As a dedicated digital marketing professional, I aimed to significantly enhance the online presence and customer experience for Vape312's Lakeview and Highwood locations. Recognizing the importance of a user-friendly and informative online platform, I spearheaded a comprehensive website improvement project for both stores.
Website's Update's
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Website's Update's 〰️
Comprehensive Keyword Research for SEO and Accessibility
Internal Brainstorming: Generated a list of 10-15 fundamental seed keywords that accurately describe the core offerings of Vape 312
SEMrush Domain Overview: Used the tool to quickly identify existing keywords and generate thousands of related terms, high-performing keywords that may be under-optimized.
Google Autocomplete & PAA: Performed initial searches on Google to capture immediate, high-volume user questions and phrases found in the "People Also Ask" (PAA) section.
Ensured Site Accessibility
Streamlined Product Discovery by implementing "Shop by Brand" pages for Lakeview and Highwood, reducing navigation steps for users.
Enhanced User Experience with a prominent search bar and comprehensive product descriptions to improve quick item location and clarity.
Achieved Full Image Accessibility across both online shops by meticulously adding descriptive alt text for users with visual impairments.
Website Optimization Analysis
Overview
Higher Traffic Volume: Site Sessions successfully increased from 149 to 274, representing an 84% increase in traffic volume, demonstrating the effectiveness of the strategy in driving more visitors to the site.
Average Site Duration: User engagement improved substantially, increasing from 1.39 to 3.13, representing an impressive 125% increase in the time users spent interacting with the content.
Reduced Bounce Rate: Improvements in the Bounce Rate were observed, with metrics showing changes of -40 and -28 for the respective periods.
Increased Content Consumption (Page Views): The combined effect of increased traffic and deeper engagement led directly to a 65% surge in overall Page Views.
The optimization strategy successfully achieved more than just a traffic boost; it created a significantly more engaged and productive user experience, directly translating into a stronger online presence for the brand.
Social Media Update's
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Social Media Update's 〰️
Audience Growth & Engagement: Successfully drove a 20% increase in reach and a 16.9% rise in overall account activity, resulting in a 13.1% increase in profile visits and confirming the effectiveness of the content strategy.
Enhanced User Experience & Service: Improved customer loyalty by actively responding to inquiries and comments, and optimized user experience by creating and managing Highlights to persistently showcase key information (e.g., store hours, FAQs).
Conversion & Community Focus: Strengthened local engagement by posting about community events, while simultaneously driving sales conversion by utilizing Instagram Stories with direct linking features to guide users to product pages on the website.
Community Engagement: Actively posted about local events happening in the community, establishing the brand as a relevant and connected local partner.
Daily Deal Strategy: Utilized Facebook Stories to create high-visibility, time-sensitive content showcasing daily deals and product highlights.
Direct Linking for Conversion: Implemented direct linking features within Stories and posts to guide users immediately from the platform to the relevant product pages on the website.
Seamless Navigation: Ensured the Facebook profile consistently linked back to the main website and established a cross-platform link to the brand's Instagram profile, facilitating seamless user exploration across digital channels
Achieved a substantial 26.1% increase in Overall Activity, directly validating the success of the targeted content strategy and community management efforts.