About the Client
Chinaya is an unconventional online shopping brand that houses the most indigenous, handcrafted, and authentic collection of Banarasi Sarees, Dupattas, and Indo-Western dress materials. The brand mirrors a fusion of traditional artistry coupled with contemporary designs, embroideries, and stitching.
The Challenge
The brand approached us with the goal of boosting its online presence and performance to drive sustainable & scalable digital growth.
The Strategy
Customized E-commerce Marketing Plan
To help our client achieve their business goals, we opted for a personalized E-commerce marketing plan which included running paid ads, SEO, and website development. The multi-disciplined approach helped us achieve excellent results.
Performance Marketing
Target Audience
Knowing the demographics, interests, and behaviours of the target audience enables the creation of highly targeted ads. For Chinaya Banaras, broad audience targeting was the perfect solution. We kept the age range between 25-55.
TOF campaigns
With Chinaya Banaras, awareness campaigns were not needed. The brand was already in a position where the reach was sufficient for TOF campaigns. We ran TOF conversion campaigns with a focus on launching multiple reels with the same audience.
Creative Experimentation
For any paid ads to run successfully, creative experimentation is crucial. We tried everything with Chinaya and finally struck gold with reels. Highly engaging reels showing the collection of products of one particular category have given better results.
Exploring New Markets
After the success of paid ads in India, the decision to venture into foreign markets was on the table. We targeted new markets like the US, UK, and UAE. A deep understanding of the target audience gave us amazing results there as well.
Website Management
While Chinaya came to us with a developed website, we handled the management effectively. Upgrading the website product images, and making changes to the content – made the website more appealing.
We also conducted extensive competition research to add features relevant to the business. Regular audits of the entire user funnel on all devices were done to ensure a seamless user experience & drive engagement and conversions.
E-commerce SEO
Keyword research and analysis
Identification of relevant keywords is crucial for improving SEO. The strategic approach to keyword targeting leads to improved search engine rankings and increased visibility for the brand online.
For Chinaya, we selected commercial & transactional keywords. We also opted for high-potential keywords with high search volume but low competition.
Apart from that, we made regular additions of high-potential keywords on new pages selected based on competition trends & relevance of the category. We also optimized proper meta tags, heading tags, and content hierarchy.
- Top 10 keywords included mulberry silk suit set online, banarasi kurta sets, Original Banarasi Silk Sarees, linen silk dupatta, etc.
- We also have several keywords in the top 20 category. These included organza banarasi saree, women wedding outfits online, banarasi fabric, banarasi organza silk saree, etc.
Content optimization
Optimized content can significantly improve the website’s ranking, making it more likely for potential customers to find you organically. For Chinaya, we optimized the content by checking the content quality, keyword insertion, keyword positioning in the content, anchor text & internal linking.
Off-page SEO activities
Creating high-quality, informative, and engaging content that resonates with your target audience is a powerful off-page SEO strategy.
We did –
- Paid guest posting
- Organic blog outreach
- Web 2.0
- Articles
- Quora
- Forum Participation
- Social Optimization
High-quality backlinking
Backlinking is the most crucial aspect of SEO. It acts as a vote of confidence for your website in the eyes of search engines, indicating your credibility and relevance.
For Chinaya, we opted for multiple link-building strategies. These included guest blogging, creating link-worthy content, directory submissions, and more. Exploration of sources such as Image Submission, Classifieds, Tier linking, Profile creation on high DA websites, etc. We conducted 280-290 high-quality backlinks for the brand every month.
The Results
We witnessed a significant improvement in overall ROAS and traffic over seven months.
- Overall ROAS increased to 6.7
- Website traffic increased by 29.2%
- Revenue increased by 192.9%
- Transactions improved by 111%
