Francesca Jewellery SEO case study

Case Studies

Francesca Jewellery.

How to blast ahead with a 245% increase in online sales and show that SEO is the jewel in the digital crown!

The Polish and Sparkle of SEO.

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Increase in online sales

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Increase in instore purchases

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Increase in online traffic

Search Intent

SEO is The Jewel in The Crown.

Francesca has grown to be a much-loved Australian jewellery brand with stores in both Hobart and Melbourne. Founded on the belief that success means nothing unless you’re giving back, Francesca combines beautiful design with an empowering purpose!

Our time with Francesca Jewellery is the perfect example of how smart SEO practices for eCommerce can have real-world benefits. It also highlights how educating the client created a supportive environment for all – one that paved the way for big shiny results.

The Need

Our main focus for Francesca Jewellery from when we started in October 2018 was to restructure their website to be ‘mobile first’. We added a well-structured blog and optimised the site to be SEO-friendly overall.

The Plan

Our aims for Francesca Jewellery were twofold: increase foot traffic revenue in the Melbourne and Hobart stores by 50%, and boost online sales from organic search by 100% in 12 months, (compared to year-on-year data), through e-commerce SEO optimisation. A bedazzled plan indeed!

The Execution

Our SEO specialists actioned:

  • Search intent mapping – based on what people are looking for
  • Technical SEO fixes and optimisation
  • Improvements to NAP for citations
  • A Google My Business listing for foot traffic

A big obstacle came in the form of a last-minute website migration, right before the client’s busiest time of year: Christmas. Ho, ho, no. This didn’t stop our progress – after adding in 301 redirects to help the traffic recover, we dived into optimising their Google My Business listings. This helped with foot traffic while online sales were down, and gave us time to fix onsite issues.

The Results

In March of 2019, we saw the fruits of our labour – by the time we reached May that year, the website was truly sparkling from an SEO perspective. BLING!

  • 245% increase in online sales
  • 167% increase for instore purchases
  • 171% increase in online traffic


Every client has a different need and challenge, and Francesca Jewellery’s journey had bits and pieces from many different aspects. A collection of opportunities turned into a collection of ‘valuable’ results.


I have been working closely with StudioHawk for the past few months, and the results have been amazing! Without their guidance and support, I would’ve undoubtedly been unable to obtain first page rankings for the keywords ‘tutor’, ‘tutors’ and ‘tutoring’ – all of which are ultra-competitive keywords. Thanks, guys!

Dmitri Dalla-Riva


Our organisation has worked with StudioHawk for the past six months. We have seen our online presence and conversions go from strength-to-strength as a direct result of their guidance, knowledge, and industry relationships. They’re organised, professional, and deliver to a very high standard and I have no hesitation in recommending them to others.

Frances Hutchinson