Organic traffic sessions increased 21% on test page.
Location: Burbank, CA
Marketing Mix: eCommerce & Store
Social ads were a pain point.
Organic search & UX improvement.
Natural decrease in organic traffic in 2021 as pandemic continued.
BRINGING QUANTIFIABLE RESULTS TO SEO
Following the COVID-related decrease in organic traffic, our goal was to grow Unique Vintage's following and niche buyers by optimizing for categories that had the best chances of recovery during the pandemic. But our team faced a big question: "How would we know if the traffic changes were caused by our SEO (search engine optimization) actions or by a change in demand?"
The direct impacts of SEO efforts are difficult to quantify. Testing our SEO optimization tactics similarly to how we test CRO (conversion rate optimization) has been something we've wanted to try. Now we had a relevant case, a client with whom we had a great relationship, and access to a new tool. The timing was perfect.
– Rebecca Stewart, Director of Organic Search, Exclusive Concepts
+ STRATEGIES = CLEAR WINS
Hypothesis: Unique Vintage customers love to see when new styles are added to the brand's website.
Location: The site’s Collections section (consisting of 28 categories)
Split: Variant and control groups were designed to be statistically similar, creating variants for all 28 categories.
Implementation: Two different templates would be live at the same time during the test period, so there was only one version of each category page visible to each site visitor. No analyst or dev support required!
Action: "New Styles Just Added!" was appended to the beginning of the meta description of only the variant group.
I was pleasantly surprised that changing a small piece of the meta description created such a noticeable effect on traffic. Meta descriptions aren't a ranking factor for keyword relevancy, but this test proved their importance in driving more users through at a higher click-through rate. That 21% increase in sessions can translate to a 5% increase in sitewide revenue over the next 12 months. - Rebecca Stewart, EXCLUSIVE
RUNNING THE TEST
The model measured the lift seen in real traffic compared to predicted traffic as gathered through Google Analytics and Google Search Console during a historical time period. If the real traffic line is consistently higher than the predicted traffic line post-test, then you’ve found your winner.
Setting up the test took just one hour and required no analyst and no development support. The 28-day test launched on October 15 and ran through November 12, 2020. The result was a statistically significant improvement in the variant group performance (pages with "New Styles Just Added!" in the meta description).
+21% organic traffic growth on variant pages. Implementation of the variant meta description across all site pages translates to a predicted sitewide revenue increase of 5% in the next 12 months.
Unique Vintage, Exclusive Concepts, and SEMrush were so impressed by the speed and clarity of the results that all agreed to do additional testing. This time, the team tested content placement relative to images on category pages. Again, the results were clear, speedy, and easily implemented to profitable effect.