AGENCY: Harvest Digital
CLIENT NAME: Scuderia
Campaign started: 09/01/2021
Campaign ended: 09/11/2022
Created at: September 12, 2022
Scuderia sells spare parts and tuning services for very high-end luxury car marques including Ferrari, Maserati and Porsche. This year we have added Land Rover to the mix – so we have had to build traffic from a standing start with little or no brand support.
They have a huge catalogue of over one million parts available and deliver globally using tier one couriers like DHL
Our task was to increase digital sales both in the UK and internationally with a particular focus on both paid and organic search. At the same time, we have continually enhanced the user experience on the website, for instance by improving internal search functionality.
Our customers are owners of some of the most expensive luxury cars in the world – and buyers who work in repair shops and car customisation companies.
The customer journeys are quite different between spare parts and car enhancements. For spare parts, the trigger will normally be a mechanical failure and the customer journey is highly search focused – often literally searching for a part name or number.
For car customisation and tuning, the journey is not as urgent, and it starts with inspiration – customers see a sports exhaust or a set of spoilers that they dream about adding to their car.
With this in mind we focus on search for the car parts business, whilst we are experimenting with more brand or mid-funnel activity for the car tuning side.
Search is massively complex, because Scuderia has a database of over one million parts, but the information we have on parts is often very thin, sometimes little more than a product name and code number. So, we have focused on making lots of small incremental changes to the way the catalogue works to make it more search friendly.
For instance, we developed a smart SEO canonical algorithm across Scuderia’s million+ catalogue. This showed Google which parts to index and made sure that all possible keyword combinations were visible to Google. When users searched on a product code, we returned the closest matching search.
We also introduced server-side enhanced ecommerce to reduce website loading terms and improve landing page quality.
Secondly, a lot of search behaviour starts broad ‘Bentley parts’, then uses internal site search to find the right part.
So, we did a lot of work to fine tune the internal search engine, for instance:
- Misspelling configuration, so searches for Mazerati match to Maserati
- Auto-completion of results – so a search for Maserati prompted for popular spares like disc brakes
- Synonym algorithm – searches for ‘spoiler’ show tail wing, searches for ‘diffuser’ show tail lip.
- Mixed entity searching – so you could search for ‘marque + model + part’, or ‘model + part’
Thirdly, we have also launched a VIN check functionality that goes along with the product catalogues, which none of the competitors have introduced so far. The functionality has increased conversion rate by 15x times for the users that go through this journey, while it has also reduced the stress to the sales team. As a result, SCP is now maximising their ROI across the business, which is also visible across all channels.
Lastly, we have also worked build a cloud solution where we analyse about 100 competitors on each location on a daily basis, and we provide analysis that generates insights in regards to competition. Out of this project, we managed to decide where we could focus on the Aftermarket re-design. The outcome of the project is to increase rankings in areas where there is a gap in the competition.
There are dozens of ways to measure the impact of a project like this, but we prefer to focus on the big numbers which drive business value.
All this data compares the performance for the past 12 months to August 2022 with the previous 12 months. You could argue that that data is slightly depressed by the pandemic, but actually in this particular sector we have seen strong and consistent growth regardless of global lockdowns.
All site traffic: +2.8%
Overall revenue: +14.8%
Organic search traffic: +8.6%
Revenue driven by organic search: +14.3%
60% of all site revenue is now attributed to organic search.
We have seen dramatic improvements in some of our key markets over this 12-month period looking at revenue from organic search:
• United States: +27%
• UK: +10%
• Germany: +77%
• Australia: +54%
• UAE: +143%
On paid search, we have increased budgets slightly year on year (by 7%), but revenue from paid search has improved 39% globally, another excellent result.