Minks By V | SEO Client Case Study

How Minks By V Generated $15k + 166% increase in conversion rate from Google in 30 Days

The Challenge

Minks By V is a eyelash extensions aftercare and lash falsies accessories brand founded by Valencia Koger. Valencia came to The Marketing Prophet with already stunning analytics. Her store was already at a 2.3% conversion and she was already getting good traffic and sales from social media platforms (Instagram and TikTok) and a few hundred traffic from Google. Once she made a few sales straight from Google, she sought The Marketing Prophet to make this a consistent sales channel so that she didn’t have to put in extra hours on social media to keep her sales number relevant.

The Solution

We first dived deep into Minks By V website analytics. We were impressed by her store’s conversion rate of 2.3% and she expressed she would like to see an overall conversion rate of 3% consistently. Her conversion rate from organic shopping and organic search, from her Google Analytics, were at 0 at the start of working with Minks By V. Her main goal was to make organic shopping and organic search her number 1 traffic driver with a conversion rate between 2.3%-3%.

After taking a look at Minks By V’s analytics, we noticed that organic shopping and organic shopping were not in her top 5 traffic channels, they were non existent within from Oct. 2022-Jan.2023.

Next, we dived into understanding that organic traffic she was driving to her site and what pages they were landing on the most. We dug into her search competitors and her brand competitors to come up with targeted keywords for attracting a ew audience.

Minks by V started out with 496 website traffic from search in a 90 day period. Organic shopping was 33 website visits within the same 90 day period before hiring The Marketing Prophet.

We then started continued with an overall site audit, product copy audit, and content audit to understand their current customers purchasing journey and the journey of the customers coming from search. Minks By V menu navigation structure was hard to navigate and did not give opportunity for potential customers to find all of her products easily. We worked together to build a navigation menu that showcased all products and kits and could get to the purchase page in 3 clicks or less.

We also assessed all the keywords they were currently ranked for that had a good search volume and low competition. We focused in on the keywords that best represented their product line that they were trying to increase organic traffic to as well as increase conversions from.

The last thing we focused on for Minks By V was her long form content, blogs. They were non existent and holding back potential opportunities to not only educating her audience but giving Google more pathways for new people to finding the brand through search. We also added a blog menu header to the main navigation page and added her new blog posts to the product descriptions of relevant products to increase inbound traffic (and linking).

We put together a 3 month content plan to help Minks By V create high quality blog posts that are educational and spark conversion. We made sure Valencia focused on blog post topics with high search volumes and that were most relative to her top selling products.

Then, we got to work!

As for ranking, Minks By V currently did not have any page 1 rankings. They also did not have any #1 rankings. We worked together with Valencia to understand what were her best selling products and what products she really wanted to push organically. Her goal was to increase the average dollar sale to bring in more revenue. With that being said, we started off with creating and optimizing her lash care and after care kits since those would increase her average dollar sale and they were less purchased overall.

At the beginning of this project, Minks By V site was ranked for 140 keywords. One of the keywords bringing the most organic traffic to her website had the wrong search intent. Users were bouncing off her site because the product “water repellant” led to her lash water repellant sealant but this keyword has a search intent mainly for construction water repellants. Because of the wrong search intent, Minks By V’s bounce rate was extremely high from organic search channels.

Valencia also expressed that she wanted to expand her global reach to UK consumers since she’s seen a massive shift in sales from socials being shipped there. She wanted the same result organically. We research keywords that her target audience were searching in the UK and made sure to add those keywords to her product pages and meta data.

The Result

Within the first 2 months Minks By V has now tripled their organic keywords ranked for their website from 140 to 655! We were able to increase her indexing by Google that helped expand how many potential new customers were finding Minks By V organically.

Minks by V has a few #1 keyword rankings such as “waterproof lash sealant”. Minks By V now has multiple keywords ranking on the first page of Google bringing her site around 206 visitors in the 2nd month after her SEO Project was finished. We also were able to help increase her backlinks from 23 to 31 in 60 days.

Within 3 months, Minks By V’s organic traffic increased by 565% and organic search and organic shopping are now in her top 5 traffic drivers.

In the last 30 days (Feb. 2023), Minks By V was able to convert their new organic search and shopping traffic into $15k in sales. Minks By V’s blog posts are also increasing her site’s engagement time and keeping her rankings consistent on the first page of Google for certain keywords.

Minks By V conversion rate had a 166% increase and is now at a consistent conversion rate of around 3%-3.19 from our implementation of SEO within the first 3 months.