Case Study: La Crème Boutique Gorey [Website Management, SEO, Graphic Design]

EZ Marketing- Digital Marketing, SEO, Website Management, Web Design Gorey, Co. Wexford

“EZ Marketing have been working with us for several years, always providing an excellent package of digital marketing services, including creative design and management of our large e-commerce website and our blog, mentoring our social media, creating email campaigns and graphic design. Juliette has a  profound knowledge of new web technologies and SEO and is always there to help with whatever dilemma we may be facing. I would have no hesitation in recommending EZ Marketing to anyone that wishes to deal with a professional that delivers great results fast, provides outstanding on-going support and fully dedicated to the success of the client’s business”.

Marian McKenna, Proprietor, La Crème Boutique & LC2


Background

La Crème Boutique is a unique place, where warmth meets expertise and style is a true passion. Marian McKenna works tirelessly to promote Gorey as a fashion destination nationally.
From promoting her own boutique to a nationwide audience and winning prizes as one of five destination boutiques in Ireland, to putting a lot of effort to establish Esmonde Street as a fashion hub of the South East. The enormous effort Marian put into organizing Boutique Boulevard paid off with a tremendous success of the event three years in a row.

EZ Marketing have been working with Marian McKenna from early 2013. Since then we have introduced a brand new e-commerce website with over 600 products presented each season. The visual (creative) design and layout was put together by EZ Marketing and all graphics are regularly updated by us. We also design regular newsletters, all social media profile artwork and wedding magazine ads.

The website is fully optimised and La Crème enjoys strong position among the top 4-6 placements on page one Google organic listings for mother of the bride search term.

Although La Crème’s website boasts over a 10,000 visitors a month on average- all due their offline advertising and strong organic positions, about 25% of the traffic are potential physical store visitors, looking at La Crème’s famous Mother of the Bride/Groom collections. However La Crème has been offering an extensive collections of casual fashion and footwear in store for many years.

Challenge:

What started as a website management project grew into a serious digital marketing challenge to re-brand the website from a Mother of the Bride/Groom brochure (which already performs amazingly bringing customers to the store) into an online boutique, which in turn would increase online sales. To date at least 25% of visitors are those seeking Mother of the Bride/Groom outfits and without any intention to shop online. After over 15 years spent building a strong reputation as a Mother of the Bride Boutique, re-branding into such a competitive industry and online retail is extremely tricky. Plus the price range of the fashion items stretches above the average €100 mark for an average online shopper.  The sale items had been the most common addition to the shopping cart, which means very small margins from reduced price items. Each product information must also be very detailed and complete, and photographs need to showcase the item as best as possible visually, which requires hours and hours of manual information input, and means extra cost. This cost must be justified in revenue that comes from online. Our challenge is to re-invent La Crème Boutique as an online destination for beautiful clothes to shop online, still maintaining the store visits levels.

Solution & Results

We recognised that there was room to re-brand La Creme’s website as an online boutique for general Ladies Fashion and add more targeted traffic to improve online sales of the casual clothing collections and footwear. As online boutique competition online is fierce and it is unwise to rely on a chance to rank organically when you just entered this area, no matter how well your optimisation might be. (Remember, all small online boutiques are also competing with huge names, like Littlewoods and Debenhamns, who have massive advertising budgets, and it takes a long history of targeting online boutique as a keyword, relevant traffic and sales on the site to rank naturally on the first page of Google.)

EZ Marketing suggested added Google Adwords Campaign management service to La Crème’s mix in May 2016 and in the first month alone, the online sales of footwear and casual clothing figures exceeded online sales by 50% comparing to Christmas sales in December 2015. however, the main purpose of the campaign was to distinguish a list of search terms that can be potentially bringing online shoppers to the site.

At the start of October 2016 we completely merchandised the products by colour, introduced “Shop by Story” section to improve cross-selling. We have also reorganised the navigation and added sections with products divided by type and price.

We moved the sale section to the bottom of one of the submenus and this resulted shortly in an increase in shopping full-priced items, and therefore an average order value is increased by even though the number of transactions slowed down initially.

The result in the first three weeks of October was an increase in average visit duration by 20% and reduction of bounce rates by 14%,  30% increase in revenue and massive 95% increase in the average order value.

Our services to La Crème Boutique continue to cover:

  • Website content management, content writing
  • Products updates and management
  • Creative design (the look and feel of the website, home page, banners, etc.)
  • Social Media management and content writing
  • Graphic Design (Banners, Ads, Print Ads)
  • Blog management
  • Mailing list set up and email campaigns design and management
  • Digital Marketing Consulting
  • Adwords Campaigns Management

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