Postie is a New Zealand icon. In 2019, they will celebrate their 110th birthday and they have been one of New Zealand’s leading clothing retailers throughout that time. Known and loved throughout the country, Postie have been working with Digital Hothouse for over 5 years. During that time, we have seen a whole host of changes to the way search results are displayed for e-commerce brands and it’s been down to Digital Hothouse to ensure Postie move with the times and remain a strong player within the New Zealand market.
(The) Goal is to turn data into information and information into insightsCarly Fiorina Hewlett-Packard, Former CEO
Over the past five years, Postie have faced a number of challenges. The rise of overseas brands such as Next and Marks and Spencers, offering free or cheap delivery to New Zealand coupled with a strong domestic market has put pressure on the search results. Couple this with the huge changes made by Google over this time and it all adds up to a hugely changing landscape for e-commerce sites.
118 % growth in revenue from organic traffic
20 X ROI from organic traffic
After a couple of lean years, despite strong rankings, we sat down with Postie and their development agency, the fabulous Blackpepper, and put a plan in place to change things around. Despite driving a high volume of traffic from organic and paid, customers simply weren’t converting.
This needed to change in order for Postie to push on to the next level.
We worked with Blackpepper and the Postie team to implement a raft of changes to the website with a focus on conversions. These changes also had an SEO focus and we were able to add new features to the key category landing pages which would allow us to optimise the content better and ensure we were driving the right type of traffic to the site.
As well as improving the online experience, Postie also focussed on their brick and mortar stores. This was great for us as we knew that the Local SEO space was one that Postie needed to be more visible. We conducted a full audit of their Google My Business Listings for all 80+ stores and discovered plenty of opportunities for improvement. Whilst we are still only just starting to see the benefits of this work, local SEO is going to be a driver of online traffic as well as footfall to key stores around the country.
If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.Jeff Bezos Founder, Amazon
Moving forward, we are continuing to work with Postie and Blackpepper to improve the customer journey through the site. Improved filtering options, a speedier checkout process and a focus on the mobile experience are all part of the FY19 Strategy. Couple this with our continued focus on local and we are on track to smash revenue targets once again in 2019.
If you are looking for an agency that makes a real difference to your bottom line, give us a call and let us put a strategy in place that can make 2019 your best year yet.