AN SEO DRIVEN CAMPAIGN THAT MADE BIG WAVES IN A PREVIOUSLY UNEXPLORED LANDSCAPE - DURING A PANDEMIC.
While Lux Hair was a thriving boutique hair salon chain, the great 2020 lockdowns in Melbourne had plans to dim their shine. Not wanting to allow the pandemic to get the best of them, Lux Hair decided to open up a brand new revenue stream to keep them afloat and their customers glowing.
With a partnership crafted by the gods, a masterful site migration and SEO campaign was executed, helping Lux Hair become a household name within the eCommerce world of haircare.
increase in keyword rankings
increase in organic sessions
increase in non-brand impressions
increase in organic revenue
Lux Hair is a boutique hair salon brand with three locations in Melbourne including Altona, Preston and Coburg. They specialise in hair cutting, colouring, extensions and keratin treatments and also offer their clients access to an extensive range of retail products, helping them to care for their luscious locks long after they’ve left the salon chair.
It’s no secret that the pandemic decimated the entire in-person beauty industry. Once Melbourne was placed into its second strict lockdown in July 2020, people were unable to visit their favourite hair salons, forcing them to take matters into their own hands. Considering all three of Lux Hair’s salons were situated in Melbourne, they were forced to close their doors, cancel all appointments and watch their revenue plummet.
People everywhere were flocking to the eCommerce landscape looking for hair products to maintain their hair during lockdown. Lux Hair already sold a huge variety of products, however, due to the salons’ in-person success, they hadn’t yet opened an eCommerce store. We saw this as an opportunity for Lux Hair to take the hair care eCommerce world by storm and rejuvenate its revenue potential.
With the previous site not able to support a thriving eCommerce business, coupled with a stream of technical issues, we began with a site migration onto the Shopify platform. We then began to create and optimise brand new category pages that would address the search queries made by the eCommerce target audience – pivoting from their pre-pandemic strategy.
While all of the technical SEO and content work was taking place, we got stuck back into the pre-pandemic, local SEO strategy. Due to the string of snap lockdowns and concurrent re-openings, salons were allowed to take bookings intermittently. By optimising location pages, we ensured that Lux Hair was ready to pivot on a dime and attract a sea of in-person customers in an instant.
The key results obtained during the campaign were significant – in the best way. Impressive was able to meet and exceed every goal and KPI that was laid out at the beginning of the campaign, leading to a 21% increase in non-brand impressions, a 373.48% increase in organic sessions, a 1300% increase in keywords ranking number 1-3, and a 668% increase in organic revenue.
Considering Lux Hair went from nursing rapidly declining profits and dusty retail products to a successful, international eCommerce business whilst in the midst of a pandemic – well, that’s Impressive.