Work

Global Footwear Brand

What do you do when a new website exclusively for the US loses consumers to the UK website experience?

Challenge

Our global footwear client unveiled a brand new website exclusively for the US market. Unfortunately, consumers were being driven to their UK website due in large part to mixed results in Google. In order to ensure our client reached their target market, engage dove into the technical issues causing confusion with search engines, and ultimately consumers.

Insight

Since the client’s existing pages had no connection to the new web experience, it didn’t send the correct signals to Google to associate the various versions. Thus, consumers were not sent to the page best suited to their expected location, language and currency.

Impact

We identified the top product category pages within the US and connected them to their UK equivalent. This eliminated confusion and helped ensure Google displayed US page options to US customers.

76% decrease in the number of US keywords sending search traffic to the UK website.

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