Organic growth for eCommerce client

Introduction & Initial Challenge...

In this case study, we will explore how our client The London Embroidery School, an established embroidery teaching and eCommerce business leveraged SEO & Google Ads to boost their online sales and traffic. This case study will specifically explore the cross-over between the website build we designed and the SEO strategy working in tandem to help achieve an excellent growth in their eCommerce KPI’s and in particular, their Average Order Value (AOV).

Ahead of taking over management of the website in October 2021, the client reported a fall in traffic and conversions. Our audit revealed difficulties in finding the website and issues navigating to a purchase once on it. This was therefore causing a poor user experience and a reduced level of sales and conversion-rate.

The Solution...

We undertook an audit to identify the barriers to success that were prevalent on the website. It was decided the best way forward was a complete overhaul of the website due to the number of challenges flagged. Some of these included outdated design and difficulty purchasing, inconsistent loading speeds and a lack of content.

Our Head of SEO worked alongside our Head of Web Design to create a brand new site that included a focus on improving the clients organic performance and overall conversion rate optimisation (CRO). The rebuild was structured with Search Engine Optimisation (SEO) at the heart of the development in order to take full commercial advantage of all organic traffic for the client’s relevant keywords.

As the site was being redeveloped, we performed an off-page SEO analysis, where it was identified that the domain authority needed improvement in order to meet Google’s standards for a higher quality site. In order to do this we conducted a thorough backlink campaign, optimised page speed and ensured 301 redirect links were set up to maintain all established positive authority markers where relevant.

After this, we worked closely with the client to identify the top keywords to target and performed an on-page SEO audit. We then refocused the title tags, meta descriptions and header tags to target these keywords and further improve these search term rankings. Over the 6-months since this was undertaken, the client has seen a positive trajectory in performance for the site and its organic rankings. This has continued almost 2 years after the website redesign and SEO implementation.

The Results...

Over the course of 6-months (October 2021 to March 2022), we have delivered strong improvements in key performance metrics, including a 15% increase in traffic and a 17% increase in revenue. As of June 2023, Comparing year-on-year (YoY) performance since November 2021, we have seen a fantastic boost of 186% for organic revenue and 170% increase in conversion rate.

Our collaborative approach to web design and SEO gives an insight into the way we work at Hatch day-to-day. Avoid those large agency headaches by working with our tight-knit, proactive team. Book your call today!

Key Performance Metrics


New Users up by


Average Order Value (AOV)


Growth In Revenue


Conversion Rate Increase

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