Stretching In-store Footfall

The Challenge

Poundstretcher utilises their non-ecommerce site to drive footfall across their UK-wide stores. Refinery were challenged with getting their digital content in tip-top condition to drive in-store footfall.

The Work

Month-to-month, Refinery conducted a range of digital activities to improve the organic performance of the Poundstretcher website.

• Comprehensive research - the basis of our strategy was formed by in-depth keyword and competitor research to inform both on page and off page activities
• Engaging informational content - building out a content hub that covered both seasonal and trending topics through engaging blogs, attracting organic traffic from visitors who were looking for advice and inspiration and funnelling them through to their ‘Find a Store’ page
• Optimising key landing pages - improving landing pages across Poundstretcher’s focus areas, including creating informative, keyword inclusive content and ensuring other on page elements such as meta information and internal link equity were optimised effectively. This improved their visibility on search engines for transactional keywords
• Off page auditing - regular auditing of the Poundstretcher backlink profile to ensure any spammy, toxic links were removed

Working closely with the client allowed us to respond reactively to product launches and seasonal trends, scoping out ranking opportunities for new product lines and focus areas.

The Results*

• They now have 2,632 keywords ranking on page 1 of Google
• Organic traffic made up 67% of the total traffic coming to the website in 2022
• The number of people clicking through to the ’Find a Store’ page after viewing a product has increased by +22.81% YOY
• The number of people clicking on related products has increased by +12.34% YOY

*The entirety of 2022 compared to that of 2021