Fresh Egg Case Studies

Fresh Egg: Case studies

Target keyphrase: Glasses

CASE STUDY: SelectSpecs.com

Category: Retail
Project Type: Internet Marketing

About SelectsSpecs.com

SelectSpecs is a leading online glasses retailer offering one of the largest selections of affordable prescription glasses and designer sunglasses, competing with high profile companies such as Glasses Direct and Specsavers. The company supplies glasses for lower prescriptions, but also the higher ranges that are normally extremely expensive.

The Challenges

SelectSpecs was looking to maximise sales by driving visitor traffic to their e-commerce website and improve brand visibility online. With an existing Pay-Per-Click (PPC) strategy in place within a competitive keyword market, SelectSpecs wanted to make its online marketing strategy more cost-effective by using Search Engine Optimisation (SEO) to gradually reduce reliance on PPC and improve rankings, traffic and sales from organic search. An additional challenge required promoting the "World's Cheapest Prescription Glasses" campaign, where SelectSpecs was able to offer a range of prescription cheap glasses for £5.

We were happy to help and couldn't wait to show SelectSpecs how effective SEO can be...

The Solutions

We created an ongoing SEO campaign to position SelectSpecs among the first pages of Google for generic keyword terms such as 'glasses' and increase traffic from 'long tail' search terms, which are more likely to convert to sales.
A blog was added to the site allowing SelectSpecs to communicate with customers, promote special offers and offer tips and advice, all of which increases traffic to the site.
We created a social media strategy containing guidelines and recommendations for using forums, blogs and social media sites such as Twitter to build brand awareness, enhance customer service and increase customer retention. To promote the £5 prescription glasses offer, we devised an online PR campaign utilising articles, releases to authoritative money-saving and glasses-related blogs and web sites, as well as distribution services for releases incorporating embedded video and other Social media channels such as Twitter.

The Benefits

Since the campaign started in November 2008, real and tangible results have been achieved. Visitor traffic from organic search has increased by 233% since January, generating a Return on Investment of 1551% for SEO. During this period, SelectSpecs has reduced their PPC spend by more than 60%.

SelectSpecs now also enjoys position 2 ranking on the first-page of Google for the generic keyword term 'glasses', alongside strong positions for thousands of 'long tail' keywords.

Our Happy Client Says it All:

We're definitely starting to feel the impact of the SEO now and CPC (Cost-Per-Click) spend is also down which is great news considering where the UK/ US exchange rate is right now - I think we are beginning to think about backing away from Adwords in the not too distant future. It's not just the extra traffic that's important though, I think SEO is great for overall brand awareness. To type 'glasses' into Google and to see us at the top makes us more authoritative in the glasses market.
James Prince, Creative Director, SelectSpecs.com

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