Fine jewelry store in Austin, Texas
Eliza Page Engagement Ring Marketing Messaging Case Study
How a Full-Funnel Strategy Increased Engagement Ring Inquiries and Organic Traffic for Eliza Page
Introduction:
In an increasingly competitive luxury jewelry market, Eliza Page wanted to drive organic traffic, generate qualified leads, and increase engagement ring sales. With a comprehensive full-funnel strategy, the business achieved notable improvements in search visibility, customer engagement, and conversions.
Challenges:
Before implementing the strategy, Eliza Page had a considerable content gap for engagement rings to stand out in search results and reach customers early in their engagement ring journey. The company wanted to increase organic visibility for its most significant evergreen product categories and guide potential customers through a personalized shopping experience.
To boost their discoverability in search, I built an end-to-end content messaging framework to directly address the unique customer journey of an engagement ring buyer. The quiz funnel allowed Eliza Page to segment new website visitors, build their email list, and offer customized content to serve their dream clients with the best solutions at their expressed time of need.
The Solution:
Key Elements:
Lead generation quiz
Content creation (pillar posts & product pages)
On-page SEO optimizations
Pinterest marketing
We developed a strategic full-funnel strategy that addressed the most common questions, concerns, desires, challenges, and obstacles of someone looking to purchase an engagement ring to create a seamless customer journey.
The content plan included a series of educational blog posts, an FAQ section, resource guides, and a quiz funnel to segment new website visitors for custom content delivery and an informational landing page.
We used Pinterest marketing to amplify their engagement ring content and to increase engagement signals to their new URLs.
The Metrics:
Organic Traffic (Branded & Non-Branded)
Why It’s Important - It shows how well Eliza Page’s content drives people to the website through organic search. Segmenting branded and non-branded traffic helps measure brand awareness and content-driven discovery.
We saw an 8.68% increase in non-branded organic traffic, indicating a stronger discoverability for engagement ring shoppers.
Keyword Rankings
Tracking keyword rankings helps Eliza Page see how their target keywords perform in search results, particularly around competitive terms like "custom engagement rings" or "luxury gemstone rings."
In 3 months, Eliza Page’s keyword rankings improved for three key terms: ' single stone wedding band,' ‘round solitaire engagement ring,’ and ‘circle solitaire ring,’ increasing visibility in high-intent searches. It typically takes 6 to 12 months for keywords to rank higher on search engines, depending on competition levels.
Organic Keywords Trend
These numbers show great promise of continued improvement as Eliza Page’s new URLs get better indexed by Google’s crawlers and their rankings improve.
Eliza Page’s most significant increases reflect the strategic targeting of low-competition keywords with a 49% and lower KD score. For low-volume keywords, rankings can be achieved much faster, increasing visibility, building authority, and enhancing relevance for higher conversion rates.
Increase in SERP Features
SERP features are displayed prominently in the search results and can lead to higher user engagement and traffic to your site. Elements such as featured snippets appear at the top of the SERP, giving it more visibility than other organic listings.
In 3 months, Eliza Page’s SERP Features increased by 1588%, improving click-through rates, access to valuable information to help make an informed purchasing decision, enhanced brand authority, and provided specific information aligned with search inquiries to attract better quality leads.
Pinterest Engagement
We created eight new boards to Pin our latest blog content, landing pages, and engagement ring quiz and promote all new engagement ring content.
Engagement ring pins generated 39,680 Impressions, 1,849 Engagements, 1,294 Pin Clicks, 171 Outbound Clicks, and 268 Saves. Using Pinterest to amplify our marketing messaging around engagement rings, we effectively tapped into the over 3 billion wedding-related searches and more than 10 billion wedding ideas users save on Pinterest yearly. These numbers indicate a significant interest in the wedding niche and strongly point to where Eliza Page’s target audience is hanging out.
Custom Design Appointment Bookings
One of the goals of our marketing messaging campaign was to increase conversions for custom engagement ring inquiries.
As the internal scheduling software illustrates, the graph shows data for around 60% of customer-design appointment bookings. These directly result from website visitors completing an online form and do not consider the number of additional appointments from walk-in conversions to the clients’ brick-and-mortar store.
In the last eight months, Eliza Page has seen a 477% increase in custom engagement ring design appointment bookings year over year.
Results & Impact:
Overall, the full-funnel strategy led to increased engagement ring custom inquiries, increased visibility on search, a 1588% increase in SERP Features, and an 8.68% rise in non-branded organic traffic. Customer engagement was further enhanced by personalized content and a strong Pinterest presence, driving organic sustained interest from new visitors in the most competitive product categories in the jewelry industry. This resulted in a 447% increase in custom engagement ring design appointments over 8 months, year over year.
Conclusion:
By aligning content with the customer journey, from discovery to purchase, Eliza Page established itself as a go-to source for high-quality, custom engagement rings, resulting in increased brand visibility and customer loyalty.