April was launched in 1994 with a mission to revolutionize the beauty industry in Israel. It is now recognized as one of the top cosmetics stores across the country, providing an excellent level of personal & professional services for all customers.
April saw her website as a powerful tool to bolster her reputation in the market and establish a strong digital presence.
To expand its reach and increase sales, the chain decided to launch a virtual eCommerce store in addition to having 40 physical branches across the country. This way, customers could easily access the company’s website and browse its range of products. They can instantly order from its warehouses and avoid having to visit physical stores, thereby saving time & resources.
The cosmetics industry is experiencing a surge in e-commerce sites of all sizes. Our aim was to boost the site’s visibility and organic traffic in search results, ultimately leading to higher revenues for the company.
Initially, it was crucial to produce an appropriate hierarchical structure that matched the types of goods being sold on the website. This would guarantee correct, efficient and rapid navigation for users as they moved between distinct categories.
Following the initial evaluation, we chose the categories the chain specializes in and conducted an in-depth search for relevant words. This included all kinds of products and brand names available at the chain.
Thanks to the keyword research process, we have a thorough understanding of what people are actively looking for and how they go about searching for it. This has allowed us to determine which products are the most sought-after.
Through researching and analyzing other sites, we were able to identify areas that needed improvement and focus on strengthening our leading pages so that we can be better than our competitors.
Following the initial research, we carefully selected and applied the right keywords to optimize content delivery on each page. This ensures that both search engine algorithms and users can understand what the most important content is about on any given page.
Site loading speed and the ease of navigating it can have a significant impact on both the user experience and search engine ranking. Consequently, this should be taken into consideration when developing a website.
Several technical tests highlighted that the slow loading time of the home page and transition between pages was negatively impacting user experience. As a result, recommendations were made to improve the loading speed which then led to a faster and smoother surfing experience.
We developed a web of connections between relatable products and pages to help in two distinct ways:
Our extensive optimization process for April’s cosmetics eCommerce website resulted in a remarkable 37% increase in product page views, a 13% rise in new users, and a substantial 54% growth in organic traffic. By configuring the eCommerce hierarchy, conducting thorough keyword research, analyzing competitors, and targeting the right keywords, we improved content delivery and user experience. Additionally, we optimized page speed and implemented internal links to enhance navigation and boost search engine rankings. These strategic efforts drove significant improvements in the website’s performance and customer engagement.
Head of eCommerce and Digital