Brief
The Covid-19 pandemic redesigned how we browse and shop. With in-store shopping put to a halt, online presence became essential. However, like many independent jewellers, translating products that many prefer to see in person through a screen proved to be a challenge. Brown’s wanted to become more competitive in the online market and showcase the great potential and value of their products.
Challenge
Browns already had a strong relationship with some regular in-store customers, however, we wanted to transpose this online. To do this, we first aimed to make both physical and online stores more efficient and integrated, ensuring there was a seamless flow of high-quality level customer service across both channels of customer interaction.
Once addressed, the next challenge the business wanted to tackle was to use a host of digital marketing techniques to organically entice and convert online visitors into paying customers.
Approach
We began by integrating Browns’ Magento e-commerce website with Pursuit, via our bespoke, in-house solution and then also integrated our V12 module, later transitioning to our Novuna Finance module.
Browns invested in SEO to organically expand the company’s online occupancy over a period of time. This consisted of ongoing technical checks and optimisation to meet the strict and interchanging criteria set by Google and other search engines.
We continued to support SEO activities with PPC campaigns that zoned in on high-value search terms to increase website traffic and comprehensive brand awareness. Our focus then shifted to conversion rate optimisation (CRO) and user experience (UX).
Solution
To ensure we could achieve all of our goals, we set out the following aims and objectives:
- Streamline stock management so uploading new products to the website takes a matter of minutes rather than days through automation.
- Integrated our V12 module, later transitioning to our Novuna Finance module, to enable online retailers to offer different finance paying options to customers, without the added workload of creating unnecessary administrative weight on the business’s team.
- The continuation of creating regular content targeting specific keywords in the form of landing pages, blog posts and outreach articles.
- Secure growth internationally through SEO with PPC campaigns that zone in on high-value search terms to increase website traffic and comprehensive brand awareness.
- The ability to shop in different currencies and ship to different countries to satisfy overseas customers, and implemented changes to the homepage and landing pages in order to create an engaging and impressive customer experience.
- Conversion rate optimisation (CRO) by improving the user experience (UX) of the site.
Goal
Improved keyword rankings
Consistently appeared in first position on Google SERPs for competitive keywords.
Increased blog traffic
Created blog content that drove almost 180,000 visits over 12 months.
Generated global reach
Began selling products in global currencies to buyers across the world.
Increase in organic traffic
Over 6 months of consistent SEO work, organic traffic increased by an outstanding 175%
Testimonials
Client Feedback
We have an integration between our back office system and our website which these guys built and works seamlessly. We have also had quite a few bespoke features added and the team at Autify are quick on both their response and to implement the changes needed. Highly recommended.
Operations Manager - Frost of London
Autify have been an incredible partner for us to work with. They completed a large and complex piece of work for us to integrate our website with our stock management system. Not only was this build completed accurately and on time (and on budget!), but they did it with such knowledge and professionalism they were able to ease what could have been a very stressful period.
Head of E-Commerce - Browns Family Jewellers
Founder - Opal22
Director - Wallace Allan
Director - iHome Plus
Incredibly proud of the incredible work that Autify Digital has provided to myself as a CMO, in a previous role, and now as group managing director. An incredibly knowledgable and friendly team, driven by one of the smartest digital and humble Founder/CEO’s on the planet, Amad. If you want a no.1 website and digital brand with passion and power, you only need to shop once. #autify
CMO - We Are Preen
Amad, Simon and Roxy are all extremely knowledgeable on SEO. Have worked with a number of agencies in the past, but would definitely recommend Autify above the others.
Chief Operating Officer - Office Freedom
A very expert and helpful company, full of experience and I look forward to dealing with them in the near future.
Managing Director - The Amber Shop
Working with the team at Autify was a great experience! They are incredibly knowledgeable, professional and extremely passionate at what they do. Were a great support when ever I needed advice, always going that extra mile 🙂 I would highly recommend Autify for any E-commerce and Digital Marketing.
Founder - TLG Design
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