Northern Parrots strike that blend of passion for their industry and ambitious to reach more customers, they have been an absolute pleasure to work with as we help them lead in SEO and Ads. The company specialises within parrot food but also sells accessories, cages, toys and provides some really robust advice on parrot ownership.
The website is built in BigCommerce which can have its challenges, a eCommerce platform that is quite clunky and lagging behind in some areas against its rivals (such as webp adoption). We’ve got a few members of the team that hold experience within this CMS and has helped us get ahead. This client managed to achieve these results through our dedicated eCommerce SEO services and Google Shopping management service.
Key considerations:
- The website is built in BigCommerce which had some technical issues for SEO and also tracking hindrances for Ads.
- The business has various products at various GP levels, which is a key consideration around what areas to push – sometimes turnover growth doesn’t reflect the bottom line.
- Not a huge amount of seasonality with a consistent purchase – pet food in general feels quite predictable.
- There is a high probability that customers will return once recruited and likely purchase more than they came for due to the ease of use on the site and wide array of products.
What we did
- Rewrote most of the Google Ads campaign to help tier the ranges with best sellers, spotlight and fallback – this allows us modulate the approach and set targets for each product range.
- Overhaul search, utilise smart bidding and go back to basics – working hard each day to chip away at any wasted spend and amplify any opportunities.
- Organically we carried out a full technical audit, working in partnership with their internal team and also wider development team.
- Helping the business with some canibilisation issues with the current URL structure – supporting the business carry out a major URL rewrite for a key category.
- Overhauled their content strategy, working with them to optimise current content, deploy new content which works better for SEO and trim any old content which is harming the site.
- We conducted a full management service over SEO and Google Ads – being reactive to the business and applying our expertise.
What we achieved:
- 56% increase in organic clicks to the website
- Over 115% increase in impressions with SEO
- Within PPC, increased conversions by 74%
- Reduced cost per conversion by 35%
- 14% uplift in clickthrough rate
- 13% reduction in average CPC