Carhartt triples impressions with new website navigation

4650

click increase in just one workwear category

452

increase in monthly transactions

395

increase in impressions for standard male workwear

Background

Carhartt, Inc. is an American apparel company founded in 1889, known for heavy-duty working clothes such as jackets, coats, overalls, coveralls flame resistant clothing, and many other items. Carhartt is a family-owned company, owned by the descendants of founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan.

The company wanted to stop relying on wholesalers and transform from B2B to a B2C digital sales model. They hired us to develop an online marketing strategy that would optimize their poorly performing site and transform it into a massive eCommerce brand matching their status as a market leader.

Our strategy

Our experts needed to match the underperforming website and ads with in-store sales, improve website credibility, increase online purchases and adapt the shopping experience to the COVID-19 climate.

Google Ads

We have audited Carhartt’s Google Ads account and found that it lacks optimization. Moreover, well-performing targeted keywords weren’t correctly segmented in campaigns of their own. We have restructured the customer’s account to make sure that new ads scale and decided to focus the budget on high-ranking search terms with the best ROA.

SEO

Carhartt’s website had basic navigation that wasn’t good enough to market its high-end safety clothing. Deep keyword analysis and research from the best-performing eCommerce sites in the US helped us develop a strategy drawing attention to specific product categories. We used on-page and off-page analysis and our staff helped improve website value and rank higher on Google search results.

Achievements

843%

improvement in impressions for all safety clothing

299%

increase in monthly revenue for PPC ads

65%

decrease in the cost per conversion within 2 months

97.30%

decrease in average CPC

471,000+

impressions in the last three months for male workwear

10K+

average impressions
monthly

Improved ranking

from zero to second place for flameproof clothing

No.1 ranking

in FR (flame resistant) category

Results

4650

click increase in just one workwear category

We worked a lot on optimizing the customer’s website navigations and researched the market focusing on better-performing eCommerce businesses in the US. As the result, Carhartt’s revenue goals have been increasing every month! Our product-specific pages for women’s workwear alone have surged from 4.3K clicks a month to 5.7 clicks!

452

monthly transactions improvement

As businesses continue digitizing their service and payment processes, competition in the app development industry is getting fiercer. Fresh and relevant content with high-volume search terms helped us improve B2B right on the spot!

395

increase in impressions for men's workwear

Female workwear is the better performing of the two (thanks to seasonal changes and trends), but we have also achieved great results for the customer’s impressive range of men’s workwear and coveralls. Total organic traffic skyrocketed by 395% and our experts will keep working on optimizations to match the success of the sales of the female category.

Ready to get started?

Our team is always ready to provide answers and offer professional advice. Let’s work together to identify how we can be of assistance and find the optimal solution for your needs.