Dressa's Success Story: ROMI of 1070% in Two Years

Results: ROMI of 1070%, achieved the payback period of 6 months.

The Client

Dressa is an online women's clothing store which typically sells casual wear, dresses, and plus-sized clothing.

Dressa reached out to Netpeak during the website development stage — the client wanted to consider all the details of the promotion even before the website launch. Therefore, we provided Dressa with the service of SEO at the website development stage.

In the clothing niche, the main competitors tend to be large marketplaces and brand stores with good but transient reputations.

The Challenge

We had the following goals:

1. Increase the sales of products such as dresses, blouses, pants, sweaters, and cardigans in the first year and increase sales of plus-sized clothing in the second year.
2. Reduce the average customer acquisition cost through the organic channel to 50 UAH.
3. Achieve an ROI within 16 months after starting the project.

The Solution

1. We developed a website structure that included sections, product categories, and sets of filtering blocks for each category.
2. URL templates were created for all types of pages. 
3. We then provided recommendations for the optimization of breadcrumbs and pagination pages.
4. We also put forward technical requirements for HTML and XML sitemaps.
5. Next, we supplied a set of recommendations regarding search engine requirements.
6. Additionally, we provided a set of website content recommendations.
7. We configured uptime monitoring and notifications for accessibility issues.
8. After the website launch, we conducted the SEO audit again.
9. We provided technical requirements to optimize the internal linking and filtering units on the website.
10. Finally, we initiated external link building.

The Results

1. The client obtained a ROMI of 1070%.

2. The payback period was only six months (instead of the planned 16 months) for total traffic and 17 months for non-branded traffic.

3. The average growth rate of organic traffic for the entire period was 13.88% monthly.

4. Based on the strategy for 2019, forecast for non-branded traffic was exceeded by 24%.

Testimonials

Evgeny Demchenko, Founder of Dressa:

Alexander Ryabinin, Middle PM Netpeak:

Read more:

• Decathlon's success story: entering a new market, increasing website visibility by 5 times, and +20% of non-branded traffic monthly.
• Vodafone Retail success story: organic traffic growth by 54.22%, non-branded traffic growth by 99%.
• Pandora.kz success story: increased transaction coefficient by 65.25%.