Copy of Delight’s Sweet Success: Doubling Online Sales with Strategic Keywords

Discover how Delight Chocolate doubled its online sales and expanded its brand presence across the GTA through our targeted SEO strategy, keyword research, and on-page optimisation.

Background

Founded in 2003, Jennifer and Jeff are the creative husband and wife team behind Delight Chocolate and Ice Cream (Delight). Nestled in Toronto's West End trendy Junction area, Delight is a cherished artisan chocolate and ice-cream store. All their products are handmade using Certified Organic Fair Trade cocoa with a focus on quality locally sourced ingredients.

Issue

Despite a loyal local customer base, Delight's online sales growth had plateaued, relying heavily on repeat customers. New visitors rarely converted into customers, indicating website issues. Busy with their store and working within a limited budget, Jennifer and Jeff sought SEO help.

Goals

Boost website visibility in search engine results, drive organic traffic, and increase online sales from new customers across the GTA and beyond.

Strategy

Given Delight's smaller budget, a targeted approach was essential. Our audit of their website, competitors, and the industry revealed that their exceptional product quality and craftsmanship set them apart, but this wasn't reflected on their website. We identified two main issues:

  1. Visibility: Users weren't finding Delight when searching for quality chocolate.
  2. Conversion: When users did find Delight's website, the content was uncompelling and didn't convert visitors into customers.

To address these issues, we implemented the following strategy:

Visibility

Keyword Research and Optimization:

  • Conducted thorough keyword research to identify the language and phrases Canadians use when searching for products like those Delight offers.
  • Discovered high-volume search terms like 'chocolate box,' and 'gluten-free chocolate' that were not used on the website, while updating 'dairy-free' descriptions to 'vegan' for better search visibility.
  • Tailored pages around these keywords to help Delight rank higher and attract more traffic by updating Page Titles and Meta Descriptions.

Conversion

Content Enhancement:

  • Improved product names, descriptions and H1 tags to be more appealing and reflective of the keywords users searched for.
  • Added essential information such as shipping details right on the product page to reduce friction in the buying process.
  • Highlighted key differentiators, like the exclusive use of Certified Organic Fair Trade cocoa and locally sourced ingredients.

    Fun Fact:

    Did you know that Mint Chocolate is the most popular chocolate flavor online? We gave this feedback to our clients as a possible new product to have available all year round.

    Results: 

    Q4 2022 to Q4 2023 

    Sales from organic search: 📈 +125%

    • Traffic from organic search: 📈 +208%
    • Order value: 📈 +20%
    • Total keyword position gained: 📈 +1,000
    • Average keyword position: 📈 +37 places

     

     

    Source: Shopify Analytics, Google Analytics, Wincher, and Semrush

    Key Takeaways

    With a limited budget and minimal time commitment from the client, a focused approach on keyword optimization and promoting Delight’s key differentiators successfully doubled their online sales.