Case Study - Cartwright Jewelers

Services Provided: SEO, SEM, Analytics, WordPress Design, Development & Ongoing Site Maintenance

Refreshed and easier to use website, increase in qualified leads and local store foot traffic.

The Challenge

Cartwright Jewelers has been family owned and operated since 1933, and has been voted Best of New Westminster, B.C. 12 years in a row. They wanted to be known as the best Jewellery Store in the Lower Mainland of B.C., in an increasingly competitive market.

In order to enhance their online presence and bring in new customers, they were in need of a total website overhaul and a more unified vision for their digital marketing strategy. Cartwright wanted to expand their brand awareness and gain more in-store traffic, while having the ability to more easily maintain their website.

In 2015, they contacted Umami Marketing to help drive the website re-design process and produce and execute an integrated digital marketing strategy.

“It was a pleasure to work with Victoria and her team for the development of our new website and digital marketing. Her responses were always immediate and very knowledgeable. Her and her team did a great job walking us through some of the more technical needs that we had. They hit the design right on the head based on our desire to have our site match our storefront look. We look forward to future projects and always look forward to seeing what the team comes up with.”

Chelsea Keenan
Chelsea Keenan Online Content Coordinator, Cartwright Jewelers

A Refreshed Online Experience

As a result of the solution that Umami Marketing designed and implemented, Cartwright Jewelers achieved their goals, including significant increases in site traffic and unique visitors, web conversions and sales. Improved brand awareness and visibility online has led to more in-store foot traffic from across the Lower Mainland.

A Unified Website & Digital Strategy

Umami Marketing began by reviewing and redesigning their website on WordPress with the goals of Cartwright in mind (brand awareness and gaining more in-store traffic, along with an easier to maintain website), from the very start of the redevelopment process.

We analyzed keywords and competitors, invested in strong and reputable link development, and set up Google Analytics and required tools to create a baseline for measurement. We also implemented a Google AdWords strategy to increase Cartwright's brand awareness online in the Lower Mainland.


Easier to Use Website & Seamless Brand Experience

Cartwright’s main redesign goal was to attract new customers to their website via online searches or social media, who would then come into the store to browse and make their final purchase decision. It was important for them to have a similar look and feel between the website and their storefront, to create a seamless brand experience both on and offline.

Cartwright wanted an easy to maintain product catalog. Umami also implemented the ability to purchase Gift Certificates online, saving time while also increasing sales during the busy holiday season.

Increased Traffic, Leads, and Customers

Cartwright’s website redesign and digital marketing implementation significantly increased their overall website traffic, new website traffic, time on site and conversions. Site sessions increased over 60% in the first 6 months after the new website launch, and users increased by 56%. Visitors are spending even more time on the new site: a 34% increase vs. the same period last year.

Key Success Metrics

  • Users (Unique Visitors) – 56% Increase
  • Sessions (Site Traffic) – 60% Increase
  • Average Session Duration – 34% Increase
  • Bounce Rate – Decreased by half
  • #1 rankings in Google and other search engines for numerous keywords
  • Accurate marketing analytics to support key decision-making
  • Online Gift Card purchasing functionality

The Result

While working with Umami Marketing, Cartwright Jewelers has seen the following results:

#1 Rankings

#1 spot & first page rankings in the search engines for desired keywords in a highly competitive space.
Increased Traffic

Increased Site Traffic

60% increase in website traffic and more unique and new visitors.

More Time on Site

34% increase in Time spent browsing the site means visitors are more relevant and interested in what they see.

More Qualified Leads

Conversion Tracking is now in place across all goals & trends can be measured over time.

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