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The Client

Direct Tile Warehouse are an online retailer offering an extensive range of high-quality tiles at low trade prices. With more than 40 years in the industry, the company has built a reputation for providing unrivalled customer service and high-quality products, going above and beyond to deliver professional advice and offer free tile estimates to customers.

The Brief

Direct Tile Warehouse initially approached when they noticed that some of their web pages were performing particularly well, whilst others were going practically unnoticed. This was partly due to their website lacking the eCommerce sophistication required to showcase their entire product range and attract a wider audience, causing the visibility of their products to suffer. Hoping to improve the quantity and quality of the traffic landing on their website, the client tasked us with creating a strategy that would improve performance across the board, increasing engagement and conversions for their extensive product collection.

The Challenge

The main challenge for this project was the sheer size of the client’s product and category ranges. At Spindogs, we often undertake projects that involve targeting and improving the performance of a specific collection of products for a client. However, in this case, we needed to devise a strategy to get the entire product range of Direct Tile Warehouse in front of their target audience.

With the foundations in place, we began to undergo strategic research to find opportunities to improve the website’s ranking for specific product ranges. This meant, analysing where they were ranking well and where there was room for improvement. Having identified categories and products to focus on, we used keyword research to create optimised content.

The final step was to include internal links across certain product categories. This not only offered users new routes to navigate but also encouraged link equity (ranking power) throughout the website.

The Results

Through our search engine optimisation efforts, we were able to produce staggering results for Direct Tile Warehouse. Not only did their eCommerce business have a better overall conversion rate, but they also saw an increase in the number of sales from organic traffic, proving that our optimisation strategy had worked a treat in attracting the right target audience to their product ranges. Since implementing an SEO strategy, Direct Tile Warehouse have had:
  • Doubled online sales compared to last year
  • Doubled sample requests from consumers (900-1000 a week)

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