Zlatarna Dodić is a renowned jewelry brand in Croatia, specializing in exquisite gold, platinum, and diamond pieces. With a rich tradition spanning over 50 years, Zlatarna Dodić combines timeless craftsmanship with modern design to offer a diverse range of jewelry, from engagement rings and wedding rings to personalized creations. Operating through a network of well-established stores in Zagreb, Split, and Plitvice Lakes and a growing online presence, the brand serves a broad customer base, from those seeking elegant gifts to individuals looking for custom-made, high-quality pieces. As a trusted name in the jewelry industry, Zlatarna Dodić enjoys substantial organic visibility, driving significant monthly traffic and maintaining a strong foothold in a competitive market.
We have been a trusted partner of Zlatarna Dodić for the past three years, collaborating closely to maintain and enhance their comprehensive digital strategy. Our efforts have spanned across SEO, content creation, digital advertising, analytics, and martech solutions, all aimed at driving sustained growth and securing their success in a highly competitive market.
Client
Zlatarna Dodić
Expertise
Research
Strategy
Implementation
Operations
Year
2022 - Present
Challenges
- Enhancing Non-Branded Visibility: While the brand was well-known and benefited from loyal customer traffic, growth required capturing a broader audience searching for key jewelry-related categories like engagement rings, gold jewelry, and custom pieces. Expanding visibility beyond branded terms became essential for driving sustainable growth.
- Technical and Analytical Overhauls: The existing digital infrastructure faced several issues:
- Outdated Analytics: The legacy Universal Analytics setup lacked precise e-commerce tracking, making it difficult to monitor and optimize performance.
- Multilingual and Currency Complexity: The implementation of multilingual content and multiple currencies relied on URL parameters, creating significant challenges in usability and functionality during transitions like the adoption of the Euro. - Limited Informative and Engaging Content: The website lacked a well-structured content strategy to support customer decision-making at various stages of their journey. New and returning visitors alike faced a shortage of educational or inspirational content, which limited engagement and conversions.
- Underdeveloped Email Marketing: Email marketing was minimally utilized, with no structured campaigns or automated workflows in place. This left a major gap in customer engagement, retention, and reactivation opportunities, particularly for a brand with a wide product range and frequent promotional opportunities.
- Basic Advertising Framework: The advertising efforts were operating on a foundational level, lacking the sophistication needed to effectively target and convert audiences in a highly competitive industry. Campaigns required advanced optimization and data-driven approaches to ensure relevance and maximize ROI.
- Building a Strong Internal Team: Scaling the digital strategy required assembling a dedicated internal team to ensure consistent and aligned execution. This included hiring for key roles like a Head of Marketing and Social Media Manager, with direct support in onboarding and integration.
Solution
- Comprehensive SEO Strategy
Granular developed an integrated digital strategy that aligned with Zlatarna Dodić’s business goals, encompassing SEO, content, email marketing, advertising, and analytics. This holistic approach ensured the brand maintained its strong presence while also expanding its reach to attract new customers and drive growth across multiple channels. - Technical Optimizations
To eliminate technical barriers and improve user experience, we resolved issues such as URL parameter challenges, duplicate content, and inefficient site architecture. The website’s structure was streamlined to enhance crawlability and indexing, while mobile performance and page speed were significantly improved. These optimizations not only boosted search visibility but also ensured seamless navigation for users browsing the extensive product catalog. Transitioning to GA4 provided deeper insights into user behavior, enabling more informed decision-making and enhanced performance tracking. - Content Optimization
Our content strategy focuses on balancing transactional and educational elements to drive conversions, strengthen brand authority, and inform customers. We optimized product pages with high-value keywords and created engaging blog posts addressing topics such as jewelry care, selection tips, and gift guides. This strategic approach improved user engagement, reinforced Zlatarna Dodić’s market authority, and fostered customer trust, ultimately driving conversions. - Advertising and Email Marketing Enhancements
The advertising campaigns were revamped with advanced targeting and creative strategies, ensuring relevance and ROI optimization. In parallel, we introduced a structured email marketing strategy with automated workflows and segmented campaigns to nurture leads, re-engage customers, and drive repeat purchases. - Proactive Monitoring and Analytics
By integrating GA4 and implementing a custom monitoring system, we gained real-time insights into the performance of critical keywords, pages, and campaigns. This allowed for proactive adjustments to stay competitive in a dynamic market environment. The system ensured timely optimizations, helping Zlatarna Dodić adapt to changing trends and maintain visibility, engagement, and customer loyalty.
Results
- 470.43% Increase in total organic traffic Y-O-Y (20/21 vs 22/23)
- 2,633.33% Increase in 1-3 position keywords Y-O-Y (20/21 vs 22/23)
- From <10 to 600+ Blog section raised from <10 to 600+ clicks per day for relevant keywords
- From under 1% to over 8% Email channels from under 1% to over 8% of total revenue
- 100% Online revenue increase (2023 vs 2024)
