Club 21 Thailand – 728% Increase in Organic Conversions

Club 21 is a luxury retail company founded in Singapore. Today the retailer operates in countries across the world, including Thailand, Indonesia, Australia and the United States and manages some of the world’s more iconic fashion brands, such as Paul Smith, Comme des Garcons, Armani and more.

The challenge

Club 21 Thailand launched their website in 2020 and needed to quickly gain online visibility to offset the decline in offline sales due to the COVID-19 outbreak. With a new website, Club 21 looked to search engines as a channel to increase their online visibility. However, with a newly built website that only has English content and has not gone through any SEO implementation, the website was not gaining traction as quickly as expected. To increase online sales in the long run, they needed an SEO expert to help them scale their organic traffic.

Our solution

From our initial competitive benchmarking, we discovered that Club 21 is missing out on high-impact opportunities by not ranking on the first page of Google for any relevant keywords. To maximize their ROI Club 21 needed to rank for keywords related to the brands that they manage, as well as their most popular fashion items.

From our audit of the website’s SEO profile, we found critical technical SEO issues that needed to be fixed in order to help Club 21 rank higher for their target keywords. For instance, the website was suffering from duplicate content and crawlability issues, which hindered them from achieving their goal.

Our solution to help them scale their organic traffic and online sales revenue include:

  • Optimised content on key brand pages
  • Site-wide translation & implementation of two languages (Thai and English)
  • Fixed all critical technical SEO issues on the website
  • Ongoing health checks and on-page optimisation

The Results

Within the first 3 months of the campaign, we completed over 90% of our deliverables, allowing us to successfully rank for high-competition fashion brand keywords and help Club 21 scale their online revenue.

728% increase in Organic
Conversions

Achieved within the first 3 months of the campaign

350% Increase in Keywords in Top 3 Positions

Total monthly search volume of over 5,000 searches

146% Increase in Monthly
Organic Traffic

Achieved within 5 months of the campaign


From the 20 keywords that they focused on for us, we went from nowhere to being within the first page of Google, with five of the keywords making it to the top three in the English version of the search engine. We found that our main customers are from Thailand, and that’s why we needed to come up with a Thai language version of the website — without them, we would be nowhere.

Sopavadee Bejrajati, Club21 Thailand Division Manager

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