Achieved 245% Revenue Growth for an Indian Fashion Brand

About The Client

Chinaya, rooted in the timeless heritage of Banaras, blends tradition and culture into authentic clothing. As an unconventional online brand, it showcases handcrafted Banarasi sarees, dupattas, and Indo-Western apparel. With a mission to offer top-quality products at affordable prices, Chinaya bridges the gap between traditional artistry and modern design.

Challenges

Despite the growth and success of Chinaya, the journey was not without its challenges. The digital landscape posed multiple obstacles, particularly in the highly competitive market for authentic Banarasi sarees. 

Despite Chinaya’s growth and success, the journey was not without challenges. The digital landscape posed significant hurdles, particularly in achieving visibility for Banarasi sarees in an increasingly crowded online marketplace. 

Scaling challenges hit Chinaya’s digital marketing efforts hard, with rising customer acquisition costs impacting the profits. As they pushed for expansion, the strain on their marketing budget intensified, forcing them to repeatedly revise their growth strategy to stay profitable.

Below are the key challenges faced during the project:

1. Limited Online Presence: Chinaya faced difficulties in achieving visibility in the highly competitive e-commerce landscape for ethnic wear.
2. Technical SEO Gaps: Issues like broken links, duplicate content, and missing metadata impacted the website’s performance.
3. Low Engagement: While Chinaya’s products were exquisite, they struggled to attract and retain users effectively.
4. Lack of Local Outreach: The Google My Business (GMB) profile was under-optimized, leading to missed local business opportunities.
5. Difficulty scaling campaigns effectively led to growth limitations.
6. Expansion efforts increased Customer Acquisition Cost (CAC), straining the budget.
7. Higher CAC negatively impacted profitability, reducing overall returns.

Cybez has secured the complete eCommerce mandate to optimize the website and drive business growth through organic strategies like advanced SEO and paid channels like high-performing ads on Meta and Google.

Key Strategies Implemented:

1. Website Management

a. Website Maintenance & Updates:

• Regular content updates including product descriptions, images, and banners.
• Introduction of new collections and promotional landing pages.
• Bug fixes to resolve checkout errors and form malfunctions.
• Enhancements for Cash on Delivery (COD) options and international shipping.
• Periodic backups and software updates to ensure site security and reliability.

b. Technical SEO Implementation:

• Conducted comprehensive site audits to identify crawl errors and indexing issues.
• Optimized page structures, meta tags, and URLs for better search engine visibility.
• Implemented structured data markup to improve product discoverability.
• Mobile optimization to ensure seamless browsing across devices.
• Identify & fix core web vitals issues to optimize site performance

c. UX & Conversion Enhancements:

• Developed a product customization feature to increase engagement.
• Addressed fake order issues to ensure smooth operations.
• Integrated shoppable videos, video consultation and product reviews to enhance product pages.
• Strategic placement of CTAs on landing pages and product pages.
• Funnel analysis to track and improve user journeys, minimizing drop-offs.

d. Retention & Engagement Marketing:

• Implemented Whatsapp flows and Klaviyo email campaigns for personalized marketing.
• Launched automated abandoned cart recovery emails to boost conversions.
• Integrated live chat support for real-time customer assistance.

e. Regular Audits & Reporting:

• Conducted monthly audits to ensure all website flows worked seamlessly.
• Shared detailed reports outlining completed tasks, analytics, and recommendations.

f. Competition Insights:

• Monitored competitors’ websites to stay updated on industry trends & new features important from a website conversion perspective.

g. Creative & Content Management:

• Updated visual assets including banners, videos, and product images.
• Launched seasonal promotions and thematic landing pages to drive traffic.
• Refreshed blog content regularly to improve engagement and SEO rankings.

h. Third-Party Integrations

• To improve operations and enhance customer experience, we managed: Payment Gateway Integrations, Logistics and CRM Tools & Whatsapp & Klaviyo Email Integrations

2. SEO

Chinaya’s data-driven approach boosted growth by blending technical expertise and creative content, promoting Banarasi craftsmanship globally. Below is a detailed account of the strategies implemented:

a. On-Page SEO Optimization:

• Enhanced Metadata: Optimized meta titles, descriptions, and H1 tags across product and collection pages using low-competition primary & semantic keywords but high volumes.
• Footer Product Listings: Recommended adding product listings and prices in the footer.
• Internal Linking: Enhanced internal linking to improve SERP performance.
• FAQs for Product Pages: Added relevant FAQs to collection and product pages.
• New Collection Pages & Popular Search Terms: Monitored keywords regularly vs. competition to identify gaps & suggest new category pages with popular search terms. Accordingly, designed & optimized these pages to enhance experience & SERP visibility.
• Merchant Center: Listings optimization to improve visibility via organic shopping on Google to drive higher traffic & conversions.
• Content Creation: Published blogs and FAQs to target relevant traffic and increase visibility.
• Seasonal Variations & Offer Integration: Optimized Meta elements to align with ongoing eCommerce offers while monitoring seasonal trends and providing data-driven recommendations to maximize traffic and engagement.
• Technical Fixes: Recommendations to fix broken links, duplicate content, and canonical issues to improve website health.
• Image Optimization: Added alt attributes and optimized images to improve search engine visibility.
• Core Web Vitals: Enhanced website speed and user interaction metrics to ensure seamless browsing experiences.

b. Off-Page SEO Activities:

• Backlink Acquisition: Acquired quality backlinks via guest posts and referral domains to improve domain authority.
• Content Promotion: Promoted articles and blogs through social bookmarking, classified ads, and platforms like Quora.
• Competitor Analysis: Identified gaps in backlinks and referring domains, filling them with high-quality links
• Backlink Creation: 280+ backlinks per month across 15+ activities.
• Content Creation (Off-Page): 10+ articles, 20 product reviews, and 16 Quora answers monthly.
• Referring Domains & Backlinks: Increased high-quality backlinks and referring domains.

c. Local SEO and GMB Optimization:

• Optimized the GMB profile to attract local audiences, improving visibility in location-based searches.

d. Brand, Social & Video Optimization:

• Brand Profiles: Identified high-potential platforms and created brand profiles to enhance online visibility and authority.
• Social Media: Conducted competitor analysis and provided SEO-driven recommendations to optimize organic social posts for better reach and engagement.
• PR Strategy: Delivered PR optimization guidelines to amplify brand presence across media channels.
• YouTube Channel: Shared best practices and competition-based strategies to optimize videos and the channel for maximum visibility and performance.

e. Analytics and Reporting:

• Monitored performance using Looker Studio and custom reporting systems.
• Analyzed data from tools like Google Search Console, Google Analytics, and SEM for identifying key focus URLs, keywords performance & other actionable insights around customers.

3. Performance Marketing

Chinaya Banaras achieved remarkable growth by blending tradition with modern marketing strategies. Through targeted campaigns, trend-driven products, and international expansion, the brand significantly boosted revenue, engagement, and market reach. 

This structured approach not only elevated domestic sales but also positioned Chinaya’s Banarasi sarees as a coveted choice in global markets. 

Below is a breakdown of the key strategies that contributed to this success.

a. Trend Analysis & Celebrity Influence
Trend Monitoring: Tracked emerging market trends and celebrity fashion to pinpoint high-demand designs.
Product Testing: Launched trend-inspired test products and developed engaging voice-over reels for A/B testing to assess audience interest.

b. Niche Audience Targeting
Domestic Focus: Targeted niche segments within India, emphasizing tradition and craftsmanship to maximize engagement.
International Expansion: Rolled out global campaigns to drive awareness and enquiries, successfully introducing Chinaya’s Banarasi sarees to international markets.

c. Product Line Expansion
New Collections: Curated exclusive collections driven by high-performing test products, ensuring continued product innovation.
Dynamic Ads: Amplified reach and boosted sales through dynamic product catalog ads across Meta platforms. 

d. Content & Campaign Optimization
Reel Frequency: Enhanced Advantage+ Shopping Campaigns (ASC) with increased reel production for stronger audience engagement.
Category Focus: Launched weekly campaigns spotlighting top-performing categories, maximizing visibility and conversions.

e. Google Ads Integration
Ad Synergy: Strengthened visibility by integrating Google ads alongside Meta campaigns, boosting traffic for new product releases.
Multi-Channel Reach: Captured high-intent users through Google’s search and display networks, driving enhanced campaign performance.

f. International High-Value Product Focus
Target Markets: Focused on high-value products, driving enquiry campaigns across the US, Canada, and Australia to accelerate international sales.
Premium Positioning: Positioned luxury Banarasi sarees as premium products, captivating affluent buyers and elevating global brand recognition.

Results: From May’24 to Nov’24

A) SEO

• Organic Metrics Growth-
  Active Users: Witnessed a 138% increase, indicating a surge in organic traffic.
  Traffic: Achieved 109% increase, reflecting higher interaction and website visits. Organic remains the top-performing channel, driving maximum traffic contribution.
  Engaged Traffic: Achieved a 111% rise, highlighting improved content engagement and user retention.
  Total Revenue: Marked a 164% increase underscoring the effectiveness of the implemented strategies.

 

• Channel-Wise Performance
  Organic Social: Delivered 306% revenue growth and 294% user growth, making it the top-performing channel.
  Organic Search: Generated a 164% revenue increase and 138% growth in users, emphasizing the impact of SEO optimization.
  Organic Video: Achieved moderate growth despite a 12% drop in event count, reflecting scope for further improvement.
  
• Keyword Ranking Improvements
  Top 10 Positions: Improved by 47% ensuring better rankings for competitive terms.
  Top 3 Positions: Increased by 54% boosting visibility for high-value keywords.

 

       Top 20 Positions: Experienced a 51% rise , driving more traffic from targeted searches.

       Top 100 Positions: Achieved an impressive 131% growth, significantly expanding the brand’s overall keyword footprint.
       Keyword Distribution by Intent: Over 60% of keywords are of Commercial & Transactional intent

• DA History Graph
  Sustained Momentum: The continuous upward trend reflects the effectiveness of the implemented SEO strategies, contributing to stronger search engine visibility and ranking.
  Continuous Growth: The graph shows a steady and consistent increase in Domain Authority (DA), indicating ongoing improvements in the site’s credibility and trustworthiness.

• Monitoring and Reporting Tools
  Looker Studio Integration: Utilized Looker Studio to create customized reports, enabling real-time monitoring and visualization of key project metrics.
  Custom Reporting System: Implemented a tailored reporting system to track performance, ensuring detailed insights and data-driven decision-making for continuous optimization.

B) Results of Performance Marketing

• Increased Marketing Investment
  Marketing spend surged by triple digits, fueling broader market reach.
  Sessions soared by over 95%, demonstrating exceptional audience engagement.

• Revenue Growth
  Total revenue skyrocketed by nearly 245%, reinforcing market dominance.
  Transactions climbed by 60%, reflecting heightened consumer trust and product appeal.
• Profitability Metrics
  ROAS (Return on Ad Spend) advanced by over 100%, showcasing a leap in advertising efficiency.
  AOV (Average Order Value) increased by more than 20%, amplifying profitability with higher-value purchases.
  

C)  Results of Website Management:

• 25% Improvement in conversion rates due to enhanced UX features and funnel analysis.
• 40% Reduction in cart abandonment with the implementation of automated recovery emails.
• 20% Boost in customer engagement through shoppable videos and product reviews.
• Improved website uptime and performance, ensuring a seamless browsing experience for users.
  

Summary

1. Strategic SEO Drives Results: A combination of on-page and off-page optimization led to significant growth in revenue and user engagement.
2. Importance of Local SEO: Optimizing the GMB profile helped tap into local markets effectively.
3. Content Optimization: High-quality blogs, FAQs, and optimized product pages attracted relevant traffic.
4. Data-Driven Approach: Continuous monitoring and custom reporting ensured timely interventions and performance tracking.
5. SEO Optimization & Traffic Growth – Technical SEO efforts, structured data, and mobile optimization led to a significant increase in organic traffic.
6. Enhanced User Experience & Conversion – Upgraded visuals, shoppable videos, and product customization features boosted engagement and reduced cart abandonment.
7. Regular Audits & Streamlined Operations – Regular audits, bug fixes, and COD/international shipping enhancements improved overall site performance and reliability.
8. Retention & Personalized Marketing – Automated cart recovery emails and WhatsApp/Klaviyo campaigns drove conversions and improved engagement by 20%.
9. Competitive Edge & Innovation – Continuous competitor analysis and strategy adjustments ensured Chinaya stayed ahead in the market, driving growth and innovation.
10. Trend-Driven Product Development – Leveraging market trends and celebrity influences helped Chinaya design products that resonated with their audience, boosting engagement and sales.
11. Targeted Audience Strategy –
12. Relevant Content Strategy – Regularly producing engaging reels and A/B testing content ensured higher engagement, leading to better-performing campaigns.
13. Product Expansion for Scale – Testing and expanding collections around successful designs enabled growth without compromising profitability.
14. Multi-Channel Approach – Integrating Google Ads with Meta campaigns created a balanced approach, combined with building organic visibility helped in reaching a broader audience & increasing ROI.

Key Achievements

1. Overall 245% revenue increase & ROAS improved by 100%+, reflecting advertising efficiency.
2.  Over 138% increase in active users & 164% revenue growth via Organic Search
3. 54% increase in top 3 keyword rankings, enhancing high-value visibility.
4.  Achieved over 109% growth in organic traffic, with organic channels driving the highest contribution.

Source: Google Search Console, SEMRush & GA for all the nos.