Orro Bikes

digital marketing strategy & website redesign


The situation

Orro Bikes design and manufacture hand built carbon road bikes from their Ditchling headquarters, nestled in the Sussex Downs. iSOS.com built a new, beautiful and responsive website for the fast-growing company embarked on a digital marketing strategy to match. Orro’s goal was to generate more traffic to the site and ultimately sell more bikes through their e-commerce store.

The solution

We started the campaign with thorough competitor research. By selecting several competitors and determining their strengths and weaknesses, we obtained a better understanding of the market we were entering; this is always our starting point when creating a digital strategy for a new client.

Throughout the campaign we have created and optimised several ‘News’ articles for the website, highlighting new products and reviews, regularly uploading older content to the site. We have ensured to keep the overall website performance up to date by frequently optimising meta titles, descriptions, alt text and keywords, while regularly undergoing technical audits that flag up any changes that need to be made to keep the site performing the best it can. We found that a lot of their products had identical descriptions, making it harder for Google to decide which pages to direct users to. We provided new and fresh content for all of the products on the site and optimised using the predefined keywords.

Every month keywords are reviewed and optimised accordingly to improve page and position rankings within Google. To assist with this, we have also set up an internal linking structure within the site to help with page authority and ranking power.

We added Orro Bikes to all of the relevant local directories thus helping spread awareness of the company within their region. We also added business details to the well known online directories, allowing new potential customers to find information quickly as well as increasing the number of links back to their website. Through Google Analytics reporting, we discovered the most popular landing pages and provided advice and optimisations to improve these to avoid customers leaving the site early on in their journey.

The results

Throughout the campaign, we’ve seen overall sessions on Orro’s website increase by 61.16%. This metric alone shows that the onsite SEO work we’ve undertaken is driving both more new and returning customers to browse through the site. We’ve also seen the bounce rate decrease by 9.59%, showing that customers are spending longer on the website, and clicking through to more pages.

Since the start of the campaign, we can see that the site has attracted 56.19% more new users compared to the previous year. This is proof that our onsite and offsite SEO work is working and is allowing people to find Orro Bikes within Search Engines such as Google and Bing. Lastly and probably most importantly, we’ve seen a massive increase of 204.72% in Goal Conversions. Orro’s goals include Transactions, Warranty Purchases and Contact Form Submissions so we’re delighted to see overall leads and sales to the business increase as a result of our digital marketing campaign.

Orro is now ranking in position #1 for one of our targeted keywords, ‘hand built bikes’ which we’re thrilled about. At the beginning of the campaign the same keyword was showing at position #30, so watching this keyword steadily increase to the desired position has been great! We also have several other relevant keywords ranking on page 1 of Google such as ‘high-end bikes’ at position #5 and ‘women's carbon road bike’ showing at position #9 (which was at position #101 at the start of the campaign!)


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