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Services: SEO, CRO.
How We Launched 2 Ecommerce Stores and Helped to Achieve 7 Figures Revenue
Sleep.8 Case Study
6x
Sales
8.7x
Organic Traffic
by Dennis Lazard · Written November 17, 2022 · Updated December 19, 2023
4x
Revenue
About The Brand
Sleep.8 (a part of Hilding Anders Holding) is a European company that aims to help
people improve their sleep with their products. With 36 stores across 8 European
countries, including Portugal, Spain and the United Kingdom, Sleep.8 is a leading global
bedding & mattress provider.
The brand offers a vast collection of both traditional, high-quality mattresses and beds, and innovative sleeping products such as smart pillows, mattresses, sleep-aid gadgets, adjustable bed bases and more.
With the goal to empower shoppers to focus on their mental well-being and physical comfort by getting quality sleep every night, Sleep.8’s slogan is ‘Good sleep changes everything’, which promotes the idea that a good night's rest is an essential element of a healthy and happy life.
The brand offers a vast collection of both traditional, high-quality mattresses and beds, and innovative sleeping products such as smart pillows, mattresses, sleep-aid gadgets, adjustable bed bases and more.
With the goal to empower shoppers to focus on their mental well-being and physical comfort by getting quality sleep every night, Sleep.8’s slogan is ‘Good sleep changes everything’, which promotes the idea that a good night's rest is an essential element of a healthy and happy life.
The Challenges
We began the process by identifying the company’s current market positions and on growth spots we could help with and focus on:
- With 36 stores, the brand had several websites, CMS, back-ends and separate local teams responsible for different countries. The brand wanted our team to focus on managing Spanish and Portuguese eCommerce websites
- There was no accurate analytics for any of the websites, meaning the brand wasn't able to track customer data and sales accurately.
- The brand hired external development teams to implement the new websites on Magento for 2 years, although none of them were released.
- There were no opportunities for SEO, proper index pages, or attracting free organic traffic on product pages as the websites were originally developed on builder platforms.
- Lack of filters, tags and product descriptions. The internal website structure was incorrect, leading to poor user experience and an inability to grow sales.
- There was no technical infrastructure to upload a huge product catalogue. The team wasn't able to manage the list of products effectively with specs, descriptions, prices and models.
- Lack of uploaded and verified reviews, even from regular clients.
Strategic Approach
We implemented these steps to achieve the desired milestones:
- 1
Step 1: Make all Websites on WooCommerce (WordPress)
The WooCommerce platform was chosen because of the flexibility and easy deployment it has to offer. It allowed us to easily manage CMS for all the websites, only changing the design and localisation for different geolocations. - 2
Step 2: Gather Data in One Place for Transparency and Insights
The next step involved collecting all the business and sales data from analytics plugins, Google Analytics, and custom dashboards in one place in the admin panel to increase clarity on buying patterns and weekly updates on sales. - 3
Step 3: Deployment of the Websites in 2 Months
We also deployed the websites of Spanish and Portuguese eCommerce stores in just 2 months, where we added the first version of products and new features. We also implemented a continuously improving product catalogue with every new release each month to improve the UX and conversions. - 4
Step 4: Set Up Search Engine Optimisation for Free Organic Traffic
Once the websites migrated to the new platform, the next step was to set up proper SEO. Our first priority was detailed traffic research, including searching for competitors' gaps in popular product categories.
This research allowed us to create an ideal website structure and optimise all best-selling categories and top products. This way, we were able to provide the best hybrid (UX and brick-and-mortar) experience to the brand’s clients. - 5
Step 5: Improve Website’s Search and Customer Experience
We also worked on improving the website's overall structure and search by adding filters, proper product tags, category and product descriptions, and improving the internal SILO structure with product searches. - 6
Step 6: Upload and Manage Product Catalogue with no Development Help
We uploaded a massive product catalogue (50k+ products) using the existing product specs. We also set up a system to manage these catalogues without development help, allowing tech scripts to automatically upload products so different local teams can publish them, improving all specs, descriptions, prices and models on their websites. - 7
Step 7: Collect and Localise Verified Reviews
We collected reviews from 8 countries, localised them, and uploaded all of them to all the company’s websites to grow customer loyalty and trust, and improve the social proof of all product pages and categories.
The Results:
Result 1: 6X Growth in Sales in 12 Months
Thanks to the transfer to a WooCommerce platform, improved UX usability and website structure, we could grow the brand's sales 6X times in just 12 months
Result 2: 4X Growth in Revenue
With the initial goal to make all websites convenient for customers, attract organic traffic with low investments and build the brand’s reputation, we created a universal hybrid UX sales circle that led to average revenue growth 4X times, both online and offline.
Result 3: 2X Growth in Brand’s Online Visibility
With established SEO on all websites, the successful release of two new websites for new geolocations, verified reviews and improved website structure, we achieved 2X growth in the brand’s online visibility, which ultimately resulted in higher sales as well.
Result 4: 2.35X and 8.65X Growth of Organic Traffic
Our SEO and clear analytics with weekly updates led to a 2.35X growth of organic traffic of the Spanish eCommerce store within a year and an 8.65X growth of the Portuguese store in organic traffic within 7 months.
Result: 5: 7-Figures Sales Annual Revenue
With new eCommerce stores being successfully released we helped the brand reach 7-figures in sales annual revenue from 36 European brick-and-mortar stores and 7 online stores.
"ESA Digital are an SEO team of our Spain and Portugal eCommerce shops. They created our new websites from the ground up, improving UX usability by 4x times. The result? Double the online visibility of our brand and an increase in our online revenue of 150%. We couldn’t be happier! It’s a perfect partnership."
Ilya Adamsky (www.sleep8.es / www.sleep8.pt)
CEO at Sleep.8 Europe (Hilding Anders Holding)
CEO at Sleep.8 Europe (Hilding Anders Holding)
“I can't speak highly enough about ESA team! They have transformed my website from a store that functioned fairly well, to a fully optimised platform which performs better and generates significantly more income through substantially better sales conversions. We have a plan to continue building on the fantastic 7-figure revenue growth we’ve already achieved this year, and I have no doubt that with ESA team on side we will accomplish all this and more.”
Hanna Sillitoe (www.hannasillitoe.com)
Skin Healing Expert, BBC Dragons’ Den Brand
Skin Healing Expert, BBC Dragons’ Den Brand
ESA team combine both a creative and data-driven approach in performance marketing, testing around 10 hypotheses per week for acquisition, engagement and retention. Their work on developing and executing a product growth strategy for the UK and US markets has led to a 68% increase in our number of monthly clients and $1.3M raised in Oct 2019 based on our growth metrics with ESA.”
Roman Grigoriev (www.splento.com)
CEO at Splento (fundraised $1.3M)
CEO at Splento (fundraised $1.3M)
“I met Dennis and his Google team, when they pitched their startup Smartsub. We accepted them to our accelerator program in 2017, Batch 9 and they successfully passed through it. Within a short period of time they managed to develop MVP of their product, design and implement go-to-market strategy launching the product on the US market. Their broad digital business experience and data-driven approach allowed them to make things done.”
Cristobal Alonso (www.startupwiseguys.com)
CEO at SWG (funded Smartsub in 2017)
CEO at SWG (funded Smartsub in 2017)
“ESA team with their Google Ads skills, growth mindset and natural ability to mentoring are able to bring a lot of value to startup ecosystem with so many tech companies in their growth stage and businesses struggling with Google online advertising.”
Monika Synoradzka (www.hugething.vc)
CEO at HugeThing (funded Smartsub, 2019)
CEO at HugeThing (funded Smartsub, 2019)
ESA team had outperformed my expectations working with one of our main SEO clients. They delivered X2-times organic traffic growth for 12 client’s websites, working with technical, content and link-building SEO optimisation in Google, website structure, navigation, technical code and conversion rate optimisation.”
Maria Kristalinskaya (www.bbdo.com)
Head of Retail Media at eBay (GE), Techstars Startup Mentor, ex-BBDO
Head of Retail Media at eBay (GE), Techstars Startup Mentor, ex-BBDO
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