How we helped Gingerlily increase organic revenue by by 94% and expand overseas

The Challenge

While Gingerlily don’t operate their own brick-and-mortar stores, their products are stocked by high profile retailers. This means that they’re competing against household names in the SERPs for their own brand and valuable keywords. When building a new website, our biggest challenge was creating the luxury buying experience more discerning customers have come to expect from premium brands. Gingerlily sells high ticket items, so showcasing every product was paramount to keeping conversions high and returns low, and building trust between brand and customer.

Goals

To address these concerns we devised a content strategy to boost online visibility. In 2021, it became clear that the Gingerlily website had become outdated, especially on mobile devices, and so we embarked on a migration to Shopify to aid conversions.

• Increase organic traffic & visibility
• Improve conversion rate on mobile devices
• Increase conversions across all devices
• Maintain existing rankings post migration
• Reduce returns

Strategy

SEO & content

To boost organic visibility, we devised a blog content strategy targeting specific, long-tail keywords. This way we could target customers further along in the purchasing journey and provide them with detailed product information and comparisons, buying guides and styling guides, as well as showcase the unique benefits of silk bedding.

Shopify development

As Gingerlily were planning to expand into the US, they needed an ecommerce platform built with international selling in mind. The Shopify standard plan was the ideal solution, supporting two storefronts – one for the UK and one for the US. Shopify also allows for separate merchandising for each country, meaning Gingerlily can personalise each storefront for its respective audience.

A custom theme was developed to showcase the Gingerlily brand, and to better display product imagery and information. Design was particularly important for this build, as we knew the website had to feel as luxurious as the product to appeal to the target demographic. With a clear shift towards mobile commerce, we ensured the theme was mobile-first and fully responsive to improve conversion rate on mobile and tablet devices.

International SEO

We ensured that the US storefront was optimised for American search terms by reviewing product collections and menu structure, performing keyword research and identifying where we needed to use localised terminology, for example “comforters” instead of “duvets”.