Marleylilly is a beloved word-of-mouth brand. Its eCommerce strategy relies solely on organic traffic and social ads. Even without Google Ads, this drives ample revenue growth.
After Marleylilly went through a shaky site migration in 2018, it lost significant organic search rank. Having taken a huge SEO hit, Marleylilly came to EXCLUSIVE in 2019 looking to achieve two things:
To achieve these, Marleylilly needed a fresh approach and a team that could be trusted to deliver new ideas, drive revenue, and continue to grow the brand.
Understanding these objectives, and how essential organic content is for Marleylilly, EXCLUSIVE developed a bold strategy independent from paid ads.
We are very proud to have partnered with EXCLUSIVE! Their team and services have delivered game-changing results for our eCommerce brands. They’ve suggested effective and timely SEO optimizations pertaining to on-site content, organic search results, site navigation, site speed, and performance, just to name a few!
The EXCLUSIVE team recommended collaboration with Yotpo, a trusted partner. Along with Marleylilly, EXCLUSIVE and Yotpo parlayed the brand’s strong social proof into website traffic and sales. In just one year, Marleylilly has collected over 42,000 reviews for both their products and brand.
When COVID-19 hit and shifted purchasing behavior to in-home goods, demand for Marleylilly’s most popular item (the monogrammed duck boot) disappeared, leaving the brand in dire need of a quick, bold product marketing pivot.
The EXCLUSIVE team moved the marketing emphasis from items like duck boots and outdoor-wear to comfort-wear like slippers and sneakers. We identified the opportunity for Marleylilly to introduce a category page for sneakers, something its competitors did not have on their websites. Sneakers quickly became the new duck boot for Marleylilly, with more than 2,100+ reviews submitted through Yotpo site integrations.
After implementing the new sneakers category page, Marelylilly owned positions 1 and 2 of the SERP for their product and category pages. In fact, Marleylilly now ranks above big-name competitors like Etsy.
The seamless Yotpo integration translated to 44% of Marleylilly’s site conversions being connected to users engaging with reviews.
To further grow demand and visibility for sneakers, EXCLUSIVE, Yotpo, and Marleylilly pursued more reviews for the products. Reviews were controlled on a SKU basis so that customers could be certain that the review they saw matched the product in which they were interested.
In a year where apparel and accessories sales were crushed by the pandemic, Marleylilly prospered due to a creative cooperative strategy.
+30% CTR Increase in Organic Product Detail Page Links
+18% Increase for Page 1 SERP
3X Performance on Growth Targets
55% of Site Visitors Interacted with a Yotpo UGC Asset
12% CTR on UGC Photos Linked to Yotpo Verified Reviews