Located in Melbourne, Sam Baking High is a purely online Japanese cake shop with a creative theme. All cakes are handmade by experienced chefs, and are made with seasonal ingredients every month, and cakes corresponding to the theme of the month are launched.
24
Average Ranking
167%
Website Traffic
102%
Website Impression
60%
Order Conversation
Through in-depth communication with customers, we found that Asian-style cakes are a saturated and highly competitive item. Compared with traditional cake shops, customers rely more on online traffic and product creative promotion. Due to the limited market, the competition among peers is very fierce, and it is difficult to stand out in a red sea market through traditional offline channels; and due to the lack of other effective brand promotion channels, the overall brand awareness is not very high among users.
After many times of face-to-face communication with customers and analysis of pain points, we have adopted website upgrade optimization and ranking optimization methods to improve customer brand awareness according to the industry and problems faced by customers. The main methods are as follows:
Because the cake business has very high requirements on the appearance of the cake, we suggest that the customer redesign the website to highlight the look and feel of the product picture. In addition, we found that 70% of customers’ orders come from mobile phones, so we have done a lot of responsive optimization for the mobile version to increase the order completion rate of mobile users.
The dominant products for Sam Baking High customers are themed and seasonal products such as wedding cakes, valentines day cakes. These keywords are cyclical in nature, and the ranking in a certain period of time is particularly important. We also strengthened the content in a targeted manner, and focused on preparations to highlight the content and appearance of specific keywords a few months before the corresponding period. Link, with some Google ads to maximize the effect of exposure and conversion.
Although the customer is mainly an online cake shop, the keywords related to cake will trigger the map results, so after our analysis, we believe that the map will also convert the customer’s order, so for the “cake” related words in Melbourne Optimized to match the ranking of the website to increase more exposure.
With the cooperation and joint efforts of WeBOOST and the client, the client’s website and map have been greatly improved within 12 months, and the average ranking of all keywords has increased by 24. In 6 months, non-brand related traffic increased by 167%, impressions increased by 102%, site bounce rate decreased by 0.97%, and conversions increased by 60%. The performance of these objective data shows that users recognize the current website and products very much, and are willing to place orders on the website. The final effect is to bring a lot of customers to the merchant and improve brand awareness.
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