JUNKY TRUNK BOUTIQUE

Brooke Franklin

Restyling a Potentially Junky

Web Strategy

Search Demand for “Fashion” has consistently

fluctuated in a slight manner over the last

decade…

Source: Google Trends

While “Boutique” demand has steadily

grown in last decade…

Despite the economic downturn & the expensive products

offered. Source: Google Trends

Since its inception in 2013 Junky Trunk

coasted on the wave of novelty

Until descending into a sharp decline.

Source: Google Trends

With lines that can be out the door during flash-

sales…

Junky has a trendy & successful physical retail

space

and appeal of the actual boutique, causing an

incongruence in the brand and its popularity…

The website lacks the charisma

Junky is lost in the fierce

competition…

Source: Google Trends

GradesPopularity C-

Conversion C

Crawl-ability C+

Relevance C

Perhaps it’s time to restyle Junky’s

Web Strategy from head to toe….

Competitive Analysis

1 physical location

Has frequent sales

Comes up 1st in

search of Gilbert

Boutiques

3rd in Mesa

Boutiques

2 physical locations,

both in Tempe

Carries similar

brands to Junky

Has bland site

Isn’t optimized for

sales

Junky Trunk Divaz Boutique

Competitive Analysis- the 2

heavyweights

Small Boutique

shops

Has locations

throughout the

country

Has Gilbert location

comes up 2nd to

Junky in Gilbert

search

Small Boutique

Shops

Has nationwide

locations

Has East Valley &

Phoenix area

locations

Similar products to

Junky

Apricot Lane Boutique Francesca’s

Off-page Optimization:

Popularity

Company

Website

Total

Backlinks

Total

Linking

Root

Domains

Linking

C-

Blocks

Domain

Authority

Alexa

Global

Rank

Compete

Rank

Junky

Trunk

132 31 6 18 1,903,521 N/A

Low data

Divaz

Boutique

255 26 11 22 3,983,821 N/A

Low data

Francescas 53,075 2,721 338 60 34,750 7,261

Apricot

Lane

95,081 346 70 39 439,610 93,946

Conclusions

1.

2.

3.

Junky has so little search data that

it cannot be accessed on Compete

Of all its competitors, Junky has

least sites linking to them

Junky has higher global rank than

Divaz Boutique

Recommendations

1. 1.

2. 2.

Junky needs to increase its

number of back-links to reach

the relevancy of competition

Use “Gilbert Boutique” as

keyword rather than “East

Valley Boutique”

•Differences in indexed pages between Google and Bing

•Does not have webmaster tool for Google or Bing

Crawl-ability

Sources: Google &Bing

•Duplicated meta descriptions for 97% of

pages

•No blog URLs because blog isn’t operational

Relevance

•Home page contains no brand description

•Product descriptions are too vague

Conversion

Conclusions

1.

2.

3.

Failed to index pages through both

Google

and Bing, does not use webmaster tools

Issues with title tag & meta description

Uniqueness

Home page missing keywords and

brand

description

Recommendations

1.

2.

3.

Acquire Google and BingWebmaster tools

Alternate meta descriptions sothere aren’t duplicates

Use more descriptive ALT tagsfor images

S . W . O . T . A n a l y s i s

Strengths The brand is very searchable with a unique name

and comes up high in local boutique searches.

The site has excellent ease of use and navigation

which makes it simple for virtually any customer

to use.

The internal links on the site work well and direct

users in a logical manner to the sales funnel.

Weaknesses Technical performance can be an issue at times,

without proper indexing and webmaster tools.

The site’s relevance in comparison to its

competitors since it duplicates content too often.

The site does not differentiate itself enough through

brand descriptions on important pages and doesn’t

drive traffic to physical location.

The site fails to bolster user trust by neglecting to

offer customer product reviews.

Opportunities Boutiques continue to be a widely sought after

type of retail setting despite increased prices.

Junky offers countless flash sales and this is a

trend women continue to be interested in

searching.

Junky’s mobile capabilities and social media

success allow them to compete with more

established brands in awareness.

Threats Having 1 physical location, while other competitors

are expanding nationwide decreases their ability to

keep brand awareness high nationally and

internationally.

The dependence on geographic search terms may

hinder or detract global online visitors.

Reliance on internal links is an issue since there are

not as many sites back-linking to Junky, while its

competitors have enormous amount of support

across the web.

Prioritized Major

Recommendations

1.

2.

3.

Add descriptive content to home page

using keywords like “Gilbert

Boutique”

Re-write meta description for 95% of

pages to avoid duplication

Increase conversions by building trust

through customer product reviews

JUNKY MAY BE THE BRAND, BUT IT DOESN’T HAVE TO BE YOUR

WEB STRATEGY…

Brooke Franklin Email: Bnfrank1@asu.edu

Conversion optimization is only a consultation away.