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Introduction

Milan Direct was an iconic Australian furniture brand that offered an extensive range of stylish and affordable, home, office and outdoor furniture until their acquisition by Temple and Webster. They had a clear vision and ultimate goal but struggled to utilise their full branding potential. Although they had large online exposure, they were far from reaching their full potential in terms of website visits and conversions.

Insight

Milan Direct Logo
  • Identity alignment and market repositioning.
  • Total category hierarchy refurbishment to target new potential customers.
  • Improved filters/attributes and implementation of faceted navigation.
  • Massive URL changes and redirect handling.
  • Improved speed, crawlability and indexability.
  • Massive changes to the main menu.
  • Pushing reviews to structured data for products, categories, splash and attribute pages to improve visibility in SERPS.
  • On-site content on most competitive categories site-wide.

Our Approach

After full market research, identity alignment and market repositioning, we managed to increase their non-branded organic target market to 6M impressions per month.

Results

This massive impression discovery revealed that they had attained about 6% search visibility in their online industry, which we had a feasible case to work on. Our work gained momentum one year into the campaign where we achieved around 15% search visibility and experienced massive increases in monthly revenue.

  • Increased impression reach from 2.5M to 6M.
  • Page 1 keywords grew from 3,595 to 11,261.
  • 5x Traffic Growth.
  • Increased conversion rate by 15%.
  • Nearly 6x Revenue Growth.
  • 110x Improvement in ROAS.
Milan Direct Growth Milan Direct Convertion Rate Milan Direct Revenue

Summary

Milan Direct was acquired by Temple and Webster and unfortunately for us, on the 16th month of the campaign, we had to stop. Ultimately, we achieved amazing results over the course of that time. We recommend that you don’t create a duplicate landing page for your identity. If you don’t know what this
means, you should definitely give us a call!

Milan Direct

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