A focus on improving SEO helped DickiesStore.co.uk boost transactions by 36%.
The site for the Dickie’s UK work wear clothing brand caters to both corporate accounts and individual professionals looking for work gear. The brand worked with MediaVision to both revamp it’s search and social strategies to increase conversions on the site, which was performing well but was totally product-oriented. DickiesStore was looking to to connect with consumers with relevant content beyond the overalls, boots and safety jackets it sells, according to Sasha Reisler, partner development specialist with MediaVision.
“This concept had been floated for some time with [MediaVision] and in March this year, together with team re-structures on their end; they have been fully committed to assisting with rolling out all the required changes. Implementation was swift and the two teams formed a very good working relationship that really helped to deploy work smoothly. Naturally, seeing these results come in and having had a hand in making it happen is most pleasing—to both the client and us. Records being smashed week on week, month on month can’t help but please stakeholders,” says DickiesStore general manager Mark Tapper.
The first things that need to be done were reviving the DickiesStore blog, and breathing some new life in the brand’s Facebook page. Community engagement was driven through product give-aways and lifestyle related posts featured on the DickiesStore blog, Reisler says.
The social media plan was designed to increase brand awareness and credibility by building and nurturing the DickiesStore online community, steering the content away from just products and towards the consumer lifestyle. The blog now serves as the hub for the majority of content that is being shared through the social channels and aims to engage, entertain and educate the DickiesStore audience, according to Reisler.
Conversions and revenue have seen a big uptick as a result of the changes. Online sales targets had been set at 15% growth for 2012. Comparing visits from 2014 to the same period in 2012, DickiesStore has seen a 29% average increase. Transactions were also up by 36%, according to Reisler.
The brand’s search positioning has improved considerably, as well. DickiesStore also claimed the top ranking position for the “workwear” search term, and also claimed top spot for “Dickies” last November, outranking the official Dickies European site as well as the U.S. parent site for the first time ever, Reisler says.
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