Oye Modern: Effective search strategy backed by powerful analytics

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Background on Oye ModernOye Modern is a specialist online retailer of unique jewellery, stocking a range of designer pieces from DJ turntable rings with real vinyl, to sterling silver necklaces styled as crisp pencil shavings. Traditionally the site generated the majority of it’s business via online word of mouth from blogs, social media, and other online communities recommending her products. There was also a limited paid search program that was failing to deliver cost effective conversions and needed some love.

http://www.oyemodern.com/

Challenge for Datalicious
With a budget of $5,000, Oye Modern wanted to ramp up sales and visibility to capitalise on the pre-Christmas period. Datalicious was engaged to stretch this limited budget as far as possible, leading us to think outside the box and employing analytics to show return on investment.
The solution
With such a small budget, traditional media channels were ruled out quickly and Datalicious looked at how we can use proven tactics within low and zero cost environments such as organic search, social media and complimentary sites, together with tactics to optimise the website experience and messaging to achieve Oye Modern’s objectives.
Implemente recommendations
Partner with website Daily Addict which has a small but affluent following in Sydney with a good social-demographic match to customers that had previously purchased. The partnership involved Daily Addict producing video editorial featuring jewellery tips from Oye Modern, and was distributed via social media and emails to followers.
Optimisations to the site for organic search by creating additional pages, improving internal linking and simple changes to site copy.
Add several proven conversion optimisations to the website such as free shipping, a gift guide and improved messaging about delivery and returns.
A small paid search campaign in higher converting countries targeting product related keywords. This campaign was designed to generate learnings and continue to run as a profit centre after the Christmas campaign finished.
The Oye Modern team, together with our Datalicious planner Leila Hassan, executed all of the recommendations brilliantly and quickly within budget (excluding labour by their internal team) and put Oye Modern in the best possible position to capitalise on the Christmas gift giving frenzy.
The results

All marketing efforts combined produced a sales increase of over 400% from the normal baseline sales results of which at least 30% could be directly attributed to paid search managed by Datalicious.



Organic search increased 100% with almost twice the volume of visitors compared to the pre-campaign baseline - with many top 3 rankings for product terms, particularly the top selling products and names of designers.

Searches for “oye modern” (branded searches) increased significantly, together with a much higher conversion rate - it was great to see how the other activity produced an uplift in branded search.

The Daily Addict editorial was well received, generating several YouTube honours for being one of the top viewed in it’s category during the campaign, together with positive anecdotal feedback via email and social media comments.
With this campaign behind us now, we look forward to looking at new and interesting ways to continue to increase sales for Oye Modern, and allow Jeni the founder to leave her day job and put all her focus towards selling this wonderful and original jewellery to the world. "The SEM campaign that Datalicious put in place significantly increased our sales over the Christmas period and also introduced us to new markets we hadn't actively pursued before. The Datalicious team are smart, fun and an enjoyable bunch of people to work with." Jennie Oye, Director.



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