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Google Analytics Site User Stats For UK & Germany - Comparison period 30th Jan 2016 - 14th July 2016 (prior to Digitalhound

appointment) & July 15th 2016 - December 28th 2016 - (5 month period of Digitalhound involvement)

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fig.1 - Germany

fig.2 - UK

KEY RESULTS • REVENUE - Germany - up by 44.89% - UK - up by 34.19% • SITE USAGE|SESSIONS - UK up by 13.93%, Users up by 16.27% - Germany up by 37.63% (see fig1 & fig 2. below) • AVERAGE ORDER VALUE - UK - up by 32.09% - Germany down by 24.24% but transactions were up by 78.89% • SEARCH TRAFFIC - Organic search traffic - UK up by 38.81% - Germany up by 13.06%

CHALLENGES FACED: BRANDING - Lack of brand identity within UK & Germany. COMPETITION - Competing against well-established household brands such as Amazon, Curry’s and Argos in the UK and MediaMarkt.de, Amazon.de and Saturn.de in Germany. STAFF LOCATION - Key personnel located overseas. PLANNING - Overcoming logistical planning schedules. BUDGET - Building consumer awareness, loyalty and trust within the confines of strict budget control.

PROCESS: STAGE 1: Complete site audit to identify the following key areas: STRENGTHS|WEAKNESSES - Website usability, user friendliness, language, tone, search engine readiness. DATA ANALYSIS - Visitor acquisition - Traffic - Goal conversions - Bounce rates - Landing page performance hotspots - Calls to action - Content shortfalls. KEYWORDS - Choice + Localised + Performance. STAGE 2: Competitor audit - strengths/weaknesses, market presence, market percentage, gaps & opportunities.

OVERVIEW - Case Study:

Alza are a European e-Commerce giant that was established around 1994. The company has gone from strength

to strength and operates a network of websites across Europe, selling over 50,000 consumer retail products. It

became a market leader in 2008 and has received several prestigious awards over the years in recognition of

the quality service it offers to millions of customers. Turnover for 2019 was €972 Million.

Digitalhound were appointed in July of 2016 to improve brand recognition, build consumer brand awareness,

trust and loyalty and increase search rankings for a number of key categories for 2 of the company’s flagship

e-commerce sites servicing the UK & Germany.

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STRATEGY: Building brand presence within the UK & Germany was identified as the top priority & the following methods were deployed to achieve the best possible outcomes: DOMAIN AUTHORITY - Identifying key publications with high domain authority (DA) to promote specific brand & product news. PR - Bi-weekly company news, product announcements, special offers etc. Press Release syndication across UK & Germany. CONTENT - High quality 1500+ word articles in English & German created around products, landing pages & seasonal events. SOCIAL MEDIA - Tailored posts|tweets syndicated to disperse selectively across owned media & other Social Media platforms. OUTREACH - High quality link acquisition through targeted blogger outreach and select media syndication. GRAPHICS - High quality Infographics used as link-bait - see example here

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COMPANY –

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CHALLENGES FACED: BRANDING - Lack of brand identity within UK & Germany. COMPETITION - Competing against well- established household brands such as Amazon, Curry’s and Argos in the UK and MediaMarkt.de, Amazon.de and Saturn.de in Germany. STAFF LOCATION - Key personnel located overseas. PLANNING - Overcoming logistical planning schedules. BUDGET - Building consumer awareness, loyalty and trust within the confines of strict budget control.

OVERVIEW: Alza are a European e-Commerce giant that was established around 1994. The company has gone from strength to strength and operates a network of websites across Europe, selling over 50,000 consumer products. It became a market leader in 2008 and has received several prestigious awards over the years in recognition of the quality service it offers to millions of customers. Turnover for 2016 was €643.97 Million. Digitalhound were appointed in July of 2016 to improve brand recognition, build consumer brand awareness, trust and loyalty and increase search rankings for a number of key categories for 2 of the company’s flagship e-commerce sites servicing the UK & Germany.