52%increase in organic conversion rate
1.
Background
Leading the way in affordable, catwalk fashion
Little Mistress brings you the latest trends and turns them into wearable and affordable women’s clothing.
The boutique online fashion brand creates unique clothing ranges mirroring their brand ethos and commitment to Design, Quality, Value and Service.
Little Mistress first approached Clicky in late 2017 with a desire to better understand their organic performance and the opportunities the channel posed for the brand online. The business has been expanding positively for several consecutive years with their web presence driving results. A key consideration was the growing number of big brand resellers who now stocked Little Mistress clothing.
The core aim of the partnership was to provide Little Mistress with greater insight around their existing audiences and their associated online behaviours, which had naturally evolved over time. Alongside this, they were eager to understand existing search visibility, benchmark performance and ascertain current market trends and opportunities.
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2.
Discovery
Insight to inform an intelligent approach.
During the Discovery process, we sought to analyse the Little Mistress website, its performance to date, industry trends and organic competition.
The process raised and highlighted a number of interesting findings that directly influenced our subsequent approach to the organic strategy. Ultimately, a number of insights suggested that whilst heavily competitive, there was most certainly opportunity to make vast improvements to performance and deliver a strong and tangible return-of-investment.
The approach needed to be unique and tailored, better aligning with newly defined audiences and their expectations, whilst reflecting the brand more accurately through intelligent search term targeting.
Learn more about Discovery-
Analytics audit
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Competitor research
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Technical audit
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Mobile & site speed audits
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Keyword research & opportunity identification
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Audience analysis
3.
SEO
Organic Search (SEO)
Utilising our learning, we developed a bespoke 12-month organic search strategy tailored to the needs of the business, focused on their ambitious commercial goals.
Recent data prior to our involvement showed declining performance from organic search, so our first objective would be to bring year-on-year data back in line, before seeking to drive traffic levels and subsequent performance across the e-Commerce metrics that mattered most.
The technical audit showcased areas for improvement which we prioritised. Due to the complex and expansive nature of the website, we focused on improving keyword targeting and page value through a number of advanced techniques.
We supported this initial work with an effective ongoing content strategy, regular analysis and keyword opportunity identification.
Learn more about Organic Search (SEO) 
4.
Results
Significant results with consistent improvements…
The result of our initial – and indeed ongoing – work, was as immediate as we could realistically hope for when optimising a website.
Within a week of undertaking the required technical work, rankings had improved massively; between December 2017 and January 2018, organic keywords on the first page of Google’s search results increased by 60%.
In just under 2 months after implementing the changes, the data showed that organic performance was showing continued improvement, particularly when making year-on-year comparisons.
Organic sessions had increased by 54.03%, organic users by 54.07%, and organic transactions and revenue increased by 90.70% and 93.32% respectively.
We are now into further stages of our initial 12-month strategy and the results continue to improve as we diversify our tactics. Most importantly, however, our focus on relevance and targeting has delivered exceptional performance across transactions and revenue.
“We felt straight away that Clicky understood the brand and what we are looking to achieve. The initial presentations showed that Clicky had really looked into what was working and what wasn’t for us and presented clever and thought through ways on how we can reach our goals. Having met the rest of the team too, I feel confident that we will be making a real breakthrough in our SEO strategy in the next year.”
Rea Hadžiabdić | Head of Ecommerce | Little Mistress.
105%increase in organic transactions
103%increase in organic sales revenue