Case Study - Victoria Green

Victoria Green engaged Sea of Dots to create a new e-commerce site for the re-launch of the brand with a new premium product range. 

    THE BRIEF

    Victoria Green is a UK based brand of makeup bags, wash bags and vanity cases. The company had recently undergone a re-brand and was set to launch a new collection aimed at females aged 35+ who are interested in organisation.

    Victoria approached us with a brief to create a website which would tell the story of the brand, showcase the unique design aspects of the products and serve as an effective 'direct to customer' sales channel.

     

    OUR APPROACH

     At the outset of this project, we pinpointed the key marketing messages in order to support the goals of the site. In addition we undertook an SEO audit which highlighted the position of the brand in the marketplace and opportunities in search terms. Both the SEO research and the key messages were used as the basis with which to create a site which highlighted the unique nature of the new product range and to develop an optimised sales channel.

    Homepage

    • To create an impact aimed at the target audience, a series of lead lifestyle images were commissioned for the homepage
    • Navigation was structured based on the findings of the SEO with additional signposting to new lines and best selling lines
    • A series of graphics were created to illustrate the USP elements of the brand and the 'Liquids Promise' proposition was highlighted to target frequent flyers, a key sector of the customer base
    • Details of publications where the brand had featured were added to give validation to the brand
    • Newsletter integration in order to grow audience database

     

     Collection Page

    • Collections created based on findings of SEO audit 
    • Optimised content added to serve landing page requirements
    • Filters created to assist with user navigation

    Product Page

    • Optimised product descriptions were added with in depth descriptions of both the functionality and specifications of the product
    • Infographics were created in order to communicate the innovative features of each product
    • Multiple images featuring key details were added to ensure a high conversion rate and a low returns rate
    • Products benefit from Shopify's Venue theme which offers a sticky cart section allowing an increased conversion rate
    • Integrated review platform to feature latest customer feedback at top of listing

     

    'Why Victoria Green?' Page

    Due the premium position within the marketplace it was agreed that a page focused on why the customer should value a Victoria Green product over a competitors should be developed. This page was added to the lead navigation bar and served as a promotional page shared through social channels and direct mailouts. 

     

    Blog Content

     

    Following the launch of the e-commerce site, Victoria asked us to create a schedule of blog content in order to support growth of brand awareness, enhance SEO and drive traffic to the site.

    Using the initial SEO audit as a starting point, we developed the report further to examine opportunities for the brand. The result was a series of themed blog posts each with a key brand objective.
    • Blog post - Which is the best wash bag shape for you? designed to embed SEO into the site
    • Blog post - 5 Travel Bloggers to watch in 2020 designed to increase brand awareness within the travel sector

     

        • Blog post - Know Your Hand Luggage Liquid Allowance designed to increase inbound organic traffic
        • Blog post - Why I choose to take Victoria Green on holiday with me designed to increase brand awareness with User Generated Content

         

        THE RESULTS

        'Sea of Dots have been a delight to work with, providing our brand with a professional platform to showcase our collections, which has been an amazing boost to our online sales' Victoria Green, MD of Victoria Green Ltd

        • Victoria Green positioned as the market leader for beauty bags in the beauty sector
        • Brand awareness was achieved with a 8 fold increase in branded search terms
        • Traffic to the site has exceeded expectation with a 220% uplift
        • Sales increased through the channel achieving targets with an increased conversion rate

         

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