The Requirement

Character PLC, one of the largest toy companies in the UK, asked us back to grow traffic and revenue on their D2C e-commerce site

The Solution

A 3 month campaign between September to December 2020 split in to 3 areas: SEO, Google Remarketing, and website optimisation (CRO). Results over the period of work were: SEO traffic up from 52k last year to 76k this year (an increase of 45% in just 3 months), revenue up 10%, and overall traffic up 49%.

Ranking for key target terms were improved, for example the largest search term in terms of impressions on Google is ‘goo zit zu’ and average position moved from 10.5 to 6.1, with related terms improving from 3.1 to 2.0 and from 6.4 to 4.8. Another key search term ‘stretch armstrong’ moved from 9.5 to 6.4. ‘Character toys’ moved from 3 to 1.

Search Engine Optimisation (SEO)

All product and information pages were optimised for Google indexing, and a new Blog section with full functionality was installed for daily updates on new toy launches and events. Latest blogs are promoted on the homepage.

Google Remarketing

A Remarketing campaign was set up using Responsive Display Ads, running two campaigns in parallel to AB test. A strong performance of 0.52% CTR and £0.62 CPC in a competitive Google bid market.

Conversion Rate Optimisation (CRO)

Using the Crazy Egg app a number of design changes were made to the site’s content. Changes were made to the three most visited pages/areas; the homepage, the cart pages and the product pages. It is too early to measure results on this work – this section will be updated shortly.

“If you really want to grow your online business you have got to talk to Jam.”

− Jerry Healy, Group Marketing Director, Character PLC

See previous work with Character

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