Offer for Gerry Weber project

Project Analysis
What we have now?
Audits
To assess the current situation and offer some development options, our team carried out the audits of the platform and the Website itself. The main aim of audits is to search project's growth points and possible scope of changes of the current rates. Our task is to figure out the way we can help you and plan further actions.
Search Engine Optimization
We have analysed technical, commercial and reference factors and have examined the micromarkdown, regionality and meta-tegs.
SERM
We have carried out the audit of reputation SERP of the brand in Search engines, have analysed tonal changes of feedbacks about the Company and have examined the completeness of registered representations.
Sales office work
They have made a test call and have provided recommendations for future work.
Сompetitor analysis
We have analysed SERP in terms of existing competitors per traffic, have compared the project and the competitors on the given parameters.
1. SEO audit
As a result of the audit, we found growth points, the implementation of which will lead to an increase in organic traffic on the Website.

High-priority tasks are to create Sitemap.xml file and update robots.txt file. Further – correct technical errors.

It is recommended to fully work out metadata, as it is the major factor in text ranking and it has a direct impact on the position, and as a consequence, on Website traffic. Metadata shall reflect the content of the page and consider the semantic kernel.

The significant improvement is removal of doubles Titles and Description tags, as well as to work out the present tags on the basis of the compiled semantic kernel. Right markdown of <H> tag titles and micromarkdowns implementation.
2. SERM audit
Having carried out the reputation SERP audit, we discovered that brand and reputation SERP is of a combined tone. We are working on levelling negative feedbacks and we are also working on positive comments. Attention should be paid to the natural attraction of feedbacks to the Otzovik.com platform.

Growth points:
  • As of the current date, there is no additional information on special offers and discounts for a feedback left on the Company's Website.
  • Otzovik.com resource is marked as of a negative tone.
  • Most sales outlets are absent on the geo-resources. Existing representations are marked with low rating.
  • There are platforms not regarding the brand or not regarding it directly on SERP.
3. Sales office work audit
22.12. at 19:03 outgoing call
The client was interested in 2 jackets: 1-2202-450012-31115, 1-2202-95102-31197. The manager didn.t answer the client's question about the jacket's temperature limits, but offered to find out this information and sent it to an e-mail (the client refused). The manager said there is no common database to check the goods availability concerning a particular shop. The client clarified the delivery time, the good was available, the client asked to cancel it as he decided to go to the shop first. The manager didn't offer delivery to get the good fitted and choose on the spot.

22.12 at 20:00 the order No. GW-1000000043 was placed on the Website.
Response time – 2 minutes. The client asked to cancel the order as fitting was paid. He also informed that he would go to the shop, but the manager warned that the good might not be in stock.

Recommendations:
  • To simplify the search by stock number (the current version takes a client much time to dictate, and a manager – to write it down; information can't be found if a dash is not added, they have to retype it).
  • To identify the client's needs asking questions, even if a client names a particular model.
  • To tell about a short delivery time and advantages of the company.
  • To clarify the client's doubts and offer to order several items/sizes and choose on the spot.
4. Competitor analysis
After the conducted analysis, we can draw the following conclusions:
  • The Gerry Weber online-shop occupies a competitive niche. But competitors receive most ща the traffic from brand-related queries. Thus, it is necessary to work on increasing the brand demand in SERP.
  • The traffic can be increased by targeting basing on interests in social networks and in Ya.Direct and Google Adwords, as well as by advertising campaigns working on a feed.
  • It is necessary to collect clients' e-mails for further work on keeping and increasing reorders.
  • In terms of price policy, Gerry Weber is in the middle level: there are competitors having a lower price and a higher price as well. The first step is to be suspended from competitors having a higher price.
Strategy
What are we planning to do?
Development strategy for the year
The work strategy proposed here is approximate and can be adjusted by agreement of the parties or in the course of work
1
1st-3rd month of work:
  1. Activation of main promotion channels
    • Advertising in Ya.Direct and Google Adwords.
    • Marketplaces– Ya.Market, Google Merchant, Price.ru, Regmarkets.ru;
    • Targeted advertising on Facebook (+Instagram) and VK.
  2. Execution of basic work on Website SEO, in order for it to operate properly and Web indexing in SERP.
  3. Calltracking service Activation.
  4. Joint work on the development of a scheme of special offers and discounts, a loyalty/rewards program.
  5. Regular analysis of Sales office work and discovery of growth points.
2
From the 4th month of work:
  1. Launch of advertising campaigns in Ya.Direct and Google Adwords by the most marginal categories (Trousers, Jeans, Knitwear, Outerwear).
  2. Launch of targeted advertising in MyTarget. It is offered to launch advertising campaigns based on interests, Contextual targeting, Static remarketing, and Dynamic remarketing.
1
From the 6th month of work:
  1. Increase in budgets for contextual advertising and targeted advertising
  2. Activation of the lead generation service
2
From the 8th month of work:
  1. Reconducting a SEO audit and running regular works on Website SEO.
  2. Compiling and posting feedbacks on the sites: Otzovik.com, Irecommend.ru, Yandex. Market, Google Maps and 2GIS.
3
From the 12th month of work:
Setting of emailing (customer base should be up 10,000 verified contacts)
Work plan for the first month
Digital marketing specialist
  1. Project launch control
  2. Regular tasks:
    • Preparation of project requirements for specialists
    • Control and verification of completed work
    • Wiretapping of telephone calls to the sales department
    • Conversion tracking by campaign
    • Media plan approval for the next month
    • Billing according to the approved media plan
    • Analysis of placements in the Yandex Advertising Network (YAN) and Google Display Network (GDN)
    • Tracking «low impressions» status
    • Position analysis
    • Analysis of text effectiveness in ad group
    • Analysis of search inquiries
    • Attribution analysis
    • Analysis of competitors' activity
  3. Basic analytic setup:
    • Preparation of project requirements for goals for developers
    • Setting goals in Yandex.Metrica and Google Analytics analytics systems and checking its working capacity
    • Setting up advanced analytics in Google Analytics
    • Call tracking service connection
    • Setting up cost import from Yandex.Direct to Google Analytics
PPC-advertising
Yandex.Direct
  1. Account structure development
  2. Collecting semantics, removal non-target requests (keywords) and preparation of templates for ad campaigns
  3. Development of UTM tags
  4. Setting up ad campaigns in account
    • Search results ad campaigns: branded, against competitors (Elena Miro)
    • Ad campaigns in YAN: branded, against competitors (Elena Miro), by audience (Women's clothing, Outerwear)
    • Remarketing
    • Dynamic remarketing
  5. Launching and running ad campaign

Google Ads
  1. Account structure development
  2. Collecting semantics, removal non-target requests (keywords) and preparation of templates for ad campaigns
  3. Development of UTM tags
  4. Setting up ad campaigns in account
    • Search results ad campaigns: branded, against competitors (Elena Miro)
    • Ad campaigns in GDN: branded, against competitors (Elena Miro), by audience (Shopping lovers, Interested in fashion, Pants, Women's clothing, Outerwear)
    • Remarketing
    • Dynamic remarketing
  5. Launching and running ad campaig
Social media targeting
  1. Creation of advertising accounts on Facebook and VKontakte
  2. Creation of advertising campaigns by interests:
    • Facebook: Women's clothing (Boutiques, Online shopping); Restriction: women age 35+
    • VKontakte: Women's clothing; Restriction: women age 35+
    • Remarketing
    • Look-alike.
  3. Launching and maintaining advertising campaigns

Trading platforms

  1. Preparation of technical specifications for a product feed (Yandex. Market and Google Merchant)
  2. Creating and setting up a store in Yandex.Market
  3. Launching and running Yandex Market
  4. Create a product ad campaign on Google Merchant
Work plan for the second month
Digital marketing specialist
Regular tasks:
  • Preparation of project requirements for specialists
  • Control and verification of completed work
  • Wiretapping of telephone calls to the sales department
  • Conversion tracking by campaign
  • Media plan approval for the next month
  • Billing according to the approved media plan
  • Analysis of placements in the Yandex Advertising Network (YAN) and Google Display Network (GDN)
  • Tracking «low impressions» status
  • Position analysis
  • Analysis of text effectiveness in ad group
  • Analysis of search inquiries
  • Attribution analysis
  • Analysis of competitors' activity
PPC-advertising
Yandex.Direct
  1. Optimization of current ad campaigns based on data from analysts
    • Preparation of additional ads and a unique product offer (UPO) for testing
    • Conversion analysis of advertising campaigns
    • Configuring bid adjustments by gender and age, device
  2. Creation of new ad campaigns
    • advertising campaign against competitors (Tom Tailor, Comma, Apart)
    • «look-alike» advertising campaigns (site visitors)
    • advertising campaigns on the base of current clients.

Google Ads
  1. Optimization of current ad campaigns based on data from analysts
    • Preparation of additional ads and a unique product offer (UPO) for testing
    • Conversion analysis of advertising campaigns
    • Configuring bid adjustments by gender and age, devices
  2. Creation of new ad campaigns
  3. advertising campaign against competitors (Tom Tailor, Comma, Apart)
  4. «look-alike» advertising campaigns (site visitors)
  5. advertising campaigns on the base of current clients
Social media targeting
  1. Preparation of additional ads and a unique product offer (UPO) for testing
  2. Conversion analysis of advertising campaigns
  3. Creation of new ad campaigns for testing



Trading platforms

  1. Ad campaigns analysis in Yandex.Market and Google Merchant
  2. Placement on the Price.ru trading platform
SEO. Basic required tasks
1st month
  1. Checking and configuring indexing in The Yandex Webmaster dashboard
  2. Checking and configuring indexing in the Google Search Console
  3. Technical task for creating a file Sitemap.xml
  4. Technical specification for file correction robots.txt
  5. Terms of reference for eliminating non-working pages
  6. Technical task for eliminating duplicates of the main page
  7. Technical specification for setting up a redirect from WWW to without WWW
  8. Terms of reference for the correct H1-6 hierarchy on the site
2nd month
  1. Collecting the semantic core
  2. Clustering the semantic core
  3. Technical task for creating templates for the title and description meta tags
  4. Terms of reference for the elimination of duplicates on the site title and description
  5. The terms of reference for the optimization of headers, H1
  6. Technical specification for setting up the CNC for a number of pages
3rd month
  1. Technical specification for setting up Open Graph micro markup
  2. Terms of reference for setting up micro markup Schema.org
  3. Technical specification for setting up Last-Modified on the site
  4. Recommendations for speeding up site loading on mobile devices
  5. Technical task for setting up error 404
  6. Recommendations for improving filters on the site
KPI
What result do we predict?
MediaPlan
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MediaPlan - SF.RU version
When preparing the media plan, we were guided by the fact that the promoted site is new and there have been no test runs of advertising before. We understand that the initial task for the project is to make a profit, and the cost of regular SEO work in the first months will not pay off. Therefore, we suggest, if necessary, to carry out basic mandatory work on technical optimization of the site, and to include full-fledged SEO in the work after 6-8 months from the moment of indexing the site.
SEO. Traffic forecast
Our customers
Who already gets the result with us?
Any other questions?
Contact us:
Your Manager:
Daria Martynova
telephone:
email:
website: