Introducing DTC Insights - UX & CRO learnings from real purchases
Edge of Ember engaged us to rethink their site architecture, content strategy & to create content briefs to support their internal copywriting team. Post iOS14 the brand chose to decrease paid social spend & to invest in content to drive TOFU traffic.
Our work drove a YoY uplift in organic traffic, coupled with a 146% increase in assisted conversions across all other channels. We also reported an uplift in the average time users spent on page of 2.31 minutes across all optimised content pieces.
Edge of Ember’s information architecture was hindering their ability to distribute their overall domain authority throughout the site effectively. A number of key pages were 4 clicks away from the homepage (or not linked at all) which meant that Googlebot was finding it difficult to locate & index them. We implemented a flat architecture to maximise crawl budget & ensure both users & search engines could reach any page in 3 clicks or less.
We conducted an in-depth keyword, competitor, & content gap analysis to identify quick win / longer term target keyphrases, whilst also mapping out educational topics that users were actively searching for online. The content pillars we implemented combined trend-led pieces, how-to’s & capturing search queries in relation to birthstones & jewellery symbolising special occasions / meaningful events in people’s lives.
We implemented content hubs onsite to improve UX by serving content that was easy for both users & search engines to find. We also connected hub pages & subpages using relevant internal links to help build semantic relationships between the content to boost topical authority. Strategically linked pages in a content hub all benefit from each other's backlinks due to how PageRank works.
To ensure Edge of Ember was creating best in class content across PDP’s, collections & blog pages ( both from an editorial & technical markup perspective), our copywriting team wrote content briefs which provided a detailed structure for each page; including target keywords, H1, H2, H3 markup, anchor text placements & internal links to ensure the content met all SEO best practices.