Evans Cycles increases product page search traffic by 23%

Company profile

Crawley, West Sussex, UK
Retail

Bazaarvoice Solution

Conversations

Client since

2009

Web link
www.evanscycles.com

Summary

The company saw a 23% increase in search engine visits to product pages.

  • What was measured
  • 23% increase in search engine visits
  • One product gets 361% more search visits

Evans Cycles is the UK’s largest independent bicycle and cycling gear retailer. Recognizing their customers’ intense passion for cycling, Evans Cycles launched Bazaarvoice Ratings & Reviews in November 2009 and Ask & Answer in July 2010. User-generated content (UGC) has proven search benefits, so to maximize those, Evans Cycles launched SearchVoice Inline (SVI) for their reviews in July 2010. SVI embeds the text of the first few reviews on a product into the product page’s code, effectively updating the content to feed the freshness search engines crave.

What was measured

The team monitored Evans Cycles’ site traffic during the 12 weeks prior to and 12 weeks immediately following the SVI launch. Using Advanced Segment functionality in Google Analytics, we were able to specifically track organic traffic that landed on Evans Cycles pages with URL containing “/products/.”

23% increase in search engine visits

After launching SVI, Evans Cycles saw a 23% increase in search engine visits to product pages. Additionally, the retailer’s keyword reach — the number of search terms referring searchers to Evans Cycles’ product pages — increased 14%.

One product gets 361% more search visits

An Evans Cycles analyst also noted that he sees huge value in the addition of UGC on product pages due to the pages’ higher page rank in searches. “Diamondback Venom,” for example, a specific model of Diamondback bicycle, saw a higher page rank after launching SVI, and 361% more search visits than before launch.

SearchVoice Inline for Evans Cycles reviews has been so successful at increasing search traffic that the retailer is now working to implement SVI on their customer Q&A as well.

The bottom line

UGC boosts search traffic by placing the words shoppers are using and searching for directly on product pages. Embedding UGC into product pages’ code amplifies these benefits by automatically updating pages with fresh, keyword-heavy content.

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