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Services: SEO, CRO.

How We Achieved 7X Growth of US Organic Traffic in 8 Months

Wool Couture CASE STUDY
Organic Traffic
eCom CVR
by Dennis Lazard · Written October 10, 2023 · Updated December 14, 2023

About The Brand

Wool Couture is a British company founded in Yorkshire, England, in the same region where most of the UK textile industry once clothed the world.

Born in a land of wool and cotton production, spinning and weaving, the company manufactures handmade woollen accessories for knitting, macrame, crochet and weaving. It also offers DIY Kits and Made-For-You products.

The Challenges
We always start with our practice-proven analysis to identify problem areas to focus on. These are the weak spots of the business we identified and agreed to work on:

  1. The website design needed to be revised. The average eCommerce conversion of the brand's website was only 2%.
  2. We began by checking the company's current positions, where an analytics funnel showed the Churn Rate on product and checkout pages.
  3. The brand's website was not adapted for mobile devices, leading to poor user experience and low search engine result positions.
  4. The main payment method in the mobile version was PayPal, limiting the brand's sales and audience reach.
  5. We also identified that 95% of the customers were from the UK, whereas the company wanted to scale to the US market.
  6. Research showed that 85% of sales came from Google Ads, and the company's founder wanted to replace it with free organic traffic from Google searches.

Strategic Approach
The following steps were implemented to achieve these goals:

  • 1

    Step 1: Website UX Improvements

    Since websites are the first touchpoint of clients with the brand, we started with 4 website UX improvement releases to fix bugs and mistakes, then focused on increasing the conversion rate of the main page, products and checkout pages.
  • 2

    Step 2: Implement Practice-Proven Conversion Elements and Descriptions

    Our data research identified that the brand had a strong Etsy listing, so customers were migrating from it to the website and vice versa. We decided to use Etsy as a benchmark for website descriptions and conversion elements.
  • 3

    Step 3: Improve the Mobile Version of the Website

    We have worked with the brand's development team to improve the mobile version of the website based on best user experience practices. We performed our rigorous QA tests to ensure the final version of the website is fully adaptive and bug-free.
  • 4

    Step 4: Adapt and Expand Payment Options

    The next step was expanding payment options based on the brand's customer's preferences. We added the classic bank card payment option as the default, while Apple Pay, G Pay, and Paypal are used as fast options on all mobile devices.
  • 5

    Step 5: Google Traffic US Research

    We made a Google traffic US research that showed 42 from 53 topic product groups had competitors gaps in Top-5 positions and could give an extra 100k clicks per month of organic commercial 'buy-now' traffic.
  • 6

    Step 6: Establish Organic Traffic from the US

    We estimated that Google US could give +15% more organic sales in 6 months and an extra +30% organic sales in a year, so the last step was keyword research and optimisation of a website for this locale.

The Results:

Result 1: Improved and Adapted Website

By the end of our work, the brand had improved the website with no bugs that affected the loading speed, user experience and search results. We worked on the UX/UI of the main page, products and checkout pages, adapting mobile and desktop versions (spec docs 100+ pages).

Result 2: 6K+ Etsy Reviews Uploaded

Through the implementation of Google and social ads, brand promotion on Instagram and Pinterest, and more relevant and increased organic traffic from SEO, we were able to positively affect the number of monthly orders–from less than 250 to more than 3.5K orders per month on average.

Result 3: 1.5X Growth in eCommerce CVR

With all the website improvements, verified reviews, and better user experience, we increased eCommerce CVR on the product page 1.5x times, CVR on the checkout page 2x times, and overall eCommerce CVR 1.8x times.

Result 4: 7X Growth of US Organic Traffic

Thanks to the keyword research, adaptation of the website and payment methods for the US market, the brand achieved 7x growth in Google US organic traffic in the following 8 months.

Result 5: From 3% to 12% of US Sales Share

The brand's US sales share grew 4x times, from 3% to 12% by the end of the year.
“​​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 (
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 (
CEO at Splento (fundraised $1.3M)
"ESA Agency are SEO and PPC 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 ( /
CEO at Askona Europe (Brand Sleep.8)
“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 (
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 (
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 (
Head of Retail Media at eBay (GE), Techstars Startup Mentor, ex-BBDO
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