easipetcare

ExtraMile & easipetcare: A Case Study

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  • Design
  • Development
  • Search Engine Marketing

easipetcare, the low-cost vets whose mission is to deliver affordable vet care to the pet-loving public, enlisted the services of ExtraMile to help enhance the effectiveness of their online activities. easipetcare wanted more flexibility from their website, as well as a much better user experience (UX) when potential customers visited their online space.

Smooth UX

The decision was made to design and implement a new website based on a smooth UX and navigation system. As well as a functional UX, the new website had to be able to take advantage of the latest data and tools so as to constantly learn about, refine and update its performance. 

It was also essential that easipetcare received a much more flexible service from their digital marketing provider, as opposed to the rigid service they had received from their previous agency.

So to stay ahead in a highly competitive market, ExtraMile were brought in to make all these desired outcomes a reality for easipetcare.

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Impact

In easipetcare’s monthly SEO report for the month of December 2020, we were extremely pleased to report the following figures:

  • Organic traffic increased by 37.5% when compared to December 2019
  • Goal conversion rate improved by 301.9%
  • Conversion rate for social traffic improved by 3,242.86%
  • Sales of the ‘Puppy Pack’ product increased by 70%

Moreover, in further year-on-year analysis, easipetcare have seen a:

  • 11.44% increase in sessions derived from organic traffic
  • 22.62% increase in organic session duration
  • 9.33% reduction in bounce rate
  • 175.92% increase in goal completion for organic traffic

Don’t Just Take It From Us

“We’ve worked with the ExtraMile team for a couple of years now and they are terrific – super friendly and they are all great at what they do. We love our new website and it’s performing exceptionally well. Every single person who has worked on our projects has been a pleasure to work with. They feel like an extension of our own Marketing Team and the fact that most of them are pet owners is a real bonus for us!“

– Francesca Rigby, easipetcare Digital Marketer

The Process

ExtraMile has a deep appreciation of the fact that every client is completely unique. The principles of what constitutes effective digital marketing practice remain broadly the same; however, the ways in which these principles apply to each individual client depends on the client in question.

That’s why ExtraMile follows a process of working that applies the principles of effective digital marketing in the most beneficial way possible. This process can be broadly summarised as:

  • Understand deeply who the client is and what it is that they want.
  • Formulate a project plan by combining the desired outcomes of the client with ExtraMile’s expertise and experience.
  • Agree upon timeframes and measurements of success.
  • Complete the work whilst communicating with the client from the start until completion.
  • Ensure the work has met the requirements of the client.
  • Learn from the experience and share best practice.
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Impactful And Sustainable Results

This is the process that ExtraMile followed when designing and delivering easipetcare’s new website.

easipetcare’s bespoke, modern website launched in December 2019 and since then, as evidenced by some of the figures above, the site has gone on to deliver impactful, sustainable results for the company.

Incremental progress made within a business’s digital marketing offering can pay significant dividends in the long-term. Quick, simple changes which adhere to SEO best practice can also elicit fantastic short-term return on investment.

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If you think your business could benefit from professional digital marketing expertise, please get in touch today.

Lindt UK

ExtraMile & easipetcare: A Case Study

Speak To An Expert

  • Design
  • Search Engine Marketing

easipetcare, the low-cost vets whose mission is to deliver affordable vet care to the pet-loving public, enlisted the services of ExtraMile to help enhance the effectiveness of their online activities. easipetcare wanted more flexibility from their website, as well as a much better user experience (UX) when potential customers visited their online space.

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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Speak To Our Team Today

If you believe that your business’s website and online offering could benefit from ExtraMile’s expertise in digital marketing, then please Get In Touch