Boosting Downtown Club's organic traffic by 122%

About

Downtown is a discovery-led marketplace for independent brands in India. It is a one stop shop for discovering and purchasing trending lifestyle products from independent Indian brands. They function as an online marketplace that connects consumers seeking unique and curated items with diverse selection of emerging and established businesses.
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Challenges

1. Low organic traffic: Focus on high-competition keywords resulted in low search engine ranking visibility for relevant terms.
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2. User engagement: Unidentified key activation metrics coupled with potential friction in navigation and personalization hindered repeat visits pointing to user experience issues.
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3. Paid ad performance: Inefficient targeting of paid ads resulted in clicks from uninterested users, driving down conversion rates and inflating the cost to acquire each new customer.

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Our Solution 

Recognizing the limitations of their existing approach, we implemented a multi-faceted strategy to address the core issues and correct them. This included:
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1. Boosting organic traffic: We conducted in-depth research and analysis to refine their target audience and their needs to set up a content strategy that catered to the entire marketing funnel, attracting and nurturing potential customers at every crucial touchpoint on their buying journey. Targeted high-intent keywords with lower competition, where users actively searched for products offered by Downtown Club vendors. Long-tail keywords, specific to product categories and brands, attracted qualified traffic seeking niche items. In parallel, a comprehensive technical SEO audit was done to identify and address issues such as website speed, mobile-friendliness, and crawl errors, ensuring optimal performance and visibility on search engines.
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2. Enhancing user experience: To truly understand how users interacted with the platform, we employed a three-pronged approach. A/B testing and user surveys provided valuable insights into user behavior and any pain points they encountered while navigating the site. Heatmaps and session recordings further illuminated areas of friction by visually capturing user interactions. By combining this knowledge, we were able to streamline the user journey and implement a personalization engine that recommends products based on individual browsing history and purchase behavior. This ensured a more intuitive and engaging experience for all users.
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3. Optimizing PPC: We revamped their paid advertising strategy with a focus on precision and data-driven insights. Refined audience targeting to reach highly relevant customers, maximizing the potential for conversion. Conversion tracking tools and attribution modeling revealed the most effective campaigns, allowing them to optimize budget allocation and invest where it mattered most. Also setting up retargeting ad campaigns and re-engaging website visitors with personalized product recommendations based on their browsing behavior, keeping the platform top-of-mind and driving conversions.
   

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Results

Momentum's SEO & content strategy fueled a 122% surge in organic traffic, attracting a wave of qualified users. User experience enhancements led to a 72% average time spent per session, and repeat visits skyrocketed by 21%. Optimized PPC campaigns yielded a 18% conversion rate, and a 64% reduction in cost-per-acquisition (CPA).

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