Lindt & Sprüngli, more commonly referred to as Lindt or Lindt Chocolate, is a Swiss-based luxury chocolates manufacturer and retailer which has been producing high quality confectionary since 1845. As well as producing a range of truffles and specialist chocolate bars, Lindt also produces specialist seasonal ranges including the famous Gold Bunny and other holiday-themed items.
Objective: retain visibility for Lindt UK’s eCommerce and marketing websites while they went through a domain migration process and move to a responsive site design.
Lindt’s online presence was fractured across different domains and websites for corporate and online retail along with other microsites for different brands under the Lindt name such as Excellence, Hello and other “showcase” sites designed to support various marketing and branding campaigns.
By bringing many of these separate domains together and integrating the corporate UK site with the online shop, Lindt hoped to grow visibility by creating a one-stop online area for the brand to make future search marketing efforts more efficient and cost-effective. 4Ps was challenged to sustain the visibility of the brand for all its target search terms during a domain migration and content amalgamation, as well as create a solid technical foundation to future-proof the new website for organic search.
4Ps specialist technical search consultants worked closely with Lindt and their development agency at every stage from domain selection to wireframe and design concepting through to staging site and final launch.
4Ps also supplied expert analytics advice to allow implementation of data layers with Google Tag Manager which permitted collection of more granular product and sales information than a standard analytics eCommerce implementation, empowering Lindt to make data-driven business decisions in the future.
The website launch project included:
- Design feedback and HTML markup recommendations
- Full technical specifications for a search-friendly platform, from URL structures to copy optimisation
- International implementation advice including rel alternate hreflang
- Search market research and copy optimisation for the UK marketplace
- Integration for multiple sites to a single www subdomain and full 301 planning
- Extensive testing and daily visibility checks post launch to monitor organic search performance
- Post launch consultation and monitoring to ensure accuracy of data for the business
The principle challenge for the relaunch and migration was the combined use of two CMS platforms which would allow the new Lindt site to provide rich content management as well as a highly functional shopping experience. This led to challenges with the development agency covering the full technical search specification over both platforms and not everything was ready to go at launch. 4Ps worked closely with the development team to ensure that the most critical items were prioritised so that the site could launch as safely as possible with no visibility loss.
- Post launch the organic revenue is up 300%
- Year On Year the organic revenue is up 258%
(please note the below graph has numbers hidden to protect client confidentiality)
Visibility has successfully been migrated onto the new domain and continues to grow.
Reviewing visibility of the old domain vs the new domain which was migrated to in SearchMetrics also shows a completely straight exchange of authority which is an excellent result.
With a new site built on more solid technical search foundations and a domain unified for both retail and content marketing, Lindt have a solid platform for growth in 2015 and beyond which is already starting to give a return on investment, as the eCommerce data shows. 4Ps helped Lindt not just maintain their visibility but also to grow it in the short term, boosting revenue for the upcoming critical Christmas season, and to develop a site which will allow them to continue to grow their search marketing capabilities internationally across multiple devices in the future.
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