Background
Our client has been crafting made-to-order premium leather boots in Canada since 1946. Handcrafted in British Columbia, they stand out in the market by offering a lifetime warranty on all their leather boots, ensuring long-lasting quality and customer trust. At one point they sold CSA steel boots, service boots, Chelsea fashion boots and made to order boots. They reported a surprising 51% drop in sales during 2021, despite the boom in eCommerce that year due to COVID-19, when people stayed home and had more disposable income. Our team conducted a thorough audit of their website and identified several issues that needed attention, along with opportunities for improvement.
Results
18,900
new visitors in 6 months.
137%
increase in sales
84%
increase in conversion rate
In just six months of focused website optimization, the brand saw transformative gains in traffic, sales & engagement. Sales increased by 137%, supported by product presentation improvements, UX refinements, and direct customer outreach. Conversion rate rose by 84%, moving closer to the industry average and reflecting stronger buyer intent and a smoother purchase experience. Traffic grew significantly due to a new SEO channel activated through strategic community engagement. Email marketing delivered immediate results overnight: A campaign launched to promote made to order boots generated a 6.34% click-through rate, the third-highest since 2021. Captured 54 newsletter signups and 19 SMS signups within hours. 29 users entered the newly built abandoned cart flow and converted to sales. On the technical front: Removing the Bold app improved product page performance from 65% to 80%. From June 2023 until January clicks increased by 18,000 and impressions increased by 364,000. Although the conversion rate initially decreased by 54%, total sales increased by 137%. The overall traffic or customer base increased significantly, impacting the data and giving the appearance of a low conversion rate. This highlights the importance of context when looking at the data and why having a clear goal is crucial.
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