Growing Flipstick's Presence on Google
Driving D2C sales with a website refresh and powerful SEO strategy
Flipstick is a walking stick seat brand that has been sold globally through distributors for over 30 years.
Flipstick has historically sold through a distributor network with very little revenue generated from D2C sales. However, Flipstick were looking to change this and begin to reach more consumers whilst improving the brand awareness online to assist in overall distributor network sales.
With no internal marketing resource, Brick were tasked with delivering sales growth online for the brand from strategy to implementation.
As the existing Flipstick website was outdated and had a very low conversion rate, we suggested building a new eCommerce website on Shopify to allow for future scaling of the Flipstick sales channel with SEO and PPC.
There are a number of audiences across demographics that are either already aware of, or would be interested in Flipstick if they had awareness of them, therefore we knew the website would need to have a universal appeal whilst ranking for a wide range of keywords to draw in these audiences.
Before the launch of their new website we started with an in-depth audit of the existing website and their competitors to better understand the market for walking stick seats, which lead to us uncovering some untouched, low-hanging fruit.
With this strategy in place we built new targeted pages within the website to meet the user intent of customers who wanted a walking stick seat for different outdoor activities. Within the new pages we crafted expert content for each use case to highlight the technical features of the Flipstick that made it a perfect product for this activity. This also involved creating content that answered common user questions.
To help rankings and conversion we then looked at on-site usability features that would keep users on page for longer to provide positive signals to Google which would inturn improve rankings. This involved developing new on-page trust signals, and improving the product page layout.
As well as the on-site SEO work, we have run and continue to run link building campaigns to acquire relevant backlinks to the Flipstick website. Utilising creative content that appeals to the different Flipstick audiences to gain coverage on other authoritative website.
As part of our growth strategy we have analysed performance from our Google Shopping campaigns to identify other keywords and audience types to target into the future.
Increase in organic traffic
Increase in revenue from organic traffic
Increase in conversion rate
