Prezzybox’s Christmas success with Pi Datametrics
Written by: Harry Higgins, Marketing Assistant at Prezzybox
“Prezzybox is an online gift retailer based in a farmhouse in rural Warwickshire. Established in 2000, we have cemented ourselves within the online gift space, alongside competitors such as notonthehighstreet.com, and Iwantoneofthose.com. At Prezzybox, we value happiness above all else, and this translates to everything we do. Ultimately, we pass on the happiness to our customers!
As with many other areas of retail, but especially in the gifts sector, Christmas really is everything for us. Our organic traffic is pivotal to our performance, and we don’t want to lose that. As such, it’s important to know in the run-up to Christmas that we’re on target and appearing in the best positions for all the highest volume search terms. Without a platform like Pi, frankly, we’d be taking shots in the dark.
By structuring our Pi account in a way that allows us to drill-down into every aspect of our business, with a special focus on Christmas, we can make sure that there aren’t any major problems with any of our flagship pages. Working with Danny, our account analyst at Pi, we can identify any issues and determine a strategy to rectify and improve our SEO efforts, to ensure we’re sitting at the top of the search results page, ready to welcome people to our site.
Prezzybox’s performance for ‘Christmas’ searches
Above is our performance index for overall ranking in our ‘Christmas’ workspace, for all ‘Christmas’ content. As is shown in the chart, Prezzybox sits a comfortable amount above our competitors for the search terms tracked in this workspace.
‘Christmas’ performance in 2016
Date range: 01/10/16 – 31/12/16
Overall landing page uplift
Yellow: ‘Stocking fillers’ – position 2 up to 1
Blue: ‘Mens Christmas gifts’ – position 4 up to 2
Green: ‘Christmas toys’ – position 62 up to 7
Purple: ‘Christmas presents’ – position 2 up to 1
Landing page uplift: Stocking fillers
Yellow: ‘Stocking fillers’ – Hit position 1 on 18 November 2016
Our organic entrances to our ‘Stocking fillers’ landing page went from 13,145 (5/10/16 – 17/11/16) to 31,732 (18/11/16 – 31/12/16) after hitting position 1 in the search results; an increase of 141.40%.
Site-wide uplift: Stocking fillers
The sites’ average uplift over the same period was 118.95%, meaning that our ‘Stocking fillers’ page was our best performing page.
Landing page uplift: Mens Christmas gifts
Blue: ‘Mens Christmas gifts’ – Hit position 2 consistently on 23 Nov 2016
From the point that this term hit its highest position, through to the end of the year, we had 98,914 organic entrances. Compared to the same period prior to this, this was a 133.28% uplift.
Site-wide uplift: Mens Christmas gifts
Over the same date range, the overall site on average saw an 88.66% uplift. Once again, this showed us that this page was performing really well as a result of its organic position.
Landing page uplift: Christmas toys
Green: ‘Christmas toys’ – Entered top 10 on 3 Oct 2016
Previously, this page was ranked in the mid 60s position, so tracking this term and monitoring its progress allowed us to identify a problem, implement a solution and track our progress. Over Christmas this relatively new category managed to garner 800 organic entrances.
Landing page uplift: Christmas presents
Performance for this flagship term is relatively stable at position 1. Having the ability to track if it falls, and diagnosing why, is very important to us as a business. If something is impacting our organic traffic and ultimately our revenue, we want to know why and how we can fix it. Pi is a really important tool for us to be able to do this and do it well.“
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