In the competitive world of online retail, establishing a strong digital presence is crucial. For premium brands, this challenge is even more pronounced, as they must not only attract visitors but also build trust to facilitate high-ticket sales.
Seen Opticians, an independent eyewear retailer based in Manchester, faced this very challenge. Let’s explore how they leveraged influencer marketing on Instagram and on-site SEO to achieve remarkable results.
The Challenge: Building Trust for High-Value Products Online
Selling premium products online comes with its unique set of challenges. Consumers are often hesitant to make high-value purchases online, especially from brands they’re unfamiliar with. Seen Opticians, with its range of premium eyewear, needed to not only increase traffic to its website but also establish trust and credibility among potential customers.
The Strategy: Influencer Marketing & On-Site SEO
Seen Opticians adopted a two-pronged approach:
Influencer Marketing: They focused on the brand Garrett Leight and collaborated with five influential bloggers that resonated with the brand’s ethos. These influencers were provided with Garrett Leight frames, which they showcased on their platforms. Through guided social media and blog-based content outputs, Seen Opticians tapped into the influencers’ audiences and also generated valuable backlinks to boost their website’s SEO.
On-Site SEO: Alongside influencer marketing, Seen Opticians implemented various on-site SEO techniques. This included enhancing user experience, refining product collection page details, and consistently producing high-quality content that engaged visitors.
The Results: Impressive Growth in Traffic & Revenue
The combined efforts of influencer marketing and on-site SEO yielded impressive results:
Instagram Audience Growth: Almost 25% growth, showcasing the brand’s increasing popularity.
Traffic Boost: A 70% rise in overall website traffic in the first half of 2018 compared to 2017. This included a 75% increase in direct traffic, a 145% rise in traffic from social channels, and a 60% boost in organic search traffic.
Revenue Uplift: The increased traffic, combined with a nearly 50% increase in conversion rate, led to a staggering 156% rise in online revenue.
Our Analysis
Seen Opticians’ success story underscores the power of combining influencer marketing with robust SEO strategies. By collaborating with the right influencers and optimizing their website, they not only attracted a larger audience but also built trust, leading to significant revenue growth.
For Shopify store owners, this case study offers a blueprint on how to effectively blend influencer outreach with on-site optimizations to drive both traffic and sales.
