Case study | Dixons Carphone

How Greenlight’s Black Friday campaign for Dixons Carphone increased online revenue by 1,687%

The Client

The popularity of the US shopping tradition ‘Black Friday’ has continued to soar in the UK, redefining the Christmas shopping calendar in the process. To capitalise on this, Currys tasked us with creating a Black Friday organic search campaign.

The Objectives

We sought to achieve the following core goals:

  • Increase organic ranking for Black Friday-related search terms ahead of the day itself (27th November 2015)
  • Become the most visible retailer for the core Black Friday-related search terms in the organic search listings
  • Increase organic visits to Currys’ Black Friday landing page in November by 50% year on year
  • Increase organic new registrations on the Black Friday page by 15% year on year

The Strategy

  • We developed an all-encompassing SEO strategy to allow Dixons Carphone to achieve these objectives. The strategy was formed around the three main pillars of SEO: strong technical foundations, on-site optimisation and content & engagement activity (through link acquisition).

  • This comprised of identifying core Black Friday terms utilising our proprietary search tool, OneHydra, and optimising Currys’ Black Friday landing page for those terms. We ensured internal linking and correct redirects were in place to and from the page and acquired links to the page from high authority websites through targeted outreach. Finally, we created Black Friday-specific content for the site and Currys’ TechTalk blog.

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Results
  • Organic revenue from the Black Friday page was up 1,687% year-on-year

  • Organic visits to the Black Friday page in November 2015 increased by 224% year-on-year

"A huge thanks to Greenlight for helping us to make this happen and helping to contribute to the most successful Black Friday we’ve ever had."

Amish Mehta, Senior SEO Manager, Dixons Carphone.

AWARDED

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ALL RESULTS

  • OVER 150 HIGH QUALITY LINKS

    Thanks to earning hundreds of high quality links to the page, it was the second most authoritative page on the site after the homepage. Example sites include The Telegraph, The Huffington Post and The Mirror.

  • CURRYS WAS THE MOST VISIBLE RETAILER ON THE DAY

    Currys was the most visible retailer on Black Friday, appearing in the top half of page 1 for a variety of high volume Black Friday related terms, such as position one for the term ‘Black Friday Deals 2015’ and position 2 for ‘Black Friday 2015’.

  • INCREASED ORGANIC REGISTRATIONS BY 17%

    Organic registrations to the Black Friday page increased by 17% YoY (a 13% increase on the target set).

  • ORGANIC VISITS TO THE PAGE INCREASED BY 224%

    Organic visits to the Black Friday page in November 2015 increased by 224% year-on-year (a 348% increase on the target set).

  • INCREASED ORGANIC REVENUE BY 1,687%

    Organic revenue from the Black Friday page was up 1,687% year-on-year.

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