New Website Launch & SEO Strategy
Red Carpet Ready is one of the UK’s leading prom dress retailers, offering a huge range of dresses, including their own exclusive collection. They have quickly grown to be THE destination to go to for prom dresses.
The company approached Quibble to review their website and support ongoing changes, along with creating and implementing a marketing strategy that would meet their growth targets.
The Challenge
The prom industry is highly competitive with businesses ranging from large online retailers with a UK-wide audience to smaller dress shops that target a more local audience. Both large and small businesses are competing for the attention of a very specific age group.
Initially, we were provided with a fairly open brief, which was to create, develop and implement a digital marketing strategy to support the growth of new sales. This meant we’d need to drive traffic to their site and encourage visitors to call and book to visit their venue from across the country, since they don’t allow customers to purchase their products online, only in-store.
Our Approach
Since our brief was very open but had a very specific goal of increasing sales from digital channels, we immediately began by auditing the current website. Following this, we conducted a competitor analysis and keyword research to get a comprehensive understanding of the industry. Once this initial work was complete, we knew what changes were needed to achieve the goals Red Carpet Ready had set out.
It was apparent that it would be more cost-effective to redesign, develop and launch a new website than to make the number of changes required to bring the current website up to speed.
Building the website allowed us to fix the issues we found in the audit we conducted, we were also able to implement the changes and recommendations too. This included creating a modern WooCommerce website that the Red Carpet Ready team could easily maintain.
We optimised the site and implemented a very careful SEO strategy to ensure all current traffic levels and search engine rankings were preserved when the new website was launched. We also created an omnichannel marketing strategy that we’d execute once the website was live, which included ongoing development, content marketing, SEO, Google and Facebook ads, along with retargeting.
The Results
Once we launched the website, not only did it maintain its current organic traffic, but also gained traffic due to the fixes and SEO strategy we had implemented. Ultimately, we saw a 220% increase in organic visibility after one month and a 95% increase in organic traffic after three months. Furthermore, due to the new and improved design which focused on UX, along with the new product features and enhanced content, we saw a 44% reduction in the overall bounce rate of the website.
Further to this, one of the original goals was to compete against the large brands, including Next, ASOS and John Lewis, for relevant search terms, and we’re pleased to say that we’ve managed to achieve this. Red Carpet Ready now rank in the number one position in Google for “Prom Dress” a term that has an average of 33 thousand searches per month!
95%
Increase in organic visitors
220%
Increase in organic visibility
44%
Reduction in bounce rate
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