Increase

33% Increase In Revenue
81% Increase in Organic Sessions
1366% Page Speed Increase

Giving Organic Performance Some Welly...

Le Chameau is a prestigious brand known for producing luxury Wellington boots for over 90 years. The audience for Le Chameau is country enthusiasts, including those living in cities who venture to the country on weekends, with an interest in fieldsports and outdoor activities.

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Richard Waters
Sales & Marketing Director
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33% Increase In Revenue

Vision & Goals

Salience identified that the Le Chameau website was not satisfying the range of user intents for purchasing premium Wellington boots. Salience’s overall objective was to increase Le Chameau’s online footprint to aid customers with different shopping preferences and serve these pages as effectively as possible to search engines.
In this campaign, we went beyond our targets and delivered huge traffic and revenue gains.

 

Honouring Customer Intent

Salience identified that the website was not satisfying the range of user intents for purchasing premium Wellington boots. There were gaps in targeting across terms including activities, colour, width and collections.

Improve the accessibility of the website for Googlebot.

Due to a site redevelopment into a headless single-page application, search engines struggled to crawl and index the website. The platform also suffered from poor Core Web Vital scores.

Better Honour Customer Intent

A major reason why Wellington boots are purchased is to serve a functional purpose or to be used for an activity. Despite the outdoor demographic, there were no targeted commercial pages for country activities.

As a result, Salience created the following activity pages

  • Functionality: Created activity-specific pages for fishing, sailing, walking, etc., alongside related blog content.
  • Style: Introduced gender-specific color pages for boots’ style preferences.
  • Materials: Reintroduced collection pages based on user search volume.
  • Comfort: Implemented calf-width pages for varied fit preferences.

Organic Sessions Increased By 81%

Mobile view of Le Chameau website
Mobile view of Le Chameau website 2

Improve the accessibility of the website for Googlebot.

Pages weren’t as accessible for both users and search engine bots as they could be. To improve this, Salience worked on page speed and improving how content was served and rendered.

  • Server-Side Rendering: Collaborated with Le Chameau to render content server-side for better accessibility.
  • Page Speed: Worked on key areas to enhance page speed metrics sitewide.

The Results

  • Improved Google Pagespeed Insights homepage score to 81%
  • Reduced First Contentful Paint to under 1.5 seconds.
  • Reduced Largest Contentful Paint to under 2.3 seconds.
  • Reduced Cumulative Layout Shift to under 0.52 seconds.
  • 33% Increase In Revenue
  • 81% Increase in Organic Sessions

Revenue Increase

190

Organic Sessions Increase

81

Page Speed Increase

1366

We Gave Organic Performance Some Welly.

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