Sustainable.co.za

Sector:

Online retail

Target Market:

Sustainable.co.za is an industry leader in South Africa, selling sustainable goods to consumers looking to install eco-friendly products in their homes or offices, ultimately reducing their impact on the environment.

Problem/ Brief:

When they signed up with us, Sustainable.co.za had already established themselves as leading providers of eco-friendly energy products in Southern Africa. Unfortunately their website presence, revenue and traffic volumes did not reflect this status.
The brief from Sustainable.co.za was to increase quality traffic to the site, so that their status as South Africa’s number one eco-store would be reflected online. There were many lower quality stores dominating the search landscape and we needed to reverse this in order to make a bigger impact on the South African population in the face of spiralling energy costs.

Solution/ Strategy:

We started formulating our strategy by researching the online search behaviour in Southern Africa and highlighting the opportunity clearly. We analysed the previous website’s conversion rate, as the traffic generated had little bearing on the sales generated through the site. This was seen as a major stumbling block.
This opportunity was then mapped back to the website, ensuring that the onsite optimisation was the best in the market. We made improvements to the onsite content and structure, and then deployed online PR strategies with almost instant success.

Changes were also made to the existing Paid Search campaign to increase the overall quality score for campaigns, reducing the cost per visit which in turn increased the overall traffic from PPC.

Rationale/ Reasoning behind this Strategy:

MediaVision’s conversion analysis involved identifying key pages with a high bounce rate, optimising these pages and finding ways to optimise other individual pages for top conversion rates. We also applied our knowledge of e-commerce websites and the necessary tools to use for maximum conversion, and implemented numerous changes to both the site’s content and design.

We took a hands-on approach to the project and analysed Sustainable.co.za’s entire sales process, from lead to sale, including offline enquiry follow-up strategies. This meant we could recommend new processes and procedures, which were then implemented by Sustainable.co.za; this proved to be extremely useful and resulted in a superior conversion success rate.

Timeline:

Traffic after three months:

After three months of SEO implementation, the client’s website showed immediate signs of improvement as overall traffic to the site had increased by 130%.

Traffic after 12 months:

As of May 2010, after 12 months of SEO implementation, overall traffic to Sustainable.co.za had improved by 1,060.62%.

Monthly Revenue after 12 months:

We also implemented conversion analysis and strategies which led to an increase of over 1638% in revenuewhen comparing June 2009 to June 2010. Organic search increased by 990.83% while direct traffic increased by 838.35%.

Result:

MediaVision achieved a remarkable 1638% increase in monthly turnover for Sustainable.co.za in just 12 months of collective SEO, PPC, CRO and affiliate strategy work. Our strategies helped Sustainable.co.za not only thrive in organic search, but also to become a household name and the first port of call for sustainable energy customers around the country.

Sustainable.co.za is now a clear leader in South Africa’s sustainable energy industry and is even looking to expand its services internationally!

Client Response:

“MediaVision has been inspirational in allowing us to expand our online business to unsurpassed levels over the past 12 months. Not only were they able to expand our business in a highly competitive market but it was a pleasure to work with such a professional team, both transparent and efficient.”

- Zeke Murphy, Director