How an SEO and organic traffic strategy is driving ecommerce conversion at T2


T2 has enjoyed amazing growth since its first store opened in Melbourne in 1996. Now in seven countries, with multiple ecommerce sites, T2 needed to evaluate its ongoing ecommerce strategy, particularly around organic traffic and SEO, and the location issues affecting these.

To this end, at the end of November last year, T2 engaged Impressive, and while the rollout is ongoing, T2 has already received – pardon the pun – impressive results.

T2 global head of digital and ecommerce, Manik Godhwani, told CMO attracting online traffic has been more challenging for the brand since it went global. So it engaged Impressive to help with an international search engine optimisation campaign, covering the organic website performance across Australia, New Zealand, North America, Europe, and South West Asia.

Thanks to the global SEO marketing strategy, the past four months have seen organic traffic rise across the globe from 2.67 per cent to 28.55 per cent and an improvement in ecommerce conversion rates from 2.98 per cent to 15.03 per cent, compared to this time last year.

The objective was not to simply increase the volume of organic traffic, but to also increase the quality of traffic to T2’s ecommerce sites to increase conversions.





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