Lummi Island Case Study

There is nothing fishy about the tactics taken to promote this fishery e-commerce client. Lummi Island Wild works on the coast of Washington to sustainably source the best ocean fish available for delivery across the country. Our team worked to expand their digital footprint in search and build an indispensable source of revenue.

the brief

Lummi Island Wild worked relentlessly to sustainably source quality fish on the shores of the Pacific Ocean. They didn’t have time to optimize their digital presence – wifi is hard to come by on the open ocean.

That’s when they approached M&P. They were doing well with a core product that was high-quality and a sterling reputation throughout the Pacific Northwest. However, they were looking to expand. Their new system allowed for fresh fish to be sent anywhere in the United States, and they had to get in front of customers looking for fresh fish on the regular.

Our team combed through their site structure, product metadata, and on-page content to pave a path for a strong organic search presence. In addition, we built a live reporting dashboard of web performance, allowing the Lummi Island Wild team to make smarter business decisions based on up-to-date numbers.

Services Mission Summary

SEO

Increase organic search traffic to the site. Specifically focusing on the product pages.
Boost organic keyword rank for informational searches about popular fish like Albacore and Salmon - educating users on the process of Lummi Island Wild.
Improve page speed with image compression and technical updates to better align with Google’s best practices.

Web Analytics

Create a live reporting dashboard that provided stakeholders with performance metrics to better drive business decisions.
Analyze and optimize the website checkout functionality to reduce cart abandonment.
Provide recommendations and insights into marketing campaign performance beyond M&P’s realm of management.

The M&P Impact

+36% Web Revenue

+69% Organic Revenue

+184% Purchase Rate

+36% Organic Impressions

84% Campaign ROI

+993% Web Conv. Rate

OUR WEB ANALYTICS STRATEGY?

Custom Reporting Dashboard

Every client of M&P gets a live, customized reporting dashboard. Rather than having you go to 20 different tools and combine them with metrics, we’re able to pull from multiple data sources into one dashboard. Lummi Island Wild was built a dashboard that showed revenue, traffic, and performance of each category of fish they were looking to sell.

Tracking Implementation

After understanding the key goals, our team of analysts will set-up your Google, Facebook, and LinkedIn tracking tools. More than getting each channel firing, we work to customize your build to pull unique metrics to better provide insights.

Performance Analysis & Optimizations

We never “set it and forget it.” Our team utilizes the dashboard to constantly analyze site and campaign performance. Based on the filtering of metrics, we’re able to parse down to the key performance metrics and make optimizations and updates that yield real results for clients.