Mobile Phones Direct – Enterprise Level SEO, PPC & Site Migration

1. Summary

Mobile Phones Direct are an award-winning mobile phone retailer.

Operating entirely online, the company works with all networks and manufacturers to provide customers with the best deals.

We worked to support MPD's ecommerce site migration, and continue to provide SEO and pay per click (PPC) advertising services - with incredible results in terms of traffic, transactions and sales.

2. Brief

Mobile Phones Direct initially approached Blueclaw to manage the transition from an ageing web platform to a brand new ecommerce system.

With over 6500 five-star reviews on TrustPilot, the company has a strong brand reputation for customer excellence that had to be protected with a seamless transition to the new platform.

Working closely with MPD’s in-house team, our technical experts ensured a smooth transition without interruption to customer experience and maintaining sales performance.

Once the ecommerce platform was established, it was time to start turning up the volume on the amount of traffic sent to the site through best practice SEO and our managed pay-per-click advertising services.

Our goal was to increase sales, while keeping the cost-per-transaction as a low as possible to maximise profitability.

3. Strategy

Starting afresh with a new web platform allowed us to ensure that the new site was correctly structured from a technical perspective.

This included deep analysis and multiple on-site checks to ensure that the site was optimised perfectly to be read by search engines, as well as potential customers.

Extensive competitor research and industry analysis established the search terms that we wanted to target.

These were key terms that MPD could cost-effectively rank for that would also deliver organic traffic from customers who were ready to make a purchasing decision.

For the PPC campaign, we were able to quickly identify areas which needed improvement, such as the low number of visits to the site coming from paid search and the pursuit keywords that were not cost-effective.

4. Results

Organic/SEO-driven traffic:

  • 126% increase in sales.
  • 114% increase in overall visitors.
  • 133% increase in new visitors.


  • 27% increase in sales from paid search.

Following the successful site migration, we optimised the SEO campaign to achieve ongoing improvement in results, achieving a 126% increase in transactions, a 114% increase in sessions and a 133% increase in new users.

From a PPC perspective, we succeeded in improving the click through rate by 42%, transaction volume increased by 20% and we decreased the cost per acquisition by more than 20%.

We continue to work with MPD on SEO, PPC and other creative and commercial projects as the company continues to build its reputation as the best place to buy a mobile online.