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MADISON HEART OF NEW YORK
SEO MEDIA CASE STUDY

 

PROJECT SUMMARY


R.O.I Digital was approached in February 2016 to help turn around the fortunes of Madison The Heart of New York. As part of R.O.I Digital’s efforts, their three person SEO team conducted a full technical and performance audit to identify areas of the site hindering performance.


 


The audit outcomes and recommendations had two main focus areas: (1) To ensure that the Madison of New York website follows SEO Best Practice Guidelines and (2) to Increase organic conversions to assist with the growth of organic revenue. With the audit complete the team started on the more practical implementation side of things to get the site up and running. Debugging and usability testing was quickly followed by the re-launch of the Madison The Heart of New York website on the 3rd of March 2016.

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MADISON
THE CONCEPT

R.O.I DIgital’s relationship with Madison started while they were planning to expand their online presence. The client formed part of R.O.I Digital’s new eCommerce initiative called eComplete, and it was each department’s job to audit, recommend, plan and run campaigns to improve revenue and sessions. The SEO team had a big job on their hands as the Magento CMS was an unfamiliar platform for them. Added to this, the online footwear industry is very competitive in South Africa.


 


Our process had two main focus areas; ensure that the website is following SEO best practise guidelines and increase conversions to help with the growth of organic Revenue.



OBJECTIVE 1
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  • Set up online
    store to best
    SEO practices

OBJECTIVE 2
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  • Increase % of new
    organic visits to the
    website.

OBJECTIVE 3
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  • Increase % of
    organic revenue
    generated

MADISON
MONTHLY STRATEGY

Having a clear understanding of the social media marketing goals, the team came up with the content pillars that would fulfil the above objectives. These then dictated the content marketing plan month to month. These would be tailored for sales, promotions and seasonal occasions.




Content Calendar Planning —> Content Writing & Design —> Client Sign-off —> Content Upload & Scheduling —> Promoted Content Setup —> Community Management/Tracking/Analysis
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THE EXECUTION

 


Our discussions started with Madison in February 2016. The client wanted us to help him improve his traffic and revenue as he wanted to expand his online presence. The SEO team audited the whole Madison website to identify the most critical SEO elements that would need to be addressed first. The technical health and user interface of Madison was not ideal, so we executed our SEO recommendations and started with the basics. This included adding meta data information, installing heat mapping and video recording software (for heat mapping purposes) and tweaking the store database with new filters and attributions.


 


The site was relaunched on the 3rd of March 2016 and we implemented eCommerce tracking in May 2016 in order to track revenue data.

THE RESULTS

Our strategy helped improve the average daily click rate, revenue, new sessions and new users, and ECommerce Conversion Rate (CR). (MARCH 2016 vs OCTOBER 2016)

Sessions

%

INCREASE

ECommerce CR

%

INCREASE

Revenue

%

INCREASE

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