020 7873
2476
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Tel. 020 7873
2476
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COMPANY –
e-COMMERCE CASE STUDY
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.
STRATEGY | SOLUTION:
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
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.
&
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)
fig.1 - Germany
2021 Digitalhound London
*44.89% INCREASE IN SALES REVENUE
*32.9% INCREASE IN AVERAGE ORDER VALUE
*38.81% INCREASE IN SEARCH TRAFFIC
REVENUE - GERMANY
REVENUE - UK
SITE USAGE -
USER SESSIONS
AVERAGE ORDER
VALUE (AOL)
SEARCH TRAFFIC
UK -
+ 38.81%
Germany -
+ 13.06%
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