Helping Furla Japan be Less Reliant on Paid Search

Industry
Luxury Fashion Brand

Challenge

Furla, a luxury Italian fashion brand has a loyal following in Japan, and wanted to optimize organic search opportunities locally. However, the E-commerce team noticed a steady decline in organic traffic for the Japan site, forcing it to rely on paid search to capture its share of a highly competitive market.

Solution

They engaged Botify to make search serve their brand more sustainably. Starting with the tech foundations, the key to any robust and sustainable SEO solution, working closely with the E-commerce and development teams, critical technical fixes were identified that brought positive results almost instantly.

They identified winning keywords for revenue generation and gained unique insights into user search behavior using Botify’s RealKeywords feature. Many keywords generating traffic organically were also being paid for. Within a year, over a thousand costly keywords had been paused, redirecting funds to drive acquisitions.

“Botify identified what needed fixing in the backend, and within about 2 weeks we witnessed an increase in conversions from organic search.
‍ Abby Okon, E-commerce Manager at Furla Japan

Results

Click-through and conversion rates saw almost immediate improvement. Abby Okon, E-commerce manager for Furla Japan stated: "We were amazed to see positive results so quickly. When we started, both organic traffic and conversion were declining. Botify identified what needed fixing in the backend, and within about 2 weeks we witnessed an insane increase in conversions from organic search."

Revenue increased for one of their categories by as much as 92% within one month after implementing the SEO optimization in July, with a 173% increase for another category by October.

The robust, technical + content SEO project plan yielded a positive impact quickly. After just twelve months of collaboration:

• Organic conversions increased, reducing reliance on paid search.
• The E-commerce team learned to match content with user search intent, effectively capturing and converting organic traffic.
• With Botify’s RealKeywords and LogAnalyzer insights, Furla Japan can now optimize content ahead of publishing new product pages, staying ahead of the SEO curve.

“With Botify I have a collaborative extension of my team. We’ve achieved amazing results in a short time, rebalancing paid, organic, and optimizing content in advance.”
‍ Abby Okon, E-Commerce Manager at Furla Japan

Key Metrics

• $4,800 Saved per month
• 21% Increase in SEO clicks
• 173% Increase in content SEO revenue