Digital Reinvention of a Custom Luxury Fireplace Manufacturer

Problem Statement

In the wake of unveiling their revamped website in Fall 2019, the custom luxury fireplace manufacturer faced a myriad of digital challenges. The new site, although modern and geared towards lead generation over e-commerce, witnessed:

  • Decreased sessions, user engagement, and goal completions.
  • Increased bounce rate. – Reduced average ranking position, CTR, and website clicks.
  • Outdated and inconsistent content on product pages.
  • A lack of SEO best practices, elongated or missing case studies, missing photo galleries, and elusive CTAs.
  • Absent robust brand messaging.

Goals and Objectives

The primary aim was to mitigate the emerging challenges after the website migration, enhance brand messaging, and increase user engagement metrics.

Objectives included:

  1. Boosting sessions and user engagement.
  2. Reducing bounce rates.
  3. Improving SEO rankings and overall visibility.
  4. Streamlining and optimizing product page content.

Strategies and Tactics

To achieve the set goals, the following strategies were implemented:

  1. Content Overhaul: Refreshed content across multiple Wood, Gas Fireplace, and Outdoor product landing pages.
  2. On-page optimizations (OPO): Including tweaks in header positions, content structuring, and metadata enhancements.
  3. User Experience Enhancement: By repositioning the product gallery for immediate visibility and integrating highlighted fireplace project case studies.
  4. SEO Best Practices: Introduction of bulleted lists, streamlined content, and other tactics for easy content assimilation and improved search engine performance.

Results and Metrics (April 2020 vs. March 2020 for the Products Section)

  • Sessions: Experienced a robust increase of 34.96%, a boost of 811 (3,131 vs. 2,320).
  • New Users: Uplifted by 36.31%, a gain of 679 users (2,549 vs. 1,870).
  • Bounce Rate: Diminished by 3.66% (43.02% from 44.66%).
  • Average Session Duration: Grew by 6.34%, adding 8 seconds (00:03:19 vs. 00:03:08).
  • Goal Completions: Saw a 24.76% rise, amounting to 26 extra leads (131 vs. 105).
  • Revenue Impact: An impressive additional revenue of $38,856.64, given the 2020 YTD lead-to-order ratio of 8%, which led to two sales.
  • Goal Conversion Rate: Noted a 7.55% dip (4.18% from 4.53%). However, the upsurge in traffic and other KPIs provided a positive overall perspective.

Conclusion and Learnings

The systematic approach to redefine the online presence of the custom luxury fireplace manufacturer yielded encouraging outcomes within a short duration. The meticulous strategy, coupled with precise execution, bore fruit in the form of improved KPIs and tangible revenue benefits. The journey underscored the significance of continuous digital enhancement, shedding light on the importance of marrying aesthetics with functionality and robust content strategies.

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