Case Study: Capturing Off-Season Offer Traffic For Global Luxury Fashion Brand

Too often in enterprise eCom brands I have seen the use of "offer-only" landing pages that are set up to only be live pages during a limited time offer. In the case of this Global Luxury Fashion Brand, this offer period accounted for a majority of the new sales that it captured every year.

The existing approach for these pages was to create brand new URLs each year, and then 404 (kill) those pages off. This loses any keyword rankings that may have built up during that offer period, and in the following year, they would have to start from ground zero all over again.

Consistently this brand found itself never ranking #1 for those product keywords that were only live during this short time.

What I proposed was keeping those URLs live after the offer period, but simply change the content on those URLs to be more interest-focused and content-rich, and funnel the user toward products that were available during the off-season.

After some challenges faced with the CMS involving changing content templates on existing URLs, we landed on a second approach that we put into practice:

• Create content on different URLs that would be designed for the off-season period

• 302 (temporary) redirect the offer period URLs to the off-season URLs

You can see the results in Google Search Console below:

Prior to the offer period, we were not capturing any traffic for the offer-period exclusive products. Naturally, as we entered the offer period and launched the new offer period URLs, we started to capture a large number of clicks and impressions for those offer product keywords.

The difference is in the off-season traffic at the end of October 2023 - we deployed the off-season URLs a few weeks prior to the end of the offer period and then 302 redirected the offer-period URLs to the off-season URLs. This has allowed us to capture that offer-exclusive product keyword traffic during the off-season that was previously untapped.

This resulted in an extra +23K clicks since November 2023 to early June 2024 (at the time of writing this case study) and an extra +493K impressions that this brand was not previously capturing.

This also sets this brand up for when we take off the 302 redirect in August 2024, the original offer pages will have retained some of the SEO equity and rank that it gained in the 2023 offer period and so will be ranking higher at the start of the offer period. Additionally, the off-season pages are already ranking #1 for the offer-exclusive product keywords and will help to drive the users toward the eCom pages and generate an even better conversion from SEO than in 2023.

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