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ASICS – Increasing average organic revenue by 122%

Andrew Longley

Senior E-Commerce Performance Manager - ASICS

Awards Won:

ASICS, one of the leading sports retailers in the world, approached Re:signal in December 2018 with a desire to generate an uplift in organic search traffic and revenue across European sites, following previous years of organic search decline and stagnation. 

Defining our goal

Re:signal performed a full audit of ASICS SEO processes, their market share, and visibility. Following this we presented ASICS with a complete competitor and opportunity analysis, and a forecast for growth.

 

From this ASICS and Re:signal set initial targets for the partnership:

  • 30% Increase in Year-on-Year Organic Revenue.
  • 30% Increase in Year-on-Year Organic Search Traffic.

 

“We were consistently missing our targets on organic revenue growth… With 26 websites in 8 different languages, we just didn’t have the in-house expert SEO knowledge that we needed”

Andrew Longley

Senior E-Commerce Performance Manager – ASICS Europe

New process, new challenges

We developed and executed an international content strategy across 8 languages. This included the creation and optimisation of new and existing informative articles and guides, two types of category pages and an FAQs section, alongside on-site technical optimisation.

  1. We implemented key technical SEO actions working together with the in-house team in deployment sprints to ensure we had a solid platform to build upon.
  2. We optimised 2,000+ PDP (product detail pages), improving on-site optimisation for key existing pages with the opportunity to boost rankings and traffic.
  3. We created content for 584 existing PLP (product listing pages) in tier 1, 2 & 3 markets by order
    of priority.
    This copy is internally linked to relevant product/category landing pages for a
    strong internally connected architecture. In the commercial sense these optimisations to
    date have had the most impact on the brand, as uplift across these category pages meant
    significant revenue uplift.
  4. We created a “Running Advice” content hub which we populated with 600+ informative articles, centralised in English and localised in French,
    German, Spanish, Italian, Dutch, Polish and Portuguese.
  5. We produced creative digital PR campaigns to strengthen link reputation this was produced and promoted on the topic of how far can you run in a year.
Our Running Advice Hub has enjoyed YoY traffic growth!

Actionable insight

A snapshot of our customer- buying cycle analysis, and traffic opportunity analysis!

The Business Impact

We helped improve outcomes in two key areas:

1. We helped up-skill the ASICS in-house team – by acting as an extension of the ASICS team, we trained their SEO analysts on useful tools, helped improve the content turnaround time & supported general site maintenance.

2. We prioritised by value to drive organic growth for ASICS – putting the customer first to ensure that we’re focusing our efforts on the market opportunity to target awareness,
consideration and conversion traffic, in order to grow meaningful organic traffic and revenue growth, adapting to changing search demand trends during covid.

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Average Increase in Organic Revenue
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Average Increase in Organic Traffic
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Delivered ROI to date

The Drum Search Awards 2022 – Re:signal & ASICS win Best in Retail/eCommerce!

"Re:signal were able to diagnose the problem perfectly and produce a detailed strategy that gave us 100% confidence that it would get results"

Andrew Longley, 
Senior E-Commerce Performance Manager

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