The Blinds Company
Opening The Window For Growth
A growing online start-up needed a strategic partner
The Challenge
The Blinds Company offers one of Australia’s largest online ranges of window furnishings, focusing on producing high quality products and quick turnaround times.
The Blinds Company was a relatively new player in the blinds and curtains space, so their digital footprint was significantly smaller than that of their competitors. They didn’t have the benefit of an established reputation amongst consumers and large traffic volumes, so the strategy needed to encompass growth across every channel for the partnership to be considered a success.
Our Approach
Our strategy for The Blinds Company touched on each of the major services - SEO, paid search and conversion optimisation.
We started with a detailed SEO audit to understand the greatest areas of opportunity for the Blinds Company website. The outcome was recommendations affecting everything from site structure, to content, to technical SEO factors. This was put into an implementation roadmap that was shared between Yoghurt, The Blinds Company and their web developers.
In terms of paid search, we rebuilt the account from the ground up. New account structure, new ad groups, new keywords, new ad creative and a new bidding strategy - we attacked the paid search campaign from every conceivable angle. This resulted in immediate improvements in quality scores and, by extension, the average cost-per-click. The campaign was now spending less than it was previously, but delivering the same amount of traffic and generating more revenue.
From a conversion optimisation perspective, our initial recommendations were based on best practices, a Google Analytics analysis and several qualitative data points. Many of the changes we recommended were tweaks that were too small to test individually, but we knew would make a noticeable difference once they were all implemented on the live site.
As we continued to make changes to the design and usability of the website, other channels started to experience increases in conversion rate and revenue. Our multi-pronged approach to the online growth of The Blinds Company created an effective interplay between their various traffic sources, leveraging each other’s success and delivering record numbers.
We had been cycling through poor digital partner after poor digital partner, before meeting the guys from Yoghurt. We liked their transparent approach and appreciated their hunger to help grow our business. With Yoghurt onboard The Blinds Company has gone from strength to strength. Having direct access to the senior heads of each department is a rarity in this industry and a definitive advantage when needing partners to have intimate knowledge of your business. They’re great at managing client expectations and give confidence as a safe pair of hands. I’d recommend them highly.
