Fashion case study, 2023
Grew Google Ads revenue 121% and organic users 106% for French Crown
French Crown, an Indian menswear label selling worldwide, was underperforming online. Redefine Web audited the full digital footprint and built one connected plan across organic search, site experience and paid advertising, rather than treating each channel on its own.
Revenue from Google Ads rose 121%, with conversions up 70% and cost per click down 19%. May to June 2023 compared with March to April 2023.
Revenue from Criteo display in India rose 165%, with ad displays up 90%. September 2023 compared with August 2023.
Organic users rose 106% and sessions 104%. August to September 2024 compared with the same months in 2023.
Organic purchases rose 34% and organic revenue 15% over the same period.
CLIENT SNAPSHOT
The brief
A menswear label with a strong product and a weak online business
French Crown is an Indian menswear label known for well-made, contemporary clothing and attentive customer service. It sells through its own online store as well as physical retail, and ships to customers around the world.
The brand came to Redefine Web with a clear goal: turn a respected product into a much stronger online business, with more qualified visitors and more of them buying.
The problem
Spend was significant. Search visibility and sales were not.
Our audit covered the website, the search profile and the ad accounts. The issues fell into two groups.
What we did
One connected plan across organic search, site experience and paid.
We rebuilt the organic footprint and the ad accounts together, so that the two channels fed each other rather than competing for the same budget.
New collection pages were mapped to specific product categories and search intents, so shoppers could land directly on what they were looking for. A content program answering common customer questions widened the keyword footprint. Key landing pages were reworked for conversion, and the paid accounts were rebuilt around Performance Max with a corrected product feed.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
New pages built against specific product categories and the terms shoppers use, so visitors land on what they came for.
Articles answering common customer questions, styling guidance and new-arrival features, widening the keyword footprint and giving visitors reasons to stay.
Cleaner layouts, faster load times and clearer calls to action, with rewritten product descriptions, upgraded imagery and customer reviews, then A/B tested.
Paid activity rebuilt around Performance Max for reach across Search, Display, YouTube and Discover, with a corrected product feed so automation could shift budget toward converting segments.
Dynamic ads showing each person the items they viewed plus related recommendations, with tightened audience segments, creative and bids.
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