Problem
Our client – the online bookstore specializing on rare and small print run books faced several problems. Here are the main ones:
- Low organic traffic – due to the high competition with major marketplaces, assortment and insufficient search engines visibility.
- Poor user experience – the website itself was visually obsolete and not optimized for users convenience which interfered with visitors engagement and visitor-to-customer conversion rate.
- Lack of content automation – book descriptions, reviews and metadata often were out of date or incomplete with low ranking in search engines as a result.
- Authoritativeness – many rare books reviews and descriptions were going out without authorship signatures and E-E-A-T attributes required for Google search.
- Navigation issues – it was difficult for visitors to find books they were interested in, which provided a negative impact upon the experience of users and reduced likelihood of purchases.
A comprehensive approach to website improvement with emphasis on SEO, conversion elements and user experience was required to quit this stagnant situation
Solution
To solve the aforementioned problems Web Promotion elaborated and implemented a number of efficient strategies and tools.
- Website redesign and usability improvements. We performed complete and thorough revision of the site visuals, improved its structure and made the navigation more intuitive. All changes were aimed at the users’ convenience which helped to mitigate bounce rate and prolong the average time spent on the website.
- Automatic content generation. To boost content relevance we have implemented an automatic generation system for book descriptions, reviews and other metadata based on templating, reference literature sources and UGS content. All modifications and updates were carried out considering data actuality to comply with search queries and increase pages relevance in search results.
- Website speed optimization. We provided a good speed up of the website’s pages with caching and server capability optimization. Not only it provided more convenient and fluent experience using the website but also positively affected the website search engines positions as Google actively considers page loading speed as a ranking factor.
- Website navigation and commercial elements. Additionally we reworked and optimized website’s navigation using Google Analytics and visitors’ paths data as well as cohort purchase analysis. All these measures made the path between book and buyer much shorter and raised the conversion rate. Additional commercial factors such as various in-store promotions, recommendations, cross-sales and reviews were also implemented.
- External links and mentions engagement. To uplift the website’s authoritativeness and visibility for key search queries we carried out several campaigns for links engagement through articles, press releases, forums (crowd links) and mentions on other platforms. The website’s visibility hit a whole new level and organic traffic flow was significantly increased.
Result
After all the changes were successfully implemented our client’s website has displayed some impressive results:
- Traffic growth. In 11 months after all the improvements were made the organic traffic has surpassed 100% growth. This has been made possible due to the successful realization of SEO strategy aimed the optimization and content quality
- Conversion rate increase. The conversion rate has gone up 32% due to online bookstore redesign and improved navigation. Implementation of additional commercial factors such as compilations and promotions has also made a great contribution to the increased number of purchases
- Users’ engagement boost. Average website session duration has doubled. Users are showing much more interest in books and spending a bigger amount of time browsing the website thanks to competently selected thematic compilations and an improved catalogue structure
- Organic mentions and references. The number of website’s mentions in articles, press releases, publishing business forums and platforms has greatly increased. This results in the website’s authoritativeness growth and search engines ranking improvement
- Increasing the number of authors. After the project realization the publishing house has begun an active cooperation with new authors which helps to greatly expand book assortment and stimulate high interest in the products of the online bookstore
- 13 896 Total users
- 2021 April Start point
- 11 months Period of promotion
- 225 % Increased organic traffic
- 02:51 Average session duration
- 12,3 % returning visitors
- 13 896 Total users
- 2021 April Start point
- 11 months Period of promotion
- 225 % Increased organic traffic
- 02:51 Average session duration
- 12,3 % returning visitors
We do SEO promotion for search engines well and inexpensively. The main objective of promotion of sites and portals consider bringing the web project to the level of stable growth, visibility and the search for Yandex and Google.
We do SEO promotion for search engines well and inexpensively. The main objective of promotion of sites and portals consider bringing the web project to the level of stable growth, visibility and the search for Yandex and Google.
Resume
Promotion of the online bookstore on the USA market has been a success due to a comprehensive approach that includes SEO strategy, website redesign, usability improvements, contend optimization and external promotion. Despite the assortment of rather niche products and high competition, the organic traffic has shown more than 100% growth and the conversion rate has increased by 32%. Users’ engagement has also greatly improved and the number of cooperating authors has increased 2-fold. Today the website is continuing to improve and we’re expecting it to demonstrate further successful results.
10/04/2025
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