The client was City Looks, a boutique specializing in medical-grade wigs for cancer patients. The client aimed to boost online sales and raise awareness about their products.
Problem: The client’s website was not getting sufficient traffic, the product had a narrow, niche market, and the target keywords had a high potential for irrelevant traffic i.e. (Lots of irrelevant traffic for fashion-oriented wig buyers had been recorded even though ideal customer would need a special wig for cancer or alopecia conditions). This was the core of the client’s challenge
Strategy
We developed a comprehensive PPC strategy that included:
Using the data from past buyers, along with website events to create a audience cohorts that were exposed to ads that overlapped with their position in the funnel.
Conducted VOC research and mined product reviews to find all customer lingo associated medical-grade wigs, cancer patient support, and hair loss solutions.
Utilized ad extensions (Price & Call out extensions) to provide additional information about product type and use case so as to weed out irrelevant clicks
Implemented a geotargeting approach to focus on areas with higher demand for cancer patient support products.
Results
Within the campaign period, we achieved remarkable results leading to
A 120% increase in lead quality associated with website traffic and product sales
Myuz Artistry, an e-commerce brand specializing in unique cosmetic products, faced a significant challenge in achieving a return on ad spend (ROAS) greater than 5.0 from their Google Shopping campaigns i.e. For every $1 spent, they wanted a corresponding $5 in sales revenue.
Their existing campaigns struggled to deliver profitable conversions, necessitating a comprehensive strategy overhaul to enhance performance.
Task
To surpass the ROAS target while maximizing conversion value, it was essential to identify untapped opportunities in audience targeting and optimize product data feeds for better alignment with relevant search queries.
Action
We took a two-pronged approach to address the challenge:
Audience Targeting Enhancement:
Conducted research to identify 55 highly relevant websites within the art and design niche.
Built custom intent audiences in Google Ads using these websites to refine targeting for Shopping campaigns.
Feed Optimization:
Utilized feed rules in Google Merchant Center to enhance product data quality by:
Adjusting product titles to include high-performing search terms.
Embedding GTINs for improved product match accuracy.
Setting up granular Google Product Category identifiers across primary and supplementary feeds.
These measures ensured that the product listings were more closely aligned with major search terms, increasing their visibility and relevance to potential buyers.
Result
Between January and May 2023, the revamped strategy delivered outstanding outcomes:
Conversions: Achieved 583 conversions, far exceeding previous performance benchmarks.
ROAS: Recorded a remarkable ROAS of 12.35, more than doubling the initial target.
Revenue Impact: Generated $60,000 in conversion value, establishing Myuz Artistry’s campaigns as a significant revenue driver.
During COVID, the client’s 40 year old Coin business faced severe challenges. In-person coin shows and conventions were canceled, and the business lacked a strong digital presence. Sales plummeted while warehousing and employee costs stayed constant, pushing the 40 year old company toward failure.
The primary audience for the business—coin collectors aged 50–80—was not very tech-savvy, further complicating digital adoption. Additionally, revenue was skewed toward low-margin products like silver and gold eagle coins (5% margins), while high-margin products like classic Morgan Dollars and Lincoln Cents (up to 30% margins) struggled to sell.
Task
We needed to boost site rankings for keywords linked to high-margin products, such as:
(1) Lincoln Penny (search volume: 1K, difficulty: 11)
(2) Morgan Silver Dollar (search volume: 11K, difficulty: 11)
Despite low keyword difficulty scores, rankings for these terms were highly unstable. Frequent swings in rankings indicated that poor content quality might be a key issue.
Action
We performed a detailed content audit using a Python script to simulate Google’s content compression. Search engines compress content to save space and assess quality. A high compression ratio suggests filler content, while a low ratio indicates meaningful and rich information.
For Example
If 100K words compress to just 1 word, it signals that the content lacks substance.
If 1,000 words compress to only 900, it indicates high content richness.
Our audit revealed that many critical product and blog pages had high compression ratios (above 4.0), suggesting low-quality content.
We the set out to optimize the affected pages while concurrently rolling out technical SEO fixes like along with a series of technical SEO like
Reduced the role of Javascript in content rendering
Reduce 404 inlinks and resolved 404 backlinks
Using webmaster outreach to Convert Nofollow backlinks into dofollows, while replacing replaced image backlinks with links to the actual products
Improving internal link references for high margin products
Results
Within three months, the site experienced steady growth in clicks and impressions from a daily clicks count of 115 to 1203 at the end of the year representing a 946.96% rise in clicks and a 620.83% rise in impressions.
Traffic increased, and visibility improved for high-margin product pages, directly contributing to revenue growth.
Reversed 49% Revenue Drop For Ornamental Dishware Store
How a 49% revenue drop was reversed in order to save an ecommerce business and prevent the layoff of its employees
Through a sequence of CRO interventions, including search bar redesign, product reorganization, and cart usability enhancements, we delivered a 93% boost in purchases and a 70% increase in revenue within 90 days.
Revenue had dropped by 49% year-over-year, despite a 79% increase in product visibility. This decline persisted when comparing Q3 to Q2, highlighting potential issues with the site’s conversion effectiveness.
Further analysis revealed significant user experience challenges on the homepage, category pages, and product pages, which were reducing engagement and conversions. Key issues included friction caused by the search bar design, poorly organized category pages, and multiple usability problems on both the cart and product pages.
Task
The next goal was to optimize user interactions across these pages, reduce friction, and improve key performance metrics like Add-to-Cart and Cart-to-Checkout progression.
Actions
Homepage Optimization
Identified Issue: The search bar accounted for 16% of homepage clicks but caused user frustration due to a modal window that trapped users, leading to dead and rage clicks.
Interventions
Centrally positioned the search bar, following best practices seen on Amazon and Etsy.
Introduced autosuggestions to help users find relevant products faster.
Removed the modal window entirely for a smoother search experience.
Category Page Improvements
Identified Issue: Pagination was the most clicked element, indicating users were scrolling through 22 products without finding relevant items. Product organization was not based on popularity or relevance.
Interventions
Dynamically reorder products based on sales popularity, updating every 60 days.
Add installment prices and rating stars to product image cards to encourage clicks and improve discoverability.
Product Page Enhancements
Identified Issue: Size variations (which impacted pricing) were difficult to interact with, and preload animations disrupted usability.
Interventions
Turn size variations into clickable icons for a better user experience.
Eliminate unnecessary preload animations to reduce page load friction.
Cart Page Usability Fixes
Identified Issues
The cart notification lacked a visible “Checkout” button, leading to cart abandonment.
The coupon field’s prominence distracted users, increasing price sensitivity.
The cart required a manual update for quantity changes, adding unnecessary steps.
Users spent too much time on the cart page without completing checkout.
Interventions
Added a prominent “Checkout” button to the cart notification and ensure it displays fully on all devices.
Removed the coupon field from the cart page or reposition it to reduce its impact on decision-making.
Enabled automatic cart updates when quantity selectors are used.
Introduced urgency elements like stock quantities, cart reservation timers, and indicators of shopper interest.
Results
We significantly reduced user frustration on the homepage by improving search clickthrough rates and session durations.
We enhanced engagement on category pages by aligning product visibility with user preferences, resulting in increased clicks and reduced reliance on pagination.
We streamlined the product page experience, enabling faster decision-making and greater user satisfaction.
Key friction points on the cart page were resolved, leading to fewer cart abandonments and higher checkout conversions.
Within 90 days of implementing our CRO interventions—and before the year’s end—the persistent revenue drop, despite an increase in product views, was reversed. This resulted in a 93% increase in items purchased and a 70% increase in e-commerce revenue.
Overview: The Client was a Men’s Urology Clinic in Canada that offers Prostate treatments, Vasectomies and caters to Male Sexual health issues
Problem: The client was unable to run ads due to health policy restrictions. This was an issue that made it difficult for the client to scale their ad performance because Google did not approve of the terms on treatment pages of the site
Solution
I decided to run click to call ads to bypass the restrictions that derived from the restricted health terms present on the landing page.
I also decided to create new landing pages that could bypass Google’s policy restrictions. To achieve this I scraped off all words and replaced them with images so that the words will be embedded in an image, thus making it inaccessible to Google’s HTML crawlers. i.e. I created Image-only landing pages so as to avoid the text form of restricted terminology (which could have led to a suspension of the ads and the entire account) e.g. “Penile Enhancement”
Impact and Results
The new Landing pages passed the policy restrictions, thus allowing the previously disapproved ads to run. The result was a spike in lead volume from 9 leads and a $105 cost per conversion in March to 61 leads at a $30 cost per conversion in April.
In summary, within 30 days, we were able to
Reduce the cost per click (CPC) by 96.19%
Achieve a 577.78% increase in the number of patients scheduling appointments through the website.
Drove 17% Profit Margin Expansion For Apparel Customization Platform Via Price Sensitivity Analyses & Redesign
This was accomplished by conducting a Vanwesterndorp price sensitivity analysis which uncovered not just the range of acceptable prices, but our target market’s indifference price points across all product categories
ClientCustomization Platform For Cheer Leader Supplies & Accessories
Client provided a platform for the granular customization of sports and cheer leading uniforms but all principal keywords were plagued by seasonal search volume trends. The result was a situation in which the client was struggling with undulations in traffic and revenue and wanted to understand how to cope with this development.
Problem
Their business costs (hosting, plugin subscriptions, product warehousing, taxes etc.) were going up but revenue was undulating cyclically across sharp dips and troughs leading to extreme growth constraints
Growth Audit Insights
On observing the most significant keywords in the clients industry some striking seasonality insights came into view.
(1) Keyword: cheer shoes
Difficulty Score: 4
Search Volume: 14K
Observations: This is a keyword that the client was ranking on the first page for, however they lost over 1K in traffic despite retaining their position 1 rankings on the SERPs. This keyword was part of the larger trend of seasonality that impacts the industry and accounts for the traffic and revenue patterns the site had observed around key sporting events.
As seen in the image below, this keyword’s search activity had recorded 3 key spikes over the last 2 years (demand driving developments external to any website was likely responsible) with the volume trending downwards between April and May 2024
The same effect was observed around related keywords like
The search activity for this industry-relevant term also showed distinct troughs interjected by peaks of a smaller time duration. This indicated the inevitability of search traffic undulation regardless of the keyword position that had been captured for this term. This is because the search volume numbers swung widely from a 10K peak in october 2023 to 4.7K in April 2024 representing a 53% decline in demand as reflected in by the changes in search activity
Solution
We Initiated a research-driven pricing plan redesign which gave the client a growth advantage despite the seasonality effects associated with the major keywords in their industry. This was accomplished by first conducting a Vanwesterndorp Price Sensitivity analysis.
Across all of the client’s product categories, the goal of our analysis was to establish:
The range of acceptable prices (RAP)
The optimal price point (OPP)
The indifference price point (IPP)
The analysis took the form of a survey with questions that are as follows
The range of answers and price points were then plotted to produce a graph like the one shown below
As seen in the image above, the range of pricing-related responses intersect along four points.
The intersection points of the four lines produced all key metrics (VW metrics) necessary for price setting.
See what line intersections indicated to us as we juxtaposed the graph and table below.
Impact
This then allowed us to price products at the IPP (Indifference price point) such that the margin between the optimal price point and the indifference price point became the client’s growth advantage and buffer across all seasonal demand undulations.
Kern Hill wanted to sell high ticket furniture products from their Online store. However the prices were on the high side and due to buying inertia, their online store was not generating sales at the desired level, leading to vast wastages across their marketing funnel
The Intervention
To improve conversion rates, I introduced a Buy Now – Pay Later integration which helped to reduce the buying inertia and consideration time before a purchase
On the PPC side, I ran two main campaign types
Search Ads To Past Site Visitors (Non-Converters) + A Prospective Campaign: For Search ads, I used pricing and promo extensions to display discounts and offers right within the serps. We also used count down insertions to create a sense of urgency around these search campaigns especially for clearance items
Performance Max To Utilize Google’s Remarketing Capabilities Across Shopping Surfaces: We then created 25 feed-only performance max campaigns comprised of single product ad groups (S.P.A.G.S), while ensuring that the feed was optimized with granular precision i.e. Reviews, ratings, google product categories, stock quantifies, promos, and search query aligned title modifications were all aspects of the feed optimization process.
Results
With just $648 in ad spend, we generated 36 conversions at an ROAS of 12.30
Nairametrics, a financial media platform, faced a major challenge when its website was hit by Japanese SEO spam and a DDOS attack. These issues coincided with Googlebot’s crawl schedule, severely damaging the site’s rankings and traffic. As a result, Nairametrics experienced significant visibility loss, dropping from millions of monthly page views to a fraction of that number.
Task
My task was to eliminate the penalties imposed by Google, restore Nairametrics’ SEO health, and bring back its previous traffic levels (3M page views per month). This required addressing the technical SEO issues caused by the attack and improving the site’s structure and content to regain search engine trust.
Actions
To achieve these goals, I executed a series of targeted interventions:
Strict Canonicalization Rules: Implemented strict canonical tags to prevent PageRank dilution and ensure that search engines only indexed preferred versions of the pages.
Spam URL Removal: Identified and removed spam URLs via Google Search Console to clean up the index and prevent malicious links from harming the site’s authority.
Keyword Cannibalization Fixes: Consolidated closely related pages to resolve keyword cannibalization issues, ensuring that individual pages had distinct and focused ranking signals.
Index Bloat & Internal Linking: Tackled index bloat and counteracted PageRank decay by increasing the internal link density, which helped distribute authority more effectively across important pages.
Pruning Low-Performing Pages: Removed underperforming or outdated pages to reduce unnecessary crawl demand and improve overall crawl efficiency.
Within 30 days of completing these technical fixes, Nairametrics experienced a remarkable recovery: The site regained impressions on Google News and Google Discover, leading to a daily performance of 130K page views.
Overall, traffic growth was restored, and the site began to re-establish its authority, resulting in a sustained monthly traffic of over 3M page views.
