Angels (fancydress.com) Success Story

Background

• Angels is a leading fancy dress retailer that commissioned a new website in August 2008.  I Spy was engaged to ensure the site was search engine optimised and manage the transition from old to new site.

Client aim:

• Develop and transition fancydress.com to a new search engine-friendly website that ensures the retailer is ranked high up the search rankings and ensure it stays there.

Strategy

• Create an advisory manifesto with comprehensive, prescriptive advice on how the new site should be constructed and maintained.

Implementation

• New site development:
• URL rewriting – advising on the construction of website addresses so they are more conducive for search engine algorithms
• Removal of duplicate content and redirects
• Improved home page content and site architecture
• Creation of user & XML site maps
• Site launch:
• Pre-launch testing
• Post launch quality control – testing to see if implementation executed correctly and following up to action modifications
• Monitoring and reporting of site indexing and performance – regular site checks to gauge whether fancydress.com was ranking highly for selected search terms

Results

• Transition to new site was seamless as old pages redirected to new pages quickly
• Improved site design resulted in higher keyword rankings in search engines
• Overall visitor numbers increased 40% resulting in a proportionate increase in sales