Client Case Study

Flower Girl Dress for Less

Flower Girl Dress For Less offers thousands of in-stock discount dresses for flower girls, first communion, holidays, christening gowns and accessories at bargain prices.

Belinda started out as a dress designer for little girls but then decided to join the e-Commerce revolution and started her online company shipping from her garage 15 years ago with a great e-commerce site designed by Navazon.

Objectives

Flower Girl Dress for Less hired Navazon to help develop their online store, as well as marketing her offerings to brides and mothers in the USA, Canada, and Europe.

Strategy

With thousands of styles and 15,000 SKUs, we decided that the best long-term marketing strategy was to perform deep and wide SEO/SEM work. However, since SEO work can take time to produce results, we staggered this with paid placement campaigns and buying keywords on Google. We also created a display ad campaign on Facebook, targeting women who changed their relationship status to ‘engaged’. We employed the following content creation and marketing methods:

Process

We optimized every product page and embedded product schema code in the source code to maximize optimization. Our SEO/SEM team performed a nationwide link building campaign, resulting in thousands of backlinks.  We created a product feed file and pushed the product listings onto shopping comparison sites, like Google Shopping, Shopping.com and others.  We produced videos and ranked them high on YouTube using our unique video optimization techniques. To further boost sales, we created an affiliate marketing campaign and reached out to wedding-related online businesses, bloggers and influencers around the world inviting them to join our affiliate program. We purchased keywords on Google Ads, focusing on long-tail keywords that cost less and produce more targeted results. On social media, we created a large presence for Flower GIrl on Pinterest, were most brides get inspiration when planning their wedding. We categorized and posted the dresses by color since our research showed us that brides usually search by color.  Finally, we conducted photo contests and sweepstakes on social media sites to drive up sharing and consumer engagement.

Results

Navazon built a large eCommerce website with 3,000 styles and over 15,000 SKUs. Flower Girl Dress For Less soon became the largest and most dominant girls’ dress company online.  Their sales continue to grow year after year. Today, almost all of Flower Girl’s sales are driven by organic traffic from SEO, social media marketing and affiliate sales.