Decathlon's Success Story: Entering a New Market, Increasing Website Visibility by 5 Times and Non-branded Traffic by 20% Monthly
Niche: Clothing, footwear, accessories, and jewelry.
Results: Total organic traffic increased by 187% in October and 197% in November.
The Client
Decathlon is a French sporting goods retailer. With over 1697 stores in 60 countries and regions, it is the largest sporting goods retailer in the world. The promotion challenge was that Decathlon is a newcomer in the highly competitive market of Ukraine, where most of the market share in the niche is taken by large all-in-one marketplaces including Prom.ua, OLX, and Rozetka.
Decathlon's direct competitors are market leaders such as megasport.ua, terrasport.ua, extremstyle.ua, and sportmaster.ua. Over years of SEO promotion, they have managed to occupy their market shares.
The Challenge
Our goal was to identify growth points and increase the visibility of Decathlon.ua among the closest competitors for the first year of cooperation.
Objectives:
- prepare to launch the online store;
- promote the website after being indexed;
- increase the traffic originating from search engines;
- increase online sales.
The Solution
- We compiled and implemented a technical SEO checklist for the website.
- To easily measure the results of the promotion, we set up analytics and Google Data Studio KPI reporting.
- We identified the seasonality for all website categories to understand the most effective timing for optimization of a particular category.
- We added meta tags for all web pages according to Decathlon's seasonality and priority analysis. We also created a technical requirement document for Decathlon copywriters.
- As part of the website promotion, we built an external linking strategy based on link equity and competitor analysis.
- We provided recommendations on how to safely move a website to a new domain without losing any traffic or revenue.
- We conducted a detailed analysis of competitors and market share in the niche. Based on the data obtained, we built a promotion strategy and created a forecast for potential traffic, transactions, and ROMI.
The Results
- Total organic traffic increased by 187% in October and 197% in November.
- The ratio of non-branded traffic increased from 14% to 35%.
- Non-branded traffic increased by 750% in October and 713% in November.
- According to serpstat.com, we increased the website's visibility from 3.82 to 21.86.
Testimonials
Alexey Pavlov, SEO Specialist, Decathlon:
We managed to build effective communication, test several hypotheses, and make a work plan for each month. All this made it possible to achieve and even exceed the plans for organic traffic growth without a conversion rate drop. On the whole, we are happy with the results we have achieved.
Daria Kovtun, Project Manager at Netpeak:
It was important for the Decathlon and Netpeak teams to work together openly and regularly to find alternative solutions and achieve their goals. The joint prioritization of tasks made it possible to respond to critical errors on time without shifting the focus from the implementation of the monthly plan. SEO can hardly be called a dynamic tool (based on processes). It's rather the speed of technical implementation that is welcome here. The Netpeak team helped set priorities, and colleagues from Decathlon contributed to the implementation of priority tasks.
Read more:
- How to Increase Conversion Rate with a Landing Page — Rawai VIP Villas Case Study.
- Yves Rocher case study: how to create a demand for new cosmetics using video advertising.
- Cyprus real estate niche: four steps to a fivefold increase in the number of leads.
Business
Related Articles
Avtokrisla.com case study: Trigger letter «Order completed» as an additional source of income
ROI on our email marketing channel broke even in the third month of operation.
Information is Key: 5 Things You Need to Know to Succeed Online as a Local Business
Worried about not being able to leverage your success online? Well, RankingCoach is here to help. Read the article to find out 5 important tips for local businesses.
Vchasno.ua success story: developed communication maps and prepared for a trigger email campaign launch
Ready-made trigger emails and scripts allow to quickly launch triggers after the implementation of technical tasks by the developer.