Dirtball eCommerce Case Study

297%

Average pages-per-visit increase

53%

Time on site increase

51%

Pageviews increase

40%

Organic search traffic

Client Background

Dirtball Fashion is an eco-friendly clothing line that creates its apparel from recycled products. Located in Hickory, North Carolina, founder Joe Fox saw the rare opportunity to take waste and turn it into stylish fashion. Using only recycled water bottles, cotton and polyester, Dirtball Fashion creates t-shirts, hoodies, hats, jeans, shorts and socks that anyone would be proud to wear. Not only is Dirtball apparel 100% eco-friendly and 100% stylish, it is also 100% made in the U.S.A., making it America’s go-to environmentally friendly fashion line.

Challenge

With traffic, qualified website leads and conversions low, Dirtball Fashion’s website wasn’t driving enough business. Fox needed the help of the Command Partners team to give the Dirtball Fashion website a much needed boost. With Command Partners’ SEO know-how for optimizing a website to increase search rank and our experience working with Magento websites, our team was a perfect fit to help Dirtball Fashion’s website become a success.

Strategy

The Command Partners team first identified the areas of the Dirtball Fashion eCommerce site that needed reworking and set out to improve the key features that would increase conversions. We optimized the checkout process and all of the shopping pages, making the best content appear above the fold. We also modified the content to include keywords to help increase rankings for eco-related search queries. By focusing on these elements of the website, the Command Partners team was able to revitalize the Dirtball Fashion website and make it a success.

How we helped

  • SEO - On-site optimization to include important keywords to increase search rank

  • Ecommerce Development - Optimized the Dirtball Fashion website to boost conversion rates and exceed online sales objectives

  • Public Relations - Created and distributed press releases to targeted and influential media outlets to secure placements

Results

Before working with Command Partners, only 15% of Dirtball’s visitors were directed to the site from organic search. Now, a year later, Dirtball receives nearly 40% of their traffic from organic search.

In addition to increasing the site’s visibility, many on-site metrics have been significantly improved. By addressing the user experience through design changes and functionality improvements, customers stayed on site longer and viewed more pages. In July 2013, Dirtball had a bounce rate over 50%. In July 2014, their bounce rate was 2.12%.  Further, their average pages per visit jumped from 2.88 to 8.58, an increase of 297%

Key increases:

Average pages per visit: 297% increase

  • July 2013- 2.88 pages

  • July 2014- 8.58 pages

Time on site: 53% increase

  • July 2013- 1:38

  • July 2014- 2:30

Pageviews: 51% increase

  • July 2013- 8,828

  • July 2014- 13,369

Before working with Command Partners, only 15% of Dirtball’s visitors were directed to the site from organic search. Now, a year later, Dirtball receives nearly 40% of their traffic from organic search.