eCommerce
15% off-season conversion growth for a 9,000-page eCommerce brand
A seasonal retailer needed growth after peak demand, not another traffic spike during it.
The commercial problem
Peak-season visibility was masking weak off-season conversion and conflicting category signals.
The intervention
Resolved page conflicts, refreshed decision content and rebuilt internal linking around category demand.
The situation
A large catalogue had strong seasonal awareness but weak performance once peak demand passed. Overlapping category signals and aging decision content made it difficult for search systems and shoppers to identify the best page.
What changed
We resolved page conflicts, refreshed decision-critical content and rebuilt internal linking around category demand. Work was sequenced around templates that could improve many URLs without creating thin new pages.
The outcome
Off-season conversions increased by 15%, giving the team a more durable growth pattern and a clearer way to prioritise catalogue improvements.
The evidence
The result, with the surrounding proof visible.
+15% off-season conversions
Clearer category ownership across a 9,000-page catalogue
A repeatable template-led optimisation model
What transferred beyond this project
Three principles that made the growth repeatable.
One page, one job
Priority pages were given clear ownership of a decision instead of competing with near-duplicates.
Evidence before volume
The work strengthened useful pages and proof before expanding the publishing footprint.
Measure the business signal
Visibility was interpreted alongside conversion quality, enquiries and the outcome the client actually needed.