Problem: ​

Casa Branca faced a complex challenge in enhancing its website’s user experience (UX) to align with evolving customer expectations and drive business growth. The site’s navigation and design lacked the intuitive functionality needed to keep users engaged, leading to higher bounce rates and lower conversion metrics. Compounding the issue, limited accessibility features and under-optimized on-site SEO significantly reduced the website’s search engine visibility, making it difficult to attract and retain potential customers. To address these critical roadblocks, the company required a comprehensive strategy to revamp the website’s UX, improve organic traffic, and ultimately boost conversion rates. Solving these challenges was pivotal to strengthening Casa Branca’s digital presence and fostering long-term customer satisfaction.

 

Impact:

As a Marketing Analyst Intern, I played a pivotal role in transforming Casa Branca’s website UX and SEO strategy, leveraging data-driven insights and collaborative approaches to deliver a seamless user experience, enhance online visibility, and drive measurable conversion growth.

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• Audience Segmentation & Insights Development: Conducted comprehensive audience segmentation using historical sales data, executed basket analysis to uncover purchasing patterns and customer preferences, informing data-driven marketing strategies that improved personalization and campaign precision.

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• SEO Optimization & Technical Improvements: Conducted weekly SEO audits and developed a custom Looker Studio dashboard to monitor SEO performance and identify improvement opportunities. Addressed technical SEO issues to enhance website accessibility, drive organic traffic, and strengthen overall search engine visibility.

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• Paid Search Campaign Strategy & Optimization: Collaborated with an external marketing agency to manage and optimize paid search efforts, overseeing budget allocation and performance tracking. Designed and launched new paid search campaigns, leveraging ongoing analysis to drive efficiency and maximize ROI during peak shopping seasons.​

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• Website UX Enhancements: Conducted a detailed UX audit to identify usability gaps and proposed a comprehensive UX improvement plan. Collaborated with cross-functional teams to redesign the website’s UX strategy, creating a seamless and engaging user experience that improved conversion rates.

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• Website Content Strategy & Management: Managed website content through Shopify, including the creation of a dedicated "blog" section to enhance brand awareness, and drive audience engagement. Developed content strategies aligned with broader marketing objectives, fostering brand relevance and customer loyalty.

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Results:

These efforts delivered measurable improvements across key performance metrics:​

• Campaign ROI: Achieved a 12% increase in ROI through optimized paid search campaigns and budget reallocation strategies.

• Organic Traffic: Boosted organic traffic by 35% MoM by addressing technical SEO issues and enhancing website accessibility.

• User Engagement: Improved website engagement metrics by 15%, including a 12% increase in conversion rates.
   

By leveraging strategic insights, data-driven approaches, and effective collaboration, I successfully transformed Casa Branca's digital presence into a more competitive and customer-focused platform, ensuring long-term growth and brand loyalty.