Beds On-Line is South Africa’s first and oldest online bed shop. Being experts in the business since 2000, Beds On-Line needed a website to match their excellence and to allow their customers an even better experience.
Since the end of 2015, Beds On-Line has been with iMod Digital and we originally partnered to assist them in the rebuilding of their website. Along with their sparkling new website, we assisted Beds On-Line in defining their digital marketing strategy for 2016.
This strategy was implemented to nurture the online business into flourishing even more than ever before.
During the year of implementing a digital marketing strategy inclusive of Search Engine Optimisation and pay-per-click advertising for Beds On-Line, we noted the following improvements.
There were a number of actions that we took on the website. Amongst these, the primary tasks involved:
- Page Architecture – The whole website needed a better structure, pages existed all over the place and weren’t correctly connected together in a topical manner.
- Keyword Positioning – As with the page structure, no proper keyword research had been performed and keywords were scattered all over the place in a manner that wasn’t strategic.
- Keyword Research – We used a combination of strategies to determine which keywords were being searched for by people in various countries. This involved competitor research, software usage and per pay click campaigns via Google search.
- Content Creation – The website lacked content in a big way, we worked with Jako to triple the amount of content on the website. Done against a strategic plan around keyword research.
- Link Building – The website had few links from other websites yet offered really valuable content, we built links to assist in seeding the new valuable content.
- Local Search – A big requirement was for the website to appear in the local search map pack, we set up the Google My Business account, optimised it and got it featured.
- Tracking – The website was set up on Google Analytics but was not working. We created a Google Tag Manager account, set up Google Analytics tracking as well as Google Search Console. Furthermore, we set up a suite of conversion points to assist in determining success points.
All the steps we took were underpinned by deep competitor research which revealed the top 4 industry leaders and this allowed us to understand not only what Google expected within this vertical but also what the industry leaders lacked.
- Organic traffic to the Beds-On-Line website increased by 96.2% in 2016.
- The conversion rate, how often, on average, an interaction leads to a conversion, increased by 37%.
- Revenue from online sales increased by a staggering 101%.
- Total traffic to the Beds-On-Line as a result of the combined efforts of SEO and PPC, increased by 57%.
- Traffic received from users on social media increased by 147%
- Conversions resulting from paid advertising increased by 72.73%
