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E-commerce

Rebuilding an e-commerce funnel around margin

Profit growth decoupled from ad spend: cheaper acquisition, better conversion and a repeat-purchase engine that runs without weekly intervention.

+64%

Conversion rate

-29%

Blended CAC

+37%

Repeat revenue

Figures are indicative of outcomes from this engagement type. We share verified, client-approved numbers under NDA on a call.

The problem

Revenue was growing while profit was flat. Acquisition was concentrated on one channel and retention was entirely manual.

What we built

Headless storefront rebuild for speed, category and collection SEO, restructured paid campaigns by contribution margin, and lifecycle automation for repeat purchase.

How we approached it

  1. Step 01

    Optimise for margin, not revenue

    Contribution margin per SKU was loaded into reporting so campaigns could be judged on profit instead of ROAS.

  2. Step 02

    Rebuild the storefront for speed

    Headless front end with image and script discipline; the fastest wins came from the product and collection templates.

  3. Step 03

    Own the category language

    Collection and buying-guide pages built around how customers describe the problem, internally linked to the products that solve it.

  4. Step 04

    Automate retention

    Post-purchase, replenishment and win-back flows replaced manual campaign sends.

More work

Other engagements

ManufacturingCase study

Turning a brochure site into an RFQ engine

Problem
A precision components manufacturer ranked for brand terms only. Enquiries arrived by phone and were logged in a spreadsheet, so nobody could say which marketing produced revenue.
Solution
Technical product architecture with specification-level pages, schema for products and FAQs, a structured RFQ flow, and CRM routing with automated acknowledgement and follow-up.

3.1x

More qualified RFQs

-82%

Faster first response

+240

Organic entry pages

  • Web Development
  • SEO
  • CRM
  • Automation
Read the full case study
HealthcareCase study

Filling clinic calendars without increasing ad spend

Problem
A multi-location clinic group paid for traffic that landed on a slow, generic homepage. Location pages did not exist and no-shows were high.
Solution
Per-location landing pages, integrated scheduling, conversion tracking rebuilt server-side, and automated reminder sequences across email and WhatsApp.

+118%

Booked appointments

-46%

Cost per booking

-31%

No-show rate

  • Landing Pages
  • PPC
  • Automation
  • Analytics
Read the full case study
Back to all work

Next step

Have a e-commerce problem that looks like this?

A 30-minute strategy call. We review what you have, identify what's constraining growth, and outline the shortest path to fixing it.

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