Tudungruffle was founded in 2014 by Pn Hanis, who initially started small by selling to friends and family, particularly to those who faced difficulties styling shawls but desired to wear them. Leveraging her knowledge and skills in textiles and sewing, she created the first-ever ruffled edge tudung bawal, revolutionizing the tudung bawal industry. Over the years, Tudungruffle introduced various new styles, from the first-ever bawal shawl to intricately crafted printed bawals, captivating bawal enthusiasts across the archipelago.
Now, after a decade and millions of scarves sold, including plain bawals, printed shawls, and instant scarves, Tudungruffle continues to grow globally. The brand remains committed to providing the finest materials to all bawal and shawl lovers, solidifying its place as a leader in the tudung industry and expanding its reach to a worldwide audience.
Challenge
The company have been operating for more than 5 years. Initially, the company was heavily reliant on Google and Facebook ads, which were costly at the time. The cost per acquisition is approximately RM300 per customer, with a total lifetime value of each customer averaging RM79. Hence, the cost cannot be covered by the sales and revenue.
The client also lacked knowledge of SEO marketing, focusing primarily on ads and social media management. During the first engagement, our team conducted a detailed planning process and shared the expected ROI with the client.
Solution
With the implementation of SEO, we focus on both long-tail and short-tail keywords that are relevant to the product categories, the Homepage, and the About Us Page. Our team also helped them to reconstruct the tracking to ensure the accuracy of the data. The client has stopped their ads in the 4th month, and with the SEO itself has brought them a tremendous amount of quality traffic and sales.
According to data from third-party tools, the client received a total of 90,000 organic monthly visitors, with more than 1,000 keywords indexed, and over 500 of them ranked in the Top 5 positions. The product pages are being indexed on Organic Google Shopping, and based on market trends, Tudung Ruffle has become one of the top 3 tudung suppliers among users in Malaysia.
The client also began to expand the business from Offline to Online, with stores located in IOI City Mall, TRX, and more to come. This indicates that the business is gaining strength through both online and offline channels. Recently, the client has also focused on TikTok Live. Do look for them if you are considering buying a tudung.