With 50 years of trading experience, The Cigar Club is Europe’s most experienced and professional online cigar company.
The Brief
Given our proven success in the e-commerce sector, Cigar Club approached Distinctly following a notable decline in site performance. Our primary aim was to recover organic traffic and revenue lost in the migration to a new website platform.
What we delivered
After undertaking a full audit of the Cigar Club site, we identified issues with keyword targeting, the metadata of product pages and the depth of content on the site.
We also highlighted issues which had arisen during the migration of the site platform, which we fed back to the web developer.
Implementing the findings of our audit, we fixed the technical architecture of the site and funnelled the site’s domain authority to key landing pages.
We increased the depth of content on key landing pages, producing high-quality copy, which we optimised with key search terms in order to rank as highly as possible.
We did this after conducting the keyword research at a granular level and finding opportunities to rank individual products. We discovered that the products had a large search volume that we could leverage – so we optimised the metadata of over 400 product pages and updated the copy. This provided Google and the website user with more detailed information on each product; thus increasing visibility.
Furthermore, we conducted a conversion rate optimisation (CRO) audit to improve user experience across the whole website, helping boost the number of transactions. After implementation, this led to transactions increasing by 272% YoY in December 2018.
Taking this action saw that the client’s objectives were met with tangible results – an increase in both organic traffic and more importantly – sales.
