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Website Development
eCommerce Store
Nikon Australia
Organic search grew by over 300% with engagement well above the industry average.
The Challenge
Nikon relaunches e-Commerce store in Australia.
A new digital experience disrupting the photography retail industry in Australia.
Australia, a leading market in the Asia Pacific region, led the way in bringing a new eCommerce platform —and in turn, a new kind of digital experience— to Nikon customers. The site design, modelled on platforms from other Nikon markets, used best-in-class design theory and practice. Nikon tasked Ribbon Gang with fulfilling a brief to design, develop and optimise over 60+ beautiful discovery pages. The site launch strove to drive engagement, dwell time and most importantly, conversions.
Nikon Australia is a name trusted by millions of photographers around the world. With cutting-edge innovations and a relentless pursuit of quality, Nikon is the global leader in digital imaging and optics.
Results
Engagement was over 130% above industry average
Launched in September 2021, the site consistently sits on page 1 of Google Search for a wide variety of keywords
Over the first six months of the site’s launch, it continually experienced month-on-month visitation growth, as new experiences were strategically and continuously rolled out to enhance Nikon’s impact on guests and members alike. This led to record-setting sales, conversion optimisations and overall site performance. One key performance indicator to this was the increase in organic search, which during this time grew by over 300%.
