Doubling Ecommerce Revenue by improving traffic quality and conversion efficiency

Case Study Publish Date: February 2026
Industry: Health & Beauty
Start of Project: December 2023 - still ongoing

The health & beauty business is a small, founder-led company with only a handful of employees, historically focused on B2B wholesale. Its online shop existed largely as a supporting showcase rather than a primary revenue channel.

Following disruption to its customer network during COVID-19, the company accelerated B2C activity in 2020. In 2019 the online channel represented only ~8% of total revenue (total turnover ≈ AUD 600k). After the COVID shock and a recovery period, the online share rose to ~20% of total revenue in 2023 (total turnover ≈ AUD 530k). In 2025 the online channel accounted for ~28% of total revenue as overall company turnover recovered to ≈ AUD 750k, demonstrating a deliberate shift in the business mix toward direct online sales.

When the project began in December 2023, the e-commerce operation was not broken, but it was underperforming relative to its potential.

The online shop had a solid foundation:

• A growing product catalogue (200+ SKUs)
• A healthy baseline conversion rate (~3%)
• Active paid media campaigns generating steady traffic

In 2023, the B2C channel generated approximately AUD 108k in revenue from 1,118 orders (AOV ~AUD 97). Organic search accounted for around 57% of all orders, indicating strong intent but limited growth leverage.

Despite the foundations, growth had become inefficient and unfocused:

• SEO and content efforts lacked a long-term strategic direction
• Paid media spend was spread across too many products, resulting in diluted performance (ROAS ~2.9)
• The conversion funnel introduced unnecessary friction at key decision points
• Returning customer behaviour was under-utilised despite strong product satisfaction

The challenge was not just to “get more traffic”, but to turn an already viable shop into a scalable, revenue-driven B2C channel.

The work focused on four interconnected growth pillars.

1. Long-Term SEO Strategy

A sustainable SEO framework was implemented, prioritising quality over short-term volume:

• Complete on-page optimisation across entire site, focusing on key pages with transactional potential.
• Systematic updates of legacy content and creation of long-form, topic-cluster based content to build topical authority.
• Internal linking improvements orientated to commercial pages.
• Search intent mapping across informational and transactional queries.

The result was steadily compounding growth, where traffic quality improved faster than traffic volume. The organic clicks grew 72%, from ~18.6k to ~32k. 

2. UX, CRO & Funnel Optimisation

Simplified Checkout & Funnel

Data showed major drop-offs in the checkout process.
After hypothesis development and A/B testing, the following was implemented:

• PDP level improvements with particular focus above the fold: clearer value propositions, stronger product imagery, prominent social proof (reviews, trust badges) and simplified product options.
• Header and footer were removed on cart and checkout pages.
• Visual distractions were eliminated.
• Cross-sells were reduced to hand-selected, highly relevant products.
• Cross-sells became directly shoppable from the cart with one click.

The Result: ~29% higher conversion rate (~3% → 3.88%) and 7.2% higher average cart value (AUD ~97 → ~104). 

Paid Media Restructuring

With over 200 products and a limited budget, paid ads were inefficient.
The strategy shifted from broad coverage to focused performance:

• Reallocated limited ad budget to top-performing SKUs (top 30).
• Optimised landing pages for those SKUs and improved bidding/pricing tactics.
• Product feed optimisation for shopping campaigns (improved titles, image variants, merchant promotions).
• Introduced dynamic remarketing creatives built from high-performing PDP variants.

ROAS improved from 2.9 → 4.2. 

Retention + LTV

• Strengthened automated lifecycle flows: cart abandonment, second-purchase incentives and win-back campaigns tied to product SKU families.
• Introduced structured post-purchase upsell journeys to increase repeat purchase velocity.
• A tier-based loyalty system was introduced, with examples including:
  • Incentives for second-time buyers to improve retention.
  • Lifetime rewards for customers with 3+ purchases.
  • Seasonal campaigns tied to loyalty tiers.

This significantly improved retention and became a main growth driver, especially during peak periods such as before and around Christmas.

3. Technical Optimisation

Key technical improvements focused on speed, structure and search visibility:

• Core Web Vitals improvements and mobile performance work.
• Schema implementation (Product, FAQ, Review) and canonical clean-up.
• GA4, Google Tag Manager and improved conversion tracking set up to measure revenue attribution more accurately.

These changes ensured that both users and search engines could access and interpret the site more efficiently.

4. Off-Page & Social Strategy

The content strategy shifted towards formats that drive attention and trust:

• Creating short-form video as the primary social format.
• Community-driven content and UGC signals.
• Targeted digital PR, advertorials and niche influencer collaborations → discussed below in “what didn’t work” section.

This improved brand visibility, referral traffic and off-page authority.

Revenue & orders (2023 → 2025)

• Gross sales: AUD ~108k → ~208k (+93%), with every 2025 quarter exceeding the 2023 peak
• Orders: 1,118 → 2,014 (+80%)
• AOV: AUD ~97 → ~104 (+7.2%)

Organic Performance (2023 → 2025)

• Organic clicks: 18.6k → 32k (+72%)
  • CTR improved from 1.09% → 1.25%
  • Impressions 1.7m → 2.56m (+51%)
• Share of orders from organic: ~57% → ~61.5%
• AOV: AUD ~97 → ~104 (+7.2%)

Notably, revenue grew faster than traffic, indicating a significant improvement in traffic quality, improved value per visitor and on-site efficiency (better intent matching, better PDPs, improved checkout).

• Advertorial placements delivered little direct traffic and no measurable direct conversions. They may have provided secondary brand signals but this was untrackable and low ROI compared with direct investments.
• Niche influencer collaborations produced at best break-even results and did not scale returns. Influencers in this niche drove awareness but not a consistent conversion pipeline.
• Digital PR / brand mentions similarly had no clear direct conversion impact and should have been a lower priority against better-tracked levers.
  From a SEO standpoint it is worth noting that the brand mentions and social signals could have contributed to the overall organic traffic development.

Conclusion: in this brand's case, channel investments that generated explicit intent (search + targeted ads) and on-site conversion work outperformed awareness-driven placements.

The growth did not come from a single “hack”. It came from:

• Improved acquisition quality (better intent-aligned organic traffic)
• Clearer purchase experiences (PDP + checkout improvements)
• Smarter paid allocation

In short: data-led decision making at every layer of the funnel is what moved the needle.

As of February 2026, year-on-year growth is tracking at 48%, with a projected annual growth rate of 40%+.
With strong foundations in SEO, CRO and retention, the brand is positioned for continued, scalable growth.