Client
We were first introduced to Kiniki via a design agency and at the time Kiniki had an ecommerce website that was completely banned in Google even for the Kiniki name.
In 2005 and long before the days of Google Panda and Penguin this was clearly a serious and a matter for proper expertise.
The first objective was to recover the website from its penalty and the second was to market the website online whilst overcoming the difficulties of advertising men’s underwear to a core gay market as well as an emerging market for a new range of men’s and women’s beachwear which appealed to all.
70%
Improvement in conversion rate via email marketing.
Solution
After removing some highly dubious SEO practices and re-instating the Kiniki website on the front page of Google for “men’s underwear” and other core keywords, this generated sufficient web traffic to allow some advanced multivariate testing methods to be put in place via a number of online media including: email marketing, third-party affiliate advertisings and both SEO and PPC landing pages.
As an ongoing project and part of the online support contract we continually tested ideas and experimented with different messages and images knowing that the market was somewhat fragmented.
Result
Over the first year we increased the conversion rate significantly via simple A/B testing within the email marketing campaign. SEO together with a general improvement in sales conversions then increased to the extent that this fed back to Google and the rankings also increased to the point that the site ranked #1 for “men’s underwear” for several years.
Additional traffic then allowed us to experiment at a more advanced level with a greater degree of confidence in the findings and test conversion rates across men’s products vs. women’s products, men and women buying for themselves vs. buying for the opposite sex as well as underwear vs. swim-wear and summer vs. winter, autumn & spring seasons.
