SEO

In 12 months we increased organic revenue by over 100%

spectrum collections core collection
Spectrum Collections is a globally recognised brand for its stunningly vibrant makeup tools and accessories and out-of-this-world collaborations.

The Challenge

The premium quality vegan and cruelty-free brushes that shot the business into the stratosphere have become a cult product, but their website wasn’t performing to its full potential.

As performance marketers, this is where our team comes alive.

On first impressions, spectrumcollections.com was a well-built, fully functioning and shoppable website; it made identifying problem areas for the Spectrum squad difficult. But from an initial audit run by our team, we uncovered a large amount of search volume that Spectrum Collections were missing out on.

After a 30-day sprint of optimisation we were already experiencing big wins. For example, the newly optimised Brushes collection page had an increase in organic revenue of 568%, and the new Outlet page generated 3,300 page views in less than a month.

The challenge now was to build on this impressive start.

Our Approach

We prioritised solving technical issues and protecting the top-performing pages, but the magic of the project comes from continued optimisation.

A common theme for e-commerce websites with lots of product listings is duplicate URLs, cannibalisation and site structure issues. It’s a recurring problem that has a big impact on organic performance. So this is where we channelled our energy.

To increase traffic to the website (a quick win to raise the number of transactions), we also identified opportunities for growth, i.e. areas of the website with high-ranking potential and high levels of search volume, that using in-depth competitor/content/SERPs analysis to inform our strategy, would have the greatest impact on organic activity.

We poured ourselves into the ongoing organic activity and strategy proposed, and the results, well they speak for themselves.

The team at Foundation are a joy to work with. Their genuine passion for the industry and our brand has helped us grow our organic traffic. They’re always in sync with our business needs and adapt their way of working to what’s best for us. We’re excited to be working with these beauty experts on our future growth opportunities.

- Amy Lyddon, Digital Marketing Manager

The Results

+103%
organic revenue
+51%
transactions
+35%
conversion rate

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