Delight’s Sweet Success: Doubling Online Sales with Strategic Keywords
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.
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Issue
Despite a loyal local customer base, Delight's online sales growth had plateaued, relying heavily on repeat customers and new visitors rarely converted into customers. Busy with their store and working within a limited budget, Jennifer and Jeff sought SEO help.
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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:
Visibility:
Users weren't finding Delight when searching for quality chocolate.
Conversion:
When users did find Delight's website, the content was uncompelling and didn't convert visitors into customers.
Implementation
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Addressing Visibility:
Keyword Research and Optimization
Conducted thorough keyword research to identify the terminology and phrases Canadians use when searching for products like those Delight offers.•••
Identified high-volume search terms like 'chocolate box,' and 'gluten-free chocolate' that were not used on the website
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Discovered that 'vegan' was a much more commonly used word than the 'dairy-free' one that Delight was using
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Tailored pages around these keywords to help Delight rank higher and attract more traffic by updating Page Titles and Meta Descriptions.
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Added Schema Markup to product pages so users can see key info like price and product images right from the Google results page.
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Addressing Conversion:
Content Enhancements
Improved product names, descriptions and H1 tags to be more appealing and reflective of the keywords users searched for.
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Added essential information such as shipping details right on the product page to reduce friction in the buying process.
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Changed naming of all 'dairy free' products to 'vegan'
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Created dedicated pages for the high traffic keywords such as Vegan Chocolate and Chocolate Gift Boxes
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Highlighted key differentiators, like the exclusive use of Certified Organic Fair Trade cocoa and locally sourced ingredients.
Results
Traffic from Organic Search: 📈 +208%
Sales from Organic Search: 📈 +125%
Order Value: 📈 +20%
Schema Markup
Schema markup is an advanced SEO technique that changes a website's HTML to help search engines understand its content better. As shown in the example image, the product listing now includes the product price and an image, making it more attractive and informative for potential customers. This improvement not only helps with visibility but can also increase click-through rates by providing users with valuable information at a glance.
Source: Shopify Analytics, Google Analytics, Google
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.