Mummylicious Maternity - Online Marketing

Mummylicious Maternity - Online Marketing www.mummyliciousmaternity.com

Converting Rankings To Site Traffic

Client: Mommylicious Maternity

Country: USA, CA

The Brief:

Inspira Digital was tasked with gaining more clicks from the already gained search engine rankings for the phrases cute maternity clothes, sexy maternity clothes, and maternity tops, also to make better use fo thetraffic which was being deliverd fromt hese 3 phrases to the index page of the website.

The How:

We looked at what was being displayed in eh search results and imeadiatly saw that teh meta description was not very compeling and lacked call to action for users to click on it and was a callsic case of an SEO company without real world marketing experience stuffing the meta description with keywords.

so we took the weak meta description that was

Momylicious sells Maternity Tops, Nursing Bras, Maternity Dresses, Sexy Maternity, Discount Maternity Clothes

and we used our experience to include compelling message and still retaining the keywords that the entry was ranked for and implemented the following meta description

Buy amazing cute and sexy maternity clothes, everything from maternity tops to lingerie. These are Not your mother’s maternity clothes, these are Your designer maternity clothes!

After Google re-indexed the page it resulted in the following entry

We then turned our attention to the index page of the site its self which above the fold didn't have anything directly linking the user to products of the type that were delivering the traffic. It however did have number of banners linking to the blog, what’s hot section and free delivery banner. These banners were receiving a minuscule amount of clicks at 0.3% of the page total and were essentially dead space on the page. We chnaged the design subtly to include 4 banners were there were 3 and created banners lining to the key phrases which were responsible for the majority of the traffic in order top to bottom. Screen shot here

The Results:

After we had the first full week with the new meta tags in place you’ll see on the screen shot which shows the 3 target phrases we optimised the description we have seen trend beating performance for all 3 phrases.

cute maternity clothes
Whilst the amoutn of impressions the site appeared in did not increase, the 2% increase in Click Through Rate (CTR) resulted in a 27% increase in traffic from the phrase.

sexy maternity clothes
Whilst the amount of searches the for this phrase has risen by 23% the entry out performed that increase with aCTR change increase of 5% giving an increase in traffic from the phrase of 107%.

maternity tops
This is the real star performer as you can see the search market decreased by 19% however the google entry out performed this by a considerable margin by actually increasing the CTR by 3% actually increased the traffic gained by +29%. Which is a fantastic result.

The change in banners on the home page had a dramatic effect with increases in clicks from 0.3% to 12% 6.8% & 6.7% see screen shot here

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