Sienna X is a health and beauty company offering predominantly a wide and established range of tanning solutions. This includes tanning product and equipment along with accredited spray tan training for therapists. They are already the UK’s most used tanning brand for professionals (therapists). One of their business goals is to target the ‘stay at home’ mum enabling them to start their own enterprises and further building Sienna X’s professional market share.
One of the key challenges facing Keypart was understanding how to push their visitors down the engagement funnel. Keypart were not growing their online sales, even though visitor numbers looked good. Previous campaigns by other online marketers had only focused on clicks through to their website. The lack of transparency meant they were unaware how their business was being affected by their SEO strategy.
This raised the following questions; What are Keypart’s audience looking for? What drives their audience? What will motivate them to buy from a website?
At Urban Media we will always focus on sales conversions rather than click-through rates. To reverse the trend of getting visits and not sales, Urban Media extensively researched the Keypart audience in order to understand what their motivation was and what would drive them to purchase. With this information, a robust SEO strategy was formulated and implemented. Keywords that provided a buying signal were identified and those keywords were worked on to improve Keypart’s website rankings for them.
77.4% of key phrases on page 1
11.9% increase in conversions in a year