Overland Increases Revenue 5x with Conductor
About Overland
- Headquarters
- Fairfield, IA
- Company Size
- < 1,000
- Industry
- Retail
Overland is a classic luxury brand, selling fine sheepskin and leather, founded in 1973. Over 45 years, 16 stores, and one thriving web business later, Overland continues to flourish. Their product line has grown from a handful of sheepskin coats to over 1,000 styles of quality sheepskin, leather, and fur products all with the Overland stamp of excellence.
Currently, as an e-commerce business, their success hinges on qualified customers finding and converting on their site.
The Challenge
Overland tasked Big Tree Marketing with both these goals: improve their search visibility and increase their conversion rates.
Site Redesign’s Potential Losses Turn into Revenue Wins
To get conversion rates up, Big Tree Marketing began to execute a major overhaul of Overland’s navigation, product page layouts, and shopping cart checkout experience.
Understanding any site redesign work poses a major risk to a website’s organic visibility, Big Tree Marketing used Conductor to ensure no rankings and authority were lost as they made changes to Overland’s page content and site architecture.
“You can’t make a big change to a site without understanding the SEO impact. Otherwise, you can unwittingly cut off one of the biggest sources of that company’s revenue—organic search.”
That’s why we use Conductor to test all of our changes, making sure we’re not only protecting Overland’s organic authority, we’re improving it.
Graph represents the organic performance of Overland.com and includes seasonality.
Not only did Conductor help preserve Overland’s existing SEO authority, Big Tree Marketing attributes the 45% organic revenue gain to the platform’s insights.
Spending Time on Projects That Bring in the Most Revenue
Beyond CRO improvements to Overland’s site, Big Tree Marketing invested time and resources in building Overland’s presence online with social and link building campaigns.
With a small team and thousands of different potential pages to work on, Big Tree used Conductor to prioritize the projects that would have the biggest pay off.
When we focused on link building, we used Conductor’s platform to research competitors and learn from their successes. If we worked on a social media campaign, we used Conductor to understand what landing pages we would get the most impact from improving. If we were focused on a conversion rate optimization relaunch of a page, we make an annotation in Conductor to track that impact. Conductor’s value goes beyond SEO for us. It has absolutely been worth the investment.
An Easy Way to Show Results That “Thrilled” Their Client
With Conductor’s flexible reporting, Workspaces, Big Tree Marketing shared progress with their client throughout their projects.
They customized those reports to reflect the seasonality of Overland’s business. They delivered concrete metrics like traffic and conversions thanks to Conductor’s integration with their analytics.
“Some of our clients have expressed that their previous SEO firms left them in the dark on strategy. We take pride in being able to show complete transparency in what we’re working on, and translate that work and our results into a language that resonates with our clients.
