Browns Family Jewellers
Challenge
Browns already had a strong relationship with some regular in-store customers, however, we wanted to transpose this online. To do this, we first aimed to make both physical and online stores more efficient and integrated, ensuring there was a seamless flow of high-quality level customer service across both channels of customer interaction.
Once addressed, the next challenge the business wanted to tackle was to use a host of digital marketing techniques to organically entice and convert online visitors into paying customers.
Approach
We began by integrating Browns’ Magento e-commerce website with Pursuit, via our bespoke, in-house solution and then also integrated our V12 module, later transitioning to our Novuna Finance module.
Browns invested in SEO to organically expand the company’s online occupancy over a period of time. This consisted of ongoing technical checks and optimisation to meet the strict and interchanging criteria set by Google and other search engines.
We continued to support SEO activities with PPC campaigns that zoned in on high-value search terms to increase website traffic and comprehensive brand awareness. Our focus then shifted to conversion rate optimisation (CRO) and user experience (UX).
Solution
To ensure we could achieve all of our goals, we set out the following aims and objectives:
- Streamline stock management so uploading new products to the website takes a matter of minutes rather than days through automation.
- Integrated our V12 module, later transitioning to our Novuna Finance module, to enable online retailers to offer different finance paying options to customers, without the added workload of creating unnecessary administrative weight on the business’s team.
- The continuation of creating regular content targeting specific keywords in the form of landing pages, blog posts and outreach articles.
- Secure growth internationally through SEO with PPC campaigns that zone in on high-value search terms to increase website traffic and comprehensive brand awareness.
- The ability to shop in different currencies and ship to different countries to satisfy overseas customers, and implemented changes to the homepage and landing pages in order to create an engaging and impressive customer experience.
- Conversion rate optimisation (CRO) by improving the user experience (UX) of the site.
Goal
Improved keyword rankings
Consistently appeared in first position on Google SERPs for competitive keywords.
Increased blog traffic
Created blog content that drove almost 180,000 visits over 12 months.
Generated global reach
Began selling products in global currencies to buyers across the world.
Increase in organic traffic
Over 6 months of consistent SEO work, organic traffic increased by an outstanding 175%
Client Testimonial
Emrise have been an incredible partner for us to work with. They completed a large and complex piece of work for us to integrate our website with our stock management system. Not only was this build completed accurately and on time (and on budget!), but they did it with such knowledge and professionalism they were able to ease what could have been a very stressful period.
Amy Berry
Head of E-Commerce - Browns Family Jewellers
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