ExtraMile & Lindt UK

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  • Design
  • Search Engine Marketing

ExtraMile began working alongside Lindt (UK) in early March 2020. Lindt, the famous master chocolatiers and producers of truly delicious products, utilised ExtraMile’s expertise to migrate their website from their old content management system (CMS) into a new CMS with enhanced functionality. As well as the migration work, Lindt also engages the services of ExtraMile to conduct a continuous SEO and Google Ads project.

Sweet Impact

When contrasting Google Analytics data since the migration to date compared with the same period the previous year, the following trends can be seen:

Aside from the increase in traffic, revenue and e-Commerce conversion rates detailed above, the most remarkable change is that this success is not a one-hit wonder. The website will be consistently audited and reviewed, and content will be created and optimised on an ongoing basis. This consistent monitoring and optimisation, which brings with it incremental and compounding progress, will contribute to Lindt’s digital growth for years to come.

So How Did Lindt And ExtraMile Do It?

Migration

Lindt requested ExtraMile’s assistance to ensure that the Lindt UK migration from Magento to Magento 2 (a CMS geared towards e-Commerce) followed SEO best practice. This ensures that the site is set up as effectively as possible for a strong performance in SERPs (search engine results pages). The overall objective was to ensure that the website lost as little traffic as possible as a result of the migration.

The migration package included:

  • An audit of the website’s content
  • Keyword research
  • SEO content recommendations
  • Metadata recommendations and keyword mapping
  • Backlink auditing to ensure important backlinks were retained during the migration
  • Consultation on SEO best practices
  • 301 redirect profiling
  • Pre and post live technical SEO audits and recommendations

Ongoing SEO

The main objectives for the ongoing SEO campaign are to increase the traffic to Lindt’s website, and to improve visibility for business-critical keywords above the rankings of their competitors. The ultimate goal is to drive increasing sales within Lindt’s eShop.

The SEO campaign focuses on overall site traffic but will also be structured in line with calendar events such as Christmas, Easter, and Mother’s Day – to name but a few.

To date, the ongoing SEO project between Lindt and ExtraMile has involved:

  • Ongoing technical SEO recommendations
  • Enhanced keyword research
  • SEO observations and recommendations (including local SEO)
  • The creation of a content schedule in line with calendar events (such as Easter)

Google Ads (PPC)

The objectives for Lindt’s PPC campaign are similar to the organic work that ExtraMile are currently undertaking, as the GoogleAds project also has the ultimate goal of increasing the number of sales from the website.

ExtraMile have conducted research to determine the best keywords that Lindt should be bidding on and, following on from this, a campaign and ad group structure has been put in place. ExtraMile have also created ads on Lindt’s behalf which launched recently.

Chocolatey Challenges

As with all things digital, there are always challenges. Some challenges centred around Magento 2’s design, and functionality out of the box could be improved. Moreover, ExtraMile are in the process of auditing Lindt’s website and making recommendations for changes to the functionality to improve the user experience (UX), decrease cart abandonments and increase sales from the site.

Some of these recommendations are limited to Magento’s capabilities, and workarounds (some of which will involve custom coding) are being suggested.

ExtraMile continues to work with Lindt and Lindt’s web developers to ensure that the site is technically sound and in a good position to sustain the fantastic growth in traffic, and continuously improve brand visibility moving forward.

Other Factors Of Success

There are several other factors that have contributed to the site’s success including the hard work that the Lindt team have put in to ensure that the site’s structure and content are aligned with ExtraMile’s recommendations, and also the solid build of the eShop.

It’s important to note that COVID-19 will also have played a part in the increase in online spending, as more people at home means more people shopping online.

Regardless of where the success comes from, nothing makes ExtraMile more proud than seeing our clients doing great things and achieving amazing results within their online spaces.

Don’t Just Take It From Us

ExtraMile have been extremely helpful as consultants to help us to articulate our requirements to the developers, and to help us formulate a long term strategy and put in place milestones and KPIs.”

– Michael Kruger, e-Commerce Manager (Lindt UK).

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