From specialist provider to eight-digit exit.
Even before our involvement, the online retailer Gartenmoebel.de appealed to a select audience with their premium rattan-effect furniture. Yet during peak season in particular, the company was not achieving its potential. The online shop had drawn the short straw when it came to visibility in competition with hardware stores and online heavyweights.
We were convinced that Gartenmoebel.de could achieve much more through data-based optimization – greater reach, more traffic, more revenue. There were two central challenges to overcome. First: to expand the SEO measures in order to secure top positions in organic ranking. Second: to adapt the technical substructure of the shop to the new direction.
Approach
The SEO analysis showed that although Gartenmoebel.de successfully occupied a niche, it had untapped potential in terms of reach. On the basis of these findings, we designed an overarching content plan, researched promising keywords, introduced new content formats, and reworked existing posts.
The technical renovation of the shop was also an essential component of the redirection, as sustainable SEO needs more than content; the underlying code has to send the right signals, while the content needs to be incorporated into a logical page structure. Furthermore, we anchored a mobile-first approach and optimized the page speed.
A smooth rollout was followed by continuous monitoring. The interplay of digital web analytics and data-driven marketing highlighted the most important KPIs. Data available at any time broke down what worked and what didn’t.
Result
With the help of these measures, we were able to not only meet our expectations, but surpass them. Gartenmoebel.de evolved from a specialist provider with limited reach to a year-round market-leading online shop for garden furniture.
Our participation made a significant contribution to a tenfold increase in revenue. Gartenmoebel.de was able to attain and maintain a top position in almost all intended categories. Traffic grew by more than 500 percent. The visibility index remained at a constantly high level and seasonal fluctuations were reduced to a minimum.
While we were still involved, the project was sold: on a proportionate basis with great success. A Swedish group secured 80 percent of the company shares for a monetary sum in the mid-two-digit millions.