Styles
Background:
In Belgium, IKEA became a leading source of home furnishing inspiration. In the digital age we are in, we aim to remain top choice.
Research revealed gaps in inspiration, leading to our BE Inspiration Strategy FY23-25.
Proven by SEO highly-searched keywords referring to styles, one of our online HF&RD priorities became to show that ikea.be is a relevant destination when browsing for specific knowledge about – and products related to - home decor styles, regardless of preferences.
Global delivered a very welcome release of five styles pages. From this content we could start of our actions.
Actions:
Collaboration between HF&RD and online led to 8 style pages in total.
First, the given content got curated and reviewed by our SEO specialist. Then we checked the market relevance of the five given styles pages. Does it meets expectations of what our consumers searched for?
This we could define via SEO value, the expertise of our Home Furnishing Direction Leader and insights from quantitative and qualitative researches.
We identified the need for Industrial, Japandi, and Retro styles, and optimized Scandinavian content to reflect neutral, white colors and warm materials. As people in our market identify this as Scandinavian.
For Industrial and Japandi, we collaborated with Austria after asking other market’s to join forces and co-create some styles that they also defined as a similar need. Why do it on our own, if we can help eachother out?
The Retro style page evolved from a PR campaign page for Nytillverkad products, becoming an evergreen landing page.
After the last SEO optimizations and publishing, we ensured good entries throughout our website and planned follow-ups.
Click on the image to explore japandi style
Click on the image to explore industrial style
Click on the image to explore retro style
Click on the image to explore Scandinavian style
Click on the image to find your own style
Results
Visibility
Japandi styles page as the most popular style out of the 8. Proving the relevance and need for this style. With a high SEO entry of 63%.
Highest Google ranking for Retro styles page, “retro interieur” (position 1)
& “intérieur rétro” (position 2)
Next to Organic Search (44% for all styles), we attract a lot of consumers via other marketing channels like Paid Search and Email to our styles pages.
Source: local Page Performance dashboard & SEO insights
Journey
Good inside traffic, if they visit one style, they browse through the others. Securing that the consumers are here to stay.
Source: Contensquare and local Page Performance dashboard
Performance
The styles pages are the highest performing within ideas section. With a +65% PLP view and +21% PIP view. Showing that the consumers are more interested in our range after visiting the styles pages.
Source: local Page Performance dashboard