Case Study

Viking Direct get fresh product copy and increase sales

  • 25% Increase in items sold
  • 36% Increase in sessions
  • 500+ Product descriptions written

Viking’s Ireland ecommerce site needed refreshed product copy to help improve their online visibility and increase sales. How did they undertake the mammoth task of writing accurate, search-friendly product descriptions designed to convert?

What were the main business goals for Viking Direct?

Office supplier Viking Direct, wanted to increase online sales made through their organic channel. They needed to improve their search visibility and provide potential customers with persuasive copy to encourage conversions. They wanted Red Hot Penny to come up with a strategy for success.

How did Red Hot Penny help Viking Direct achieve success?

Our Insights, Search and Content teams worked together to plan and execute a 3-month project which helped improve Viking’s organic performance.

We started by taking stock of Viking’s current position for all the products that would be re-written and benchmarked their sales and rankings online. This helped us to measure any changes as a result of the project and allowed Viking to assess our activity.

At this stage, our copywriters worked with Viking’s internal product team to get to grips with their brand style and tone of voice. We were also able to guide them on SEO best practice for product descriptions and created a new structure for product copy that met both search engine and customer needs.

The team carried out keyword research for relevant search terms and volume to help inform the new copy. This was also shared with Viking’s internal team to help inform their wider marketing strategy.

Once all these elements were in place, our SEO copywriters got to work re-writing more than 500 product descriptions and product titles across 8 different categories. Each product was carefully researched to include accurate and helpful information for Viking’s customers.

What were the results?

Our project helped Viking successfully increase the visibility of the product pages we worked on. As a result, for the products rewritten as part of the project, Viking saw the number of items sold through organic search increase by a quarter compared to the previous year. Sales of the products increased by 10% from the same channel and sessions jumped by 36%.

After the project, the number of keywords ranking on page 1 increased by 230% and Viking’s improved position was encouraging more click-through from potential customers.

If you want your product copy to perform better for your brand, get in touch for a chat about how Red Hot Penny can help increase your online sales.

 

What the expert said

This was a truly collaborative project, using the expertise of our insights and search teams to inform the new product descriptions and successfully address the needs of Viking's customers and search engines

Libby Richfield, Head of Content

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