Problem
Our E-commerce client, Home Billiards, came to us in 2022 with a unique problem: how to grow their luxury retail business during a period of financial uncertainty. While discretionary spending in the US increased by 9% in 2022, the category that Home Billiards is in saw a decline of 24.5%. Indeed, our client saw a storm brewing and wanted our digital marketing support to help them weather the storm.
Want more details about how we succeeded with Home Billiards? We go into our exact strategies in a 30-minute webinar called E-commerce Growth.
Challenge
When they joined us, Home Billiards had several challenges to overcome. The first was economic. After the pandemic, people were uncertain about the future, which paused a lot of luxury spending—those who did spend, spent more on experiences like travel. Home Billiards was also challenged by a limited website, making it hard to grow and maintain its e-commerce store.
Solution
After deploying their updated BigCommerce store, we optimized it for organic search. At first, we focused on critical category and product listing pages. We further supported these pages with new tools, like the popular room size calculator for pool tables, and high-impact content, like the Traeger buyer’s guide.
While these pages helped grow Home Billiards’ traffic, we also used data to drive more visitors to the online store. For example, we noticed that an article on how to install a pool table was also ranking for how to set up a pool table; we developed an article on how to rack pool balls to answer better the intent of setting up a pool table for gameplay.
Home Billiards also engaged us to support its growth through Google search ads. When the new site launched, we connected the store to Google Merchant Centre and Google Ads. We optimized their merchant centre, developed a robust advertising plan and implemented our recommendations.
Results
In 2023, Home Billiards received less than 100 visitors a day. Today, the site regularly serves 350. While having more traffic is nice, we rank highly for commercial terms, like pool tables for sale and pool cues for sale. Since the buying cycle for luxury items can be long, it has remained vital for Home Billiards to be at the top of people’s minds when someone is ready to buy.
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