Thomas Jewellers was an iconic name in jewellery across regional Australia for over 120 years. With 8 stores nationally, most notably in Melbourne’s Bourke Street Mall, Thomas Jewellers also placed a focus on their online presence. As part of the brand’s evolution, the team at Thomas redesigned a new online store and launched this with expectations of traffic and sales growth.
Unfortunately, this wasn’t the case. Due to a lack of focus and direction on search engine performance, their existing online revenues took a sharp dive due to lost exposure and SEO performance. The team engaged nimbl to conduct a review of what had occurred, and implement a plan to recover (and grow) their lost online revenue.
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Immediately, nimbl performed a post-migration audit and review of the impact of the website launch. The team identified many issues leading to a 40% drop in revenue over the month’s after launch. As part of a wider SEO strategy, nimbl put a strategy in action to quickly recover revenue back to their baseline within 2 months.
Post-recovery, the team continued to work with Thomas to drive the growth they expected their new website to bring. With the recovery occurring in mid-2015, a focus was placed on the upcoming Christmas period. As a result of our work, December saw a 40% increase in revenue from 2014 – a fantastic result. Further into 2016-17, traffic growth continued to reach new heights (as shown in the graph).