Using in-depth product optimisation to increase The Rose Gallery’s website revenue by 197.46%
Rose Gallery is a Northampton based Fine Art Gallery who deal in limited editions and original artworks from many of the UK’s bestselling artists. From their conception more than 20 years ago, Rose Gallery has grown to be a space that hosts exhibitions and works with local artists to give a platform. They work to be a place where art is accessible, connecting art lovers with beautiful works.
CLIENT
Rose Gallery
SERVICES
PPC, SEO
INDUSTRY
Retail
LOCATION
Northampton
Project Brief
The Rose Gallery came to Zinc Digital from another agency, which wasn’t delivering the customer service and results that they were looking for. With an existing PPC account that was beginning to deliver, they knew that there was potential for their site in the organic space, but wanted to see bigger and better results.
- Bring new online sales to The Rose Gallery
- Increase brand awareness and traffic online
- Work with a constantly updating product catalogue
- Improve visibility for products and collections
The Challenge
When they came to us, Organic Search wasn’t a top performer for The Rose Gallery. They used Shopify as their eCommerce platform, which may need a different approach to some other CMS options. With this in mind, Zinc were prepared to begin the SEO strategy from scratch to get the results we knew were possible.
Challenges are an opportunity to test you and rise to the next level
The Solution
With the understanding that The Rose Gallery’s site was an unknown entity to our team at this stage, we completed an SEO audit to search for technical concerns that could have been a block. Through this, we were able to gain an idea of the keywords that were previously being targeted and develop a more focused strategy around higher-conversion keywords. We then turned our attention to the content itself. With many product pages, artist bios, and collections, there was huge potential for a content strategy that could convert. We took a systematic approach, improving keyword density, implementing technical SEO fixes and enriching the content on these pages.
- Site health audit
- Technical SEO fixes
- Product Optimisation
- Content review and optimisation
Data-Driven Search & Shopping
The Rose Gallery already had some success from their Google Ads, but we knew that there was plenty of potential for improvement in the strategy that was in place. Our team analysed the eCommerce data, in order to understand which products were the most popular and the most profitable. We then segmented the Shopping Campaigns, to eliminate products that were wasting spend.
We then focused on optimising the feed for the remaining products, ensuring that all key information was included and optimised to enable Google to deliver the ads to the most relevant audiences.
Alongside the Shopping Ads, the Zinc team were maintaining Search Ads, which enabled us to capture potential buyers at both the research and purchasing stages. This, alongside the other marketing efforts, allowed The Rose Gallery to be present at multiple touchpoints, leading to further assisted conversions.
Keyword Focused Optimised Artist and Collection Content
Keywords are the building blocks of any good SEO strategy. The site was previously not targeting keywords that were relevant or conversion focused, so we implemented an entirely new set of keywords that were chosen to fit this brief. With a huge variety of artists and many collections, the detail pages were a perfect opportunity to enrich the site with keyword dense information that helped to target customers who were looking for the style of products that The Rose Gallery sourced. With the data from our keyword research, we knew exactly what potential customers were searching for and made sure that they were able to find the information they needed. We implemented technical SEO strategies such as including product schema and improving the metadata and link structures to make these pages easily discoverable. This helped from a technical point of view, and we then added in Heat and Click mapping to gain insight for a better converting page design.
Full Site Re-Skin
With the data from the Heat and Click mapping, the Zinc team worked closely with the Rose Gallery to redesign their site to maximise the conversions. Their previous site looked dated, and made it difficult to see the full range of products. Alongside this, the client was interested in refreshing their brand colours. As the site was on Shopify, the team sourced a theme that could be applied to The Rose Gallery's site without the need for a full rebuild, saving time whilst adding significant improvement in functionality. We chose a theme that was bright, clean, and offered much opportunity to display the artwork in its full aspect. With many artists and styles available, we added an improved mega-menu to make it simple for users to navigate the site and discover new artists. We then added eCommerce features, such as a popup upon exit, to encourage customers to convert, and a 'recently visited' tracked, to enable customers in the browsing stage to keep track of art that they liked. Knowing that a key USP for The Rose Gallery was their experienced team, we also added an 'ask an expert' button on product pages, to encourage potential customers to reach out with questions.
The Results
Through our work with The Rose Gallery, the Organic Search work on the site has gone from strength to strength. In the time, the overall keyword visibility has increased by 33%, which has led to an increase in organic users of more than 40%, year on year. Through the use of conversion-focused keywords, the organic revenue has also seen a drastic increase of 55%. Zinc Digital works with The Rose Gallery on both their paid and organic marketing, but our goal is always to ensure that organic is able to be as successful, if not more, as paid marketing. SEO is now the highest performing digital marketing channel used by The Rose Gallery.
85.14%
increase in users, year on year
46.8%
increase in organic revenue
78%
of focus keywords on the first page
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