a paid traffic strategy test.
The results confirmed our suspicions, prospective customers were happy to engage with the brand but often lacked the ability to pay online, or preferred to buy in the shops.
Despite the barriers, we managed to generate a total of 2034 new subscribers through messenger bot and collect 1557 email addresses in two months.
During this period we also saw a small uptick in online and offline sales and we were able to pinpoint the exact bottleneck that blocked a larger increase in online profits.
While GlobalWebIndex reports that Indonesia has the highest rate of eCommerce in the world, the overall value of the eCommerce market remains quite low.
According to Statista, the average Indonesian eCommerce shopper spent just US$89 on online consumer goods purchases in the year 2018, including spending on travel or digital media.
This seems in part to be caused by the complex geography, which makes cheap delivery extremely difficult. In our surveys, shipping costs were often mentioned as reasons for preferring shopping in the store.
Another big barrier is the payment gateways. Payments continue to complicate the eCommerce growth, with the World Bank reporting that barely 1 in 40 Indonesians own a credit card.
What’s more, credit card penetration amongst women is even lower – just 2% or 1 woman in 50 – which is particularly significant in the natural skincare market.
Key Takeaways and Next Steps
Our client has seen substantial growth in terms of organic traffic, list building, and social media engagement, yet scaling online sales directly still presents a challenge.
To tackle this problem, we have developed a combination of online and offline strategies to incentivize both old and new prospects to shop online in the future.
In the meantime, we are also closely monitoring developments regarding payment gateways in Indonesia.
The key takeaway from this case study is: a nice website isn’t enough. To build a successful (eCommerce) business you need a good plan to generate traffic and insight into your market.
When it comes to traffic, it’s easy to generate traffic, but all the traffic in the world doesn’t mean anything if you don’t have a well-thought-out customer journey in place.
You need to think about how a prospect will cross your path and how (and when) to engineer the ideal sales conversation with them.
And that is exactly what we help our clients to do.