The Online Retailer · E-commerce & B2C
+30% traffic and +25% conversion with UX and technical SEO for B2C e-commerce
Increased organic traffic by 30% and the conversion rate by 25% by combining data-driven UX with technical SEO.
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The client
A Swedish B2C e-commerce company that specializes in making personalized photo products. Their business model relies entirely on customers being able to easily design, customize and order their products on mobile and desktop.
The challenge
The company had unstable visibility on Google and found it extremely hard to convert the traffic they did get. Because their products require the user to design them in several steps, every bit of friction in the customer journey was costly. The structure of the website was fragmented, which made it unclear for Google's search engines to understand what was relevant, and for users to find the right page. There was also a large gap between what was promised in Google's search results and what was actually communicated on the landing page. This, combined with underlying technical shortcomings in the platform, meant that many visitors abandoned their carts before they had even got started.
The solution
A seamless structure and technical SEO
We started by fixing the technical shortcomings that held back indexing and performance. We then rebuilt the page structure so that it logically connected search, content and the buying journey, which immediately gave clearer signals to Google. Read more about our data-driven technical SEO and visibility.
A consistent message from search to purchase
To reduce drop-offs we made sure the message in the search result matched the landing page's offer 100%. By closing this gap we created the right expectations and a far more relevant user experience. Read more about how we build a custom web shop and e-commerce.
Data-driven UX and a simplified customer journey
Through new UX requirement specifications we simplified the navigation radically. The category pages were given a better overview and we reduced the number of steps and decisions needed to design a product. The friction disappeared and the path to purchase became obvious. Read more about our methodology for conversion optimization (CRO).
The result
+30%
Increase in organic, relevant traffic
+25%
Increase in the overall conversion rate
Higher ROAS
Even the paid ad traffic became more profitable thanks to better UX
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