Glamorise

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THE PROJECT

Glamorise: Modern Bras For Real Figures

Glamorise is an industry leader in creating bras for full-figured women. Since 1921, the company has been dedicated to making the best-fitting and most comfortable bras for women with full figures. Glamorise designs its own products, sources its own materials, and manufactures its own products. Not only that, but the bras are fitted on real models. This difference in quality means there is no cheating in grade or fit.

THE CHALLENGE

Taking a Hundred Year Old Company Direct to Consumer

Glamorise is a well-established brand in its market, but the company wanted to take back into its hands some of the control over the brand. It had been selling wholesale to all major online lingerie stores, but never reached the consumers themselves. Therefore, the company decided it was time to take their brand direct to consumer and overhaul their online presence. They started with a brand new eCommerce site, built to showcase their unique portfolio of products. However, the company also knew their new initiative couldn't stop there. They needed a way to funnel traffic to their site and raise their online presence in order to connect with their target audience. Glamorise chose Visiture to manage both their organic and paid search channels in order to achieve these goals.

Visiture has been a true partner from the beginning. Their expertise in PPC and immediate results that translated into increase revenue convinced us to also work with them for SEO. This decision paid off immediately and organic search is now our number one channel, which generates the most users and revenue. The team we work with at Visiture is extremely efficient and knowledgeable. I would highly recommend Visiture to anyone that is looking to improve their search engine marketing.

Angela Martin-Fehr
VP of Marketing at Glamorise

THE SOLUTION

Using Paid and Organic Strategies to Drive Traffic

Going into our partnership, Glamorise had lofty goals for their direct to consumer channel. They needed to drive not only traffic and visitors to the site, but also increase conversions and sales. After a thorough audit of their marketing channels and eCommerce site, our team recommended a combination of SEO, Content Marketing, Paid Search, and Paid Shopping to help them bring in traffic and increase sales.

Paid Search and Shopping

For their paid search and shopping efforts, Glamorise outlined several initial goals, most notably to achieve a ROAS of at least $3.33. Our team took these goals and started analyzing their historic paid search and shopping campaigns. Armed with all of this information, our team put together a comprehensive paid search and shopping strategy for the company that utilized both Google and Bing.

Our first initiative was to restructure the company's paid search accounts. The new account structure adhered by Visiture's best practices and included adding simple, but significant details, such as call-out extensions, structured snippets, and site links. Once those changes had been implemented, our team started work on other campaign adjustments. We expanded upon brand and non-brand coverage to allow for greater reach.

Additionally, our team also worked to implement new Shopping campaigns for the company. We optimized their data feed through the rules and configuration of GoDataFeed, which allowed us to improve titles, descriptions, and categorizations on their Shopping ads.

glamorise shopping

SEO and Content Marketing

In our organic search efforts, we got started right away with technical and content audits across the board. We found several issues that needed immediate attention: We updated the company’s robots.txt file, corrected canonicalization issues, and created a 301-redirect map for 404 errors. We also found that the company had a lot of duplicate meta descriptions that were hurting its results. Our content team then wrote unique meta descriptions for these duplicate issues. After this was accomplished, we turned to optimizing its category pages with our up-to-date best practices.

After the initial round of on-page optimizations were complete for the company's site, our team turned our focus to their content marketing efforts. Utilizing the information gleaned during our audits, as well as our independent keyword research, our content strategists worked to create high-quality content for the company's blog. This content was focused on specific, timely content that would resonate with the company's target audience and their search queries. Additionally, we worked with the company to both optimize existing resource pages and create new ones that would help provide additional educational material to their visitors.

In tandem, our team also worked to created editorial articles that we pitched to relevant, external sites for placement. Our outreach specialists worked on getting high domain authority relationships with other sites to earn the company quality backlinks and help expand their digital presence and awareness. We found this piece of the strategy to be particularly effective. On average, we attained 19 pieces of coverage for Glamorise, with those sites having over one million visits. These pieces of coverage also garnered, on average, 106 social shares and 23 links from coverage.

Glamorise Bra Calculator

THE RESULTS

Increased eCommerce Performance

Overall, this has been a very successful campaign for Glamorise’s portfolio of brands. Not only have we been able to increase paid conversions by 101% and organic users by over 95%, the real impressive part is that we’re just getting started in helping Glamorise fulfill its mission. The strategies that we have implemented through our efforts are designed to continually improve the company’s search marketing efforts.

167%

Increase In Paid Revenue

154%

Increase In ROAS

135%

Increase In Organic Revenue

652%

Increase In Keywords

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