Eylure, part of PDC Brands, is a market leader in beauty, providing false eyelashes, brow products and other quality beauty accessories.
Their website had grown in size and complexity over a number of years and had lost ground to new competitors in terms of search engine visibility. Eylure also wanted to increase the number of sales the site generated and improve their checkout process and site structure.
We analysed the site to identify the key issues affecting search engine performance. These findings were used to implement an SEO strategy that would increase visibility for Eylure’s branded and non-branded keywords. The checkout process and website user journey was reviewed from a customer perspective in order identify pain points and make conversion recommendations.
Using keyword research as a guide, we added a more expansive range of product and category pages based on what people were searching for.
As well as adding more user-friendly content, these pages were keyword optimised to better answer search queries.
We first set about achieving ‘quick wins’ by reclaiming broken links and turning unlinked brand mentions into links.
We then developed an outreach campaign to build links on high-authority beauty websites.
We used a variety of heatmapping and UX tools to identify pain points and user challenges. This data helped to inform a more intuitive design and streamlined user flow.
Working closely with Eylure’s ecommerce and brand team, we were able to successfully increase search engine visibility, user engagement and product sales.
Increase in organic search traffic
Increase in transactions from organic search
Increase in page 1 visibility