Diamonds Factory (eCommerce)

Overview

• eCommerce division of diamond jewellery manufacturer called Navgrahaa Jewels
• Popular in UK because jewellery retailers are concentrated in Hatton Garden, which makes online purchase a preferred option for most people
• Joined them for managing all marketing activities; with involvement in eCommerce operations

Fixing the Agencies

• External agencies were being paid hefty amounts, especially for SEO
• Realized that most rankings resulted from black hat techniques
• Brought SEO in-house within a month, eliminating spam and saving money in retainers

Maximizing eCommerce Conversions

• Website analytics revealed an alarming 80% cart abandonment rate!
• Maximum drop-offs were happening at the login/register prompt
• Immediately worked with the in-house tech team to implement a guest checkout module
• Cart abandonment came down to 38% within a week of introducing this change
• Visible increase in sales with the same inflow of website traffic – better conversions

Diversifying Website Traffic Sources

• Diamonds Factory was relying heavily on Google AdWords, which accounted for 99% sales
• Activated new channels of sales in the form of social media and affiliate marketing
• Created product-centric social media campaigns, which led to intent-heavy web traffic
• There were times when we received orders as Facebook comments or messages directly
• Cultivated healthy relationships with publishers and blogs on wedding planning and fashion
• Worked on a per-sale commission basis, which was much cheaper than Google AdWords
• Visibility on such ‘affiliate marketers’ also helped in brand building and off-page SEO

Expansion to More Geographies

• My marketing efforts led to a visible spike in sales along with better profits
• Expanded to other European countries like France, Germany and Ireland
• Replicated the catalogues with localization and translation of website content
• Set-up a dedicated online store for the US, and very soon, a physical store in New York

Revamping Customer Experience

• Led a team of UI designers to improve the customer journey on Diamonds Factory
• Laid the foundation of an entire UX revamp across all websites and geographies
• Re-launched the website along with re-branding to a fresh logo and brand palette

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