Case Study
Billiard Factory
Supporting a home enterntainment retailer grow their organic visibility and demand acquisition channel long-term.
The Goal
Increase organic search vibility, sales and revenue
How We Did It
Strategic organic search improvements for high-margin product category and product pages
We identified core product categories in terms of margin and revenue and created a clear roadmap that would specifically target commercial and transactional intent search rankings with potential to generate high quality traffic and sales.
Product
Strategy:
About Billiard Factory
The Billiard Factory was founded in 1975 by Larry Stick as a single store on Telephone Road in Houston, Texas. Over the past four decades, the Company has expanded through both organic growth and opportunistic acquisitions from a single store with four employees into one of the nation's largest billiard and game room furniture retailers. Today, the company consists of 13 retail stores, multiple distribution centers and many dedicated employees.
Support the client through two CMS migrations, minimize traffic loss and ensure consistent organic growth
Billiard Factory was looking for a partner that would help them navigate two major website CMS migrations (Magento 2 and eStoris) with one clear goal: Maintain organic sales numbers and capitalize on new CMS capabilities to grow it even more.
- Minimize traffic and sales loss during migration (-15% max)
- Ensure consistent traffic growth post-migration (+25% in organic conversions)
- Improve website user engagement with new website and CMS
Customer-centric website optimization with focus on technical debt cleanup and continuos website SEO that drives growth
Hirudo Digital spearheaded the core website structure plan along with the supporting development agency to ensure that CMS transition will be seamless and enable the client to leverage the new website capabilities for expanded marketing initatives.
Revamped website navigational structure to match user behavior and funnel
Optimization of core product categories and products for higher organic rankings
Product data feed optimization for maximum free and paid shopping listing performance
Overseeing paid search campaign performance and strategy
The result
Organic conversions rose 74.56%
In a period of six months after migrating to the new CMS the website saw significant increases in both organic traffic and conversions.
Ready to See Real Results?
Connect with us to get started on your own marketing success journey.