Arredo, the Argentine and family company with more than 40 years in the home decoration textile industry with more than 80 stores in the country and in Uruguay, has been operating with the VTEX eCommerce platform for 2 years and is always at the forefront of eCommerce.
What did Arredo need?
The objectives in the area of VTEX Evolutionary Support were:
- Improve the conversion rate in e-commerce.
- Implement elements of the VTEX OMS to strengthen omnichannel.
- To be able to provide solutions to the business quickly and effectively in commercial, operational and administrative terms.
The objectives in the SEO area were:
- Avoid dependence on the advertising channel to generate new customers and repeat users.
- Improve acquisition costs.
- Maximize traffic in the category with respect to the competition.
The objectives in the Business Intelligence area were:
- Understand the profitability of each conversion channel to maximize investments in the most profitable sources and avoid spending money on digital marketing actions that do not result in sales.
- Create relational audiences to lower costs per sale (associate browsing interests to digital marketing campaigns).
Known Online strategy and tasks performed
Development (evolutionary support in VTEX)
- User experience: It was proposed to work on the user experience in order to improve the conversion rate, as well as the quality of the traffic that enters Arredo’s site. It was proposed to carry out tests of functionalities, heat maps and processes to be able to sell more and better.
- Platform maintenance – evolutionary support: support was provided in administrative terms considering variables associated with cataloguing, promotions and the integral purchasing process (order management, payments and deliveries).
- Development linked to new functionalities – technology: The Known Online team advised Arredo in the acquisition of new technologies linked to VTEX in order to increase sales and automate the operation.
SEO y Business Intelligence
The focus was on increasing quality traffic and decreasing the amount and dependence on advertising by positioning arredo.com.ar in search engines and ensuring that the measurements are real, with minimal margin of error and cover all aspects necessary for commercial decision making.
Based on Arredo’s needs, the following actions were taken:
Search Engine Optimization:
- Research: We investigated each of the products sold by Arredo, the business model, competitors and to understand for which topics it is convenient to position, taking into account the volume of searches and return on investment.
- Websites/ Landings: Arredo was analyzed as if we were a search engine to understand if it is well indexed, navigated and understood. We looked for possible technical flaws that cause problems when positioning the sites.
- Contents: Appropriate contents were generated for the products sold to be positioned taking into account the commercial objectives, aligned with the results of the Research step.
- Performance: We optimized the loading speed of the sites and their landings to make them load quickly, improving the usability of the site, its positioning and sales.
- Usability: We worked on improving the usability of the site, improving the main navigation and conversion indicators.
- Link Building: Relationships were generated between the brand and other sites related to its theme to obtain inbound links to the sites, in a scalable and organic way.
- Analytical: The results of SEO actions were measured in order to make the right decisions for the short, medium and long term.
- Consulting: Researched new trends that combine technology with marketing.
- Local SEO: We worked on positioning Arredo’s offices on maps, allowing customers to find them at the exact time and place to generate a physical visit.
- Vertical SEO: We worked on the positioning of images, videos, maps, news, featured questions, among others.
- Reporting: Monthly progress reports were generated, allowing to visualize the results in terms of positioning and traffic generated.
Audit, strategy and implementation of measurements in Google Analytics:
- Audit and Measurement Strategy: Existing measurements were analyzed looking for possible problems in the correct measurement, with the objective of aligning the strategy to Arredo’s marketing and commercial processes. A report was prepared detailing all the points to improve the implementation (including everything related to improved e-commerce), along with the key performance indicators and detailing the complete work plan from implementation to reporting.
- Implementation in Google Analytics: We used Google Tag Manager and Google Analytics to optimally measure all data that are relevant to Arredo, both from the operational, commercial and marketing point of view. We worked to make the data easily readable, analyzable and exportable by Arredo. To this end, we generated up to 2 dashboards through Google Data Studio that allow us to capture all key performance data quickly and interactively.
