Performance Metrics
| Metric | Before | After | Change | Why This Matters |
|---|---|---|---|---|
| Average Order Value (AOV) | $48–$50 | 101.78 | ↑ ~105% | Free shipping threshold, countdown bar, and “You May Also Like” upsells encouraged larger purchases |
| Sales Growth | Baseline | 63% | ↑ 63% | Website optimization + ads drove significant revenue growth |
| Conversion Rate | Baseline | Improved | ↑ Significant | Guided shopping, pre-made mixes, & simplified checkout reduced friction |
| Returning Customer Rate | Baseline | Improved | ↑ Significant | Significant |
| Bounce Rate | Baseline | Decreased | ↓ Significant | Clearer product value propositions and SEO improvements kept visitors engaged |
| Organic Visibility (SEO) | Limited | Ranked for cold-pressed oils + store locations | ↑ High | SEO drove local and product-specific traffic to supplement paid campaigns |
Transitioning from Brick & Mortar to Scalable E-Commerce
This beauty and wellness company made the leap from being primarily brick-and-mortar to a full-scale e-commerce brand, expanding reach and revenue. With over 300+ SKUs added to their online store, the strategy was focused on website conversion optimization, guided product discovery, value-driven advertising, and SEO for organic visibility.
Website Development & Optimization:
We built a custom e-commerce website designed to house the brand’s extensive product line while making it easy for customers to shop. A highlight was the “Build Your Own Oil Mix” page, which allowed customers to create custom blends. However, data revealed that many found the process overwhelming — they weren’t sure what oils to combine or which mixes matched their needs.
To solve this, we added a “Pre-Made Mixes” section, guiding customers with ready-to-use blends.
Average Order Value & Free Shipping Optimization:
Initially, free shipping was set at $150+, but the average order value (AOV) was only $48–$50, meaning most customers either didn’t qualify for free shipping or chose to pay for shipping instead of adding more products. This high threshold created friction and limited larger purchases. To boost conversions and cart size, we:
Key Tactics Implemented:
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Reduced the free shipping threshold to $100.
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Added a countdown slider bar showing how far a customer was from qualifying for free shipping.
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Implemented a “You May Also Like” section, suggesting additional products to help customers reach the threshold.
These changes increased the AOV to $101.78 and drove 63% growth in sales, demonstrating that the strategy effectively encouraged larger purchases.
Advertising Strategy:
Paid campaigns complemented these website optimizations. Ads highlighted fresh, cold-pressed oils, value propositions, and UGC showing versatile product use. The combination of targeted ads and the new free shipping strategy maximized revenue per visitor and overall sales.
SEO & Organic Growth:
To complement paid campaigns, we implemented a robust SEO strategy:
- Location-based SEO to rank the two physical stores in Google Maps and local search results.
- Product-focused SEO, targeting keywords like “cold-pressed oils” and “custom hair oils,” to capture organic traffic.
- Educational blog content to establish authority and drive additional organic visitors.
Customer Journey Improvements:
- Clearer value propositions and guided shopping through pre-made mixes removed purchase friction.
- UGC demonstrated real-world benefits.
- Free shipping and product recommendations increased cart size and conversion rates.
- SEO ensured customers searching for relevant products discovered the brand organically.
Why This Matters:
Transitioning from brick-and-mortar to e-commerce requires more than just listing products online.
By combining conversion-focused web design, strategic free shipping and upsell features, ad campaigns highlighting value, and SEO-driven visibility, this brand successfully increased AOV, sales, and overall customer engagement, creating a scalable online business model.