Following some keyword research we redesigned the architecture of the site, grouping relevant keyword together and creating a hierarchy of pages. We then created a strong internal link profile which greatly helped in rankings allowing Google to better understand the purpose of the pages. All the while we built strong outreach links from relevant sites and articles to build trust.
There was lots of stuff that went on behind the scenes, but one thing that did stand out was delivery pricing changes. We redefined the delivery pricing tiers based on the data of order sizes and quantities from the past 2 years. This simple change increased revenue by 30% as customers can often be put off by seemingly unfair prices, but if you can work your margin into other areas it can work well for your company. We also looked at user journey, figuring out where customers struggle to find products or guides and trying to answer their every need wherever they may need it.
PPC initially wasn’t that successful, return on investment wasn’t high enough to justify creating the work. However, we then moved to Google shopping where we managed ROI of 450% This was not even including return visits or ones which fed into organic, it lead to an all round growth in site traffic and revenue and with refinement became a vital part in the Cut my Plastic’s success.
With the addition of several new products everything needed to be redesigned; the nav, homepage and category landers. Working with Magento 2 we created new landers with strong calls to action, trust signals and most importantly key selling products. Every page was tailored to keyword research and aimed to disclose any necessary information to answer any queries.