How We Grew Yhangry’s SEO Traffic by 189% In Just 6 Months

189%

Organic Traffic Increase

233%

First Page Keyword Increase

Position No.1 

Hire a Private Chef

Backed by:

About Yhangry

Yhangry is a London-based venture established in 2019 by Heinin Zhang and Siddhi Mittal. Previously working in finance, the founders started Yhangry to solve a personal need: finding private chefs for their dinner parties due to their busy schedules. The online marketplace they developed solved their problem and made it easier for others to hire chefs for private dining experiences. 

Yhangry is also on a mission to support chefs to become food entrepreneurs. Their marketplace allows independent chefs to set their own prices, create unique menus and showcase their talents in a way that works for them. This is a way for chefs to break free from low-paying and high-stress jobs that often come from working in traditional restaurant kitchens. 

In 2019, Yhangry was accepted into the Google for Startups female founders residency programme, prompting the founders to commit to the venture full-time. They then launched their first website later that year. Like many businesses in the food industry, Yhangry had to pivot due to the pandemic, and in 2020 they started offering virtual cooking classes and meal prep delivery from chefs’ homes. 

Yhangry proved their resilience and managed to secure a £100k deal on BBC’s Dragons’ Den, but declined privately and instead raised £1.1m from angel investors. In 2022, Yhangry joined Y Combinator, a renowned startup programme and the initial backer of Airbnb. This association helped strengthen the business. 

The marketplace now has a team of 11 employees and nearly 1,000 chefs across the UK and has served over 40,000 guests. The founders and their team continue to work towards making hosting easier and more enjoyable for individuals who enjoy bringing people together around the table.

Team

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Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

Yhangry Team

Siddhi Mittal

Co-Founder

Heinin Zhang

Co-Founder

Action Plan

Yhangry asked us to develop their SEO strategy and improve online visibility. Despite their extensive offerings and unique selling points, such as exclusive access to Master Chefs and Michelin-experienced chefs, their marketplace faced fierce competition from other platforms like Nomad Cooks, La Belle Assiette and Take a Chef.

Our first step was conducting an in-depth SEO audit to understand Yhangry’s online presence and identify areas that needed work. We analysed their website and determined the keywords that were driving traffic. This analysis helped us understand the search behaviour of their target audience and identify high-volume search areas across the UK (their target market).

Next, we focused on keyword research, identifying relevant keywords that could drive targeted traffic to Yhangry’s website. We used SEO tools to identify high-intent keywords related to private chefs and private catering services. This research helped us understand the search landscape and identify opportunities for Yhangry to rank higher in search results.

Yhangry’s content then needed attention. We proposed creating high-quality, SEO-optimised content that would engage the target audience and drive traffic to the website. This content would be a mixture of landing pages and long-form articles, focusing on local audiences and specific celebrations such as weddings, hen dos and birthdays.

We also proposed implementing technical SEO improvements to enhance Yhangry’s online visibility. These refinements would improve the website’s user experience, making navigating and finding information easier around the marketplace and ultimately boosting the number of private chef bookings.

Customer Review

Keyword Research

Our Head of SEO conducted a thorough analysis of Yhangry’s website using Ahrefs (an SEO tool) to identify relevant keywords that could drive bottom-funnel traffic to their website. We found that keywords relating to private chefs, specific locations and occasions ranked well for this marketplace during the analysis. 

This led us to develop a content strategy covering topics like ‘how much is a private chef’, ‘private chef in London’ and ‘hire chef for birthday party’. Here are some example keywords Yhangry targets:

Private Chef KeywordsSearch VolumeKD
private chef180035
personal chef70025
hire a chef50042
private chef hire50027
chef at home35027
private chef at home20034
private chefs near me2001
hire a private chef15035
book a chef15024
personal chef cost1505
Catering Location KeywordsSearch VolumeKD
bradford catering14002
manchester catering50012
birmingham catering50021
york catering4504
sheffield catering35013
plymouth catering3001
nottingham catering3002
oxford catering25012
cambridge catering25021
leeds catering25017
Catering for Occassion KeywordsSearch VolumeKD
catering for corporate45020
catering for funerals4000
catering for birthday party3501
catering for party at home3005
catering for small parties3005
catering for schools30039
catering for children’s party2500
asian catering for weddings25018
catering for breakfast2000

Local SEO Strategy

Yhangry is targeting the UK market, so a local SEO strategy is crucial to ensure visibility in high-volume search areas. One of our first goals was to ensure their online presence for local searches, making it easier for potential customers to find private chefs nearby.

As mentioned above, we identify high-intent, location-specific keywords that potential customers might use when searching for catering services. We then optimised Yhangry’s website content, meta tags, and URLs with these keywords to improve their visibility in local search results. Here are some examples of their first-page results for local searches for private chefs: 

Localised content involved creating landing pages and articles relevant to Yhangry’s local audience, such as blog posts about local food trends, restaurants and guides to hosting dinner parties in specific UK cities. We then wrote about the same topic for multiple locations. For example, we covered stag do ideas in London, Birmingham, Newcastle, and other UK locations that show a high search volume of people searching for stag do ideas.  

Other Bottom-Funnel Content

Due to Yhangry being a marketplace, there is a huge opportunity to utilise SEO and incorporate bottom-funnel content within the site’s numerous pages and food categories. People search for many different food-related topics, so the scope of content we could cover was vast. Following thorough research on search volume and competitor analysis, we started writing on various topics, from outdoor birthday parties to MasterChef finalists.

We also place CTAs in carefully thought-out positions in the text to encourage conversions. For example, the image below shows two CTAs on a page about 21st birthday ideas. We have made it as easy as possible for the reader to request a quote and book a chef via the Yhangry website.

Results

3,513

Monthly Traffic Increase

6,254

Relevant Keyword Increase

158%

Boost in Impressions

The results of our SEO efforts for Yhangry have been impressive. With carefully calculated ROI from SEO, we can confidently estimate that the more content and pages we have on the website, the faster Yhangry grows. Over six months, we wrote over 280,000 words across 328 carefully crafted pages, bringing in some fantastic results. The marketplace now has a 158% increase in Google impressions and 3.3X more clicks.

Organic Traffic

  • Organic traffic increased by 189% from when we started working with them in February 2023.

Organic Keywords

  • Organic keyword rankings in positions 1-3 are up by 459% following a huge push in page publishing. We expect the number of keywords to flatten slightly but steadily grow.
  • The total number of keywords now ranking on the first page has shot up by 233%, with much of the increase occurring due to the indexation of new pages.
  • Organic keyword rankings between 11-20 have gone from the hundreds to the thousands. This is a great indication that the current keyword strategy is working well.

Position Improvements

Over the course of six months, we have seen the keywords improve. Our main target for ‘private chef’ related terms has gone up in the SERPs, and Yhangry is getting more traffic and chef booking as a direct result. Below is a table showing the improved keyword position changes between May and July.

Conclusion

Based on our in-depth analysis and understanding of Yhangry’s needs, our SEO strategy has already massively improved Yhangry’s online visibility. We have published almost 300 high-value pages in just six months to drive targeted traffic to the marketplace. This has ultimately increased the number of people booking private chefs and attracted new independent chefs to sign-up to their platform.

As with any marketplace, it comes down to supply and demand. Yhangry needs to attract both buyers and sellers to succeed. Without the chefs, people have no reason to visit their marketplace; without customers, the chefs have no reason to join. It’s a bit of a chicken-and-egg problem and one of the hardest hurdles for marketplaces to overcome.

Our effective SEO marketplace strategy has brought this client some excellent results in a very short amount of time. Unlike many other SEO growth agencies, NUOPTIMA has experience creating and running a successful marketplace ourselves, so we understand what is needed to make a marketplace successful and profitable. Working with the Yhangry team has been fantastic, and we’re looking forward to seeing what other SEO wins we can achieve together.

Icy Bear Achieves 9x ROAS and Remarketing at 17x ROAS with Facebook Ads

9X

ROAS

17X

Remarketing ROAS

About Icy Bear

Icy Bear is a dental company that provides high-quality teeth whitening products in the UK. It was founded in 2020 by celebrity dentist Hannah Kinsella and has quickly become a popular brand in the UK market. With a focus on social responsibility, Icy Bear offers palm oil-free, SLS-free, and animal cruelty-free products that are all produced in the UK.

Icy Bear’s product development is exclusively led by top dental professionals who work to keep the brand on the cutting edge of the market. The company’s range of teeth-whitening products includes toothpaste, whitening strips, toothbrushes, and whitening gel kits. They have all been designed to provide customers with effective and safe teeth whitening solutions that adhere to strict dentistry guidelines.

With a commitment to social responsibility and a focus on staying at the forefront of the dental market, Icy Bear is poised to continue its success in the UK and beyond through strategic digital marketing.

Team

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Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

Icy Bear Team

Sara H.

E-commerce General Manager

Action Plan

In order to reach and attract new customers, Icy Bear wanted to expand its presence on social media platforms and run sponsored posts on Facebook. By leveraging the power of social media, the company aimed to connect with its target consumer and build brand awareness among a wider audience.

To create a successful Facebook ad action plan for Icy Bear, we strategised around a number of key points, including the following:

  • Identified target audience: Mapped out the demographics, interests, and behaviours of their ideal target audience.
  • Developed ad content: Created engaging ad copy which featured high-quality images and videos to show off the benefits of Icy Bear’s teeth whitening products.
  • Choose ad objectives: Selected appropriate ad objectives, such as brand awareness, lead generation, and sales, to ensure that the ads were optimised for the desired outcome.
  • Monitored ad performance: Regularly tracked the performance of the Facebook ads, including metrics such as click-through rate, conversion rate and ROAS.
  • Tested and refined the ad campaign: Continuously tested different ad copy, images, and targeting options to identify what works best for the target audience and made adjustments to improve performance.

By following these steps and continuously refining the Facebook ad action plan, we were able to reach and engage with its target audience, build brand awareness, and ultimately drive sales of its teeth whitening products.

Audience Targeting

Planning out audience targeting for Facebook is an essential part of any successful ad campaign, and it was particularly effective for a brand like Icy Bear. They have a celebrity founder known for her role in the Real Housewives of Cheshire, which means she already had an existing fan base. To take advantage of her celebrity status, we used Facebook’s audience targeting features to reach audiences who show an interest in reality TV and celebrity culture.

We also created a lookalike audience based on existing Icy Bear website visitors. This helped us reach new customers who have similar interests and behaviours to their existing traffic. These people are more likely to be interested in the brand and buy their teeth whitening products.

Another approach we adopted was retargeting web visitors via Facebook ads who did not make a purchase. With this method, we could get back in front of people who had already been attracted to the Icy Bear brand and try to hook them into completing a purchase.

Facebook Ad Creative

Product Images

When creating the product image ad copy, we ensured the text was engaging and contained high-quality images. The ad creative also showcased the fact that Icy Bear has award-winning products, which helps affirm the fact that they are a quality brand.

To make the carousel ads as appealing to the target audience as possible, we used models inspired by glamorous reality tv personalities. This helped the carousel ads tell a visual story while promoting the different Icy Bear products and their benefits.

Influencer Content

We identified that Icy Bear’s ideal customer would respond well to influencer content. These influencers were able to create short-form videos that appealed to their followers and helped spread awareness of the Icy Bear brand and products.

Results

£14.4K

Sales From Lookalike Ads

£6.3K

Sales From Remarketing Ads

Through ongoing monitoring and refining ad copy to appeal to Icy Bear’s ideal consumer, we were able to reach new customers and retarget those that failed to initially make a purchase. They made £14.4k worth of sales in lookalike ads and a further £6.3k in sales from remarketing on Facebook. This equated to a total of 9X ROAS and 17X ROAS on remarketing with Facebook Ads.

Conclusion

The Facebook ad campaign implemented for Icy Bear was a success in increasing brand awareness and driving sales of their teeth whitening products. By targeting the right audience and using engaging ad creatives, the Facebook ads were able to convert over £20k worth of sales and a 9X ROAS.

The use of influencer marketing on Facebook also helped to increase brand awareness and reach new audiences while maintaining the brand’s messaging and authenticity. In order to continue the success of the Facebook ads, it’s important for Icy Bear to regularly analyse and optimise their ad targeting, ad creative, and messaging. This will help to ensure that the ads are reaching the right audience and driving the desired actions.

Overall, the success of the Facebook ad campaign showcases the effectiveness of social media advertising for small businesses like Icy Bear. By using the right targeting and creatives, small businesses can compete with larger brands and drive significant results.

Naturecan Winning Position 1 to 3 for “CBD Gummies” & “10% CBD Oil” with High Authority Backlinks

3,000+

Monthly pageviews increase

1st

Position for “10% CBD Oil”

3rd

Position for “CBD Gummies”

Keyword difficulty and search volume for CBD Gummies in the UK 

About Naturecan

Naturecan is a leading CBD brand in the UK. Founded by ex-CEO of MyProtein, Andy Duckworth, Naturecan quickly rose up the ranks taking highly converting positions in SERP. 

When they approached NUOPTIMA, they were on page 1 for two highly valuable search terms, “CBD Gummies” and “10% CBD Oil”. The search intent indicates the user is ready to purchase and is currently choosing between brands and product options. Being present at this stage of the consumer funnel is incredibly lucrative and presents an opportunity to acquire a high LTV customer base. As you saw above, the keyword “CBD Gummies” is searched over 46,000 times every month and has a keyword difficulty of 88. 

Once Naturecan saw how lucrative the keyword was, they decided to double down on SEO efforts by engaging NUOPTIMA to build high authority backlinks to increase their position and fend off competitors.

How Naturecan’s CBD Oil page looked in SERP after our optimisations
How Naturecan’s CBD Gummies page looked in SERP after our optimisations

Team

Naturecan Team

Christopher Bracken

Head of SEO

Valeria Briancesco

Head of Content

Start Driving Revenue Growth Today

Schedule a free strategy call with one
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Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

Action Plan

Once we see a page beginning to rank on Google, the team at NUOPTIMA fully focuses on how to maximise its position and gain traffic as fast as possible. This was no exception! 

Our SEO experts first conducted a site audit to ensure maximum optimisation for the ranking pages. We then set our eyes on acquiring the highest quality backlinks. It was imperative the backlinks we acquired for Naturecan would be positive assets in the eyes of Google and that they had the best anchor texts.

80+

Backlinks Built

59

Average Domain Rating

To rank the CBD gummies product page higher, we focused on anchor text keywords with “CBD Gummies”. You may notice some unrelated anchor keywords in the below screenshot. This is a consequence of competitors placing spam backlinks on the web. An expert SEO specialist should, at this point, begin disavowing links and indicating to Google that these are not reputable or relevant to your domain.

Anchor keywords for Naturecan’s CBD Gummies page

The “CBD Gummies” keyword is one of the most hotly contested keywords in the CBD space, so it’s no surprise that Naturecan is aggressively building links. As you can see, we started from 0 to over 600 links built!

Huge increase of referring domains to the CBD Gummies page

Content Writing

Below, you can see some examples of the backlinks we built for Naturecan.

Backlinks for 10% CBD Oil

40+

Backlinks Built

56

Average Domain Rating 

Compared to “CBD Gummies”, the “10% CBD Oil” keyword had lower competition and volume. Thus, with the quality of our backlinks, ranking it to position 1 on Google was relatively easy. 

Ranking position 1 is incredibly powerful in Google, as it means you are able to command 39.6% CTR of all search volume. 

Given that Naturecan now holds position 1, building backlinks prevents competitors from stealing the top spot. We’re able to be slightly more reactive, provided we track competitors and save Naturecan budget, which is better spent on CBD Gummies backlinks.

Naturecan’s CBD Oil page is ranking in position 1

Alphagreen’s Traffic Up 552% (Huge Recovery from Dec-20 Google Update!)

550%

Traffic increase

15,000

Organic keywords

#1

CBD marketplace

550% increase in organic traffic for alphagreen.io CBD marketplace

About Alphagreen

The Alphagreen Group own Alphagreen, the UK and Europe’s leading CBD marketplace. The Alphagreen Group is a house of brands which also includes NUOPTIMA.

The NUOPTIMA team worked to recover the traffic lost from the December 2020 Google Update by completely revamping the site to ensure it was feedbacking positive behavioural ranking factors to Google.

Alphagreen is the leading CBD marketplace

Team

Start Driving Revenue Growth Today

Schedule a free strategy call with one
of our SaaS experts.

  • Ask any questions
  • Learn best strategies for your business
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Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

Action Plan

After Google’s December 2020 update, Alphagreen saw a dramatic decrease in organic traffic. This was predominately due to Google prioritising Government / Education owned health authorities to appear for COVID-related keywords. Alphagreen managed to rank several COVID-related articles during the pandemic, which, when removed, caused a dramatic decrease. 

The goal for Alphagreen was to increase their organic traffic, which had CBD awareness. This is further in the funnel, focusing on brand, product, and category keywords. The advantage of tackling these keywords is their proximity to the transaction and revenue-generating events.

Technical SEO

There were several core changes NUOPTIMA made to Alphagreen’s backend. The first was a heavy focus on Core Web Vitals. Google announced they were increasing the relevancy of page speed and web vitals to their algorithm. So NUOPTIMA dedicated Magento Web Developers to focus on speeding up the entire website. 

To achieve this with a backend of Magento meant integrating a new front end, Hyva. This was a multi-month project which involved redesigning the entire website and optimising for page load. Alphagreen decreased its loading time from 10s+ to under 1s.

Results of Google Web Dev Performance report, showing 99/100 and all green scores. 

Additionally, all schema orgs were double-checked and updated to push as much information to Google SERP as possible to maximise real estate and click through rates. It was vital for Alphagreen to win as much traffic from competitor marketplaces as possible by presenting more compelling search results.

Example of multiple features being pushed to Google SERP 

1,600+

Referring domains

51

Domain rating

Alongside the Alphagreen team, we continue to build backlinks, resulting in over 1,600 unique referring domains pointing back to the CBD marketplace. 

Huge growth to 1,600+ unique domains linking back to Alphagreen as an authoritative site 

We were also able to focus anchor keywords and backlink placements to specific category pages where we felt there was an SEO opportunity that aligned with business goals. In turn, the anchors for CBD keywords increased during our work.

Content Writing

30,000+

Monthly words written

15,000+

Organic keywords

NUOPTIMA completely reworked Alphagreen’s blog section by moving it onto a WordPress site to improve page load and maximise SEO control. We specifically began introducing key on-site features to improve behavioural engagement factors. 

A sticky contents bar was the most obvious change to pages, including a host of other features.

Example of an Alphagreen blog layout 

It’s no surprise that during this time, we saw 5,000 to 15,000 organic keywords, including completely owning the “CBD lubricant” keyword within Google SERP. 

Increase of organic keywords to 15,000

Icy Bear Spends £12K on PPC to Generate £165K at 13X ROAS

1M

Impressions

£165K

Converted Sales

13X

ROAS

About Icy Bear

Icy Bear is a dental company specialising in teeth whitening products. It was founded by celebrity dentist Hannah Kinsella in 2020 and is fast becoming a popular UK brand. They have a range of teeth whitening products, including toothpaste, whitening strips, toothbrush and whitening gel kits.

The Icy Bear brand prides itself on being palm oil-free, SLS-free, and animal cruelty-free. All their products are also produced in the UK and adhere to strict dentistry guidelines. Top dental professionals exclusively work on product development and strive to keep the brand on the cutting edge of the market.

Team

Start Driving Revenue Growth Today

Schedule a free strategy call with one
of our SaaS experts.

  • Ask any questions
  • Learn best strategies for your business
  • Get a no-strings attached quote

Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

Icy Bear Team

Sara H.

E-commerce General Manager

Action Plan

When Icy Bear first approached us, they were searching for the fastest way to increase their online sales via their website. We started off with an organic SEO approach and then switched over to Google Ads campaigns to give them a push to help drive traffic and conversions.

We worked closely with Icy Bear to develop a tailored Google Ads campaign. There was a strong focus on keywords relevant to Icy Bear’s products, and we created engaging ad copy to entice potential customers. In addition, we provided guidance on how to optimise their website for search engines and online sales. This helped ensure that their site appeared high in SERPs when potential customers searched for teeth-whitening products.

Throughout the Google Ads campaign, there was a strong focus on delivering more sales while lowering CAC and increasing ROI. To achieve this, we had to closely monitor the ad performance, get creative with ad copy, and ensure the site was optimised for a simple purchasing experience.

Results

10X

Average ROI

63.7K

Clicks

4.63K

Conversions

The results from the Google Ads campaign showed PPC was the best option for Icy Bear to get fast converting sales and get ahead of their competitors. With export ad management, we achieved £165K in revenue with only £12K invested to ad spend. This equates to a phenomenal 13x ROAS – an impressive figure considering teeth whitening products have fierce competition.

Clicks and Conversions

  • There were 63.7k clicks during the campaign, of which 4.63k visitors converted into online sales.
  • The total revenue generated was £165k, which only cost Icy Bear £2.63 per conversion.

Performance Max Campaign

  • We created a campaign specifically to maximise conversion value which performed exceptionally with an average conversion rate of 9.59%.
  • The branded search campaign also provided some fantastic results, with 7,762 clicks and a conversion rate of 9.19%. 

Conclusion

The Google Ads campaign implemented for Icy Bear was an outstanding success. The campaign generated impressive results, with 1 million impressions and 63.7k clicks, demonstrating the high level of interest generated by the campaigns.

Most importantly, the campaign resulted in £165,000 in converted sales and generated an impressive 13x ROAS and an average ROI of 10x. This highlights the campaign’s effectiveness in generating revenue for Icy Bear and demonstrates the power of testing and refining Google Ad campaigns.

The success of the campaign was not only due to the expertise of our team but also to the close collaboration with Icy Bear. By working together, we were able to create a tailored campaign that targeted the right audience and delivered fantastic sales results.

Petcan, Insect Pet Food Startup, Gains 12,000 Keywords in 7 Months in 6 Unique Languages with only 25 Backlinks!

6

Unique languages

12,000

Organic keywords

5,300

Unique visitors 

Petcan was able to rank for 12,000 keywords in under 7 months with NUOPTIMA’s unique launch strategy 

About Petcan

Petcan is an innovative pet food-based startup using SEO as their main growth channel. The insect pet food industry is extremely small, so to quickly reach a critical audience level, the NUOPTIMA team decided to localise instantly. 

Petcan’s site is still growing even though we stopped writing content in January and built 25 backlinks to the site. This is a masterclass in how to gain topical authority quickly and cost-effectively.

Petcan’s blog was optimised for SEO

Team

Start Driving Revenue Growth Today

Schedule a free strategy call with one
of our SaaS experts.

  • Ask any questions
  • Learn best strategies for your business
  • Get a no-strings attached quote

Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

Action Plan

The plan for Petcan was to gain as much topical authority in the pet space as quickly as possible. We targeted low competition keywords across 6 different languages and leveraged our in house team of international writers to produce SEO-optimised pieces.

4

Months of writing

45,000

Monthly words written

17x

Traffic Growth

The project began in September 2021, and we stopped writing in January 2022 to give Google time to catch up with our ferocious publishing velocity. It quickly became apparent that we had serviced Google’s desire for high-quality content exceptionally well and, in the last 3 months, have seen the site grow 1,700% without a single extra word of content. 

Petcan has seen a 17x in traffic since we stopped writing content

To make sure Google correctly indexed our site, it had to be set up for multi-language. To set up a site for multiple languages correctly includes: 

  • Hreflang tags
  • Localised meta tags
  • Ensuring zero duplicates from the main language
  • Google search console configuration for each language
  • Localised keyword and content research for each geography

You can see some example blog pieces we wrote in the pet niche below.

25/01/2022

Benefits of CBD for Horses

Backlinks

25

Backlinks

We aimed to target low competition words, which meant we only needed a small number of backlinks to kick start the domain. After placing the initial backlinks, we paused publishing to allow Google to index the site. 

When Petcan is ready to target more competitive keywords, building localised backlinks in relevant geographical locations will be imperative. This will further cement its place as an authority in the eyes of Google.  

Interestingly, even though NUOPTIMA only placed 25 backlinks, Petcan now has 82 referring domains. This is because publishers have naturally linked to Petcan as they view it as an authority. That’s 57 free backlinks because the content quality is so high!

Petcan has acquired 57 backlinks for free because of the high written content quality

Generating 36% of FUL’s eCom Revenue from Email Marketing

36%

Email marketing revenue

8

Email flows

6

Monthly campaigns

About FUL

FUL is the newest brand to hit the scene which aims to revolutionise consumer goods created with microalgae. Founders Sara, Christina and Julia discovered an amazing niche in the spirulina beverage market. 

FUL were generating amazing top funnel traffic from SEO. However, they needed help capturing leads and converting their subscriber lists into repeat customers. Their brand book was very specific, so it was important our design team were able to accurately continue the messaging and style throughout the email experience. 

Sign Up Forms

FUL’s sign up forms, before working with NUOPTIMA, were converting at 0.9%. Their designs were weak, unoptimised for mobile and desktop, and were generic across the whole website. In other words, the sign up forms were always showing the same offer, with the same copy. This ignores one of the biggest tenets of marketing, to show the right message, to the right consumer at the right time.

Growing an engaged list is incredibly important. It acts as a top funnel to all your email marketing and is highly correlated with revenue. 

Strategy 

We leveraged four different types of sign up forms which were largely segmented on the type of page the user landed on, either /blog/ or not /blog/ 

  • 15% off first purchase with generic messaging
  • 15% off first purchase with contextual messaging to landing page
  • 15% off with exit intent
  • Push to Product Page 

Most brands only have two to four pop ups live at a time, typical accounts that NUOPTIMA manage can have in excess of 20.

A/B Testing Blog Traffic Sign Ups

Our first step was to analyse FUL’s search traffic. It was clear they were driving huge amounts of traffic from the blog page which was very informational intent based. These customers were not ready to buy, they were in information gathering mode. So, instead of only presenting the top funnel visitors with a bottom funnel offer (15% off first purchase), we moved our messaging to match the expectations of the consumer. 

For example, we ran an A/B test to show that trying to capture an email off one of FUL’s best performing blog pages is a poor offer. Instead, by encouraging the user to visit the product page and move further down the funnel we’re more likely to generate revenue. 

You can see an example of a contextualized Push to Product Page pop up below. 

Automations & Flows

9

Email Flows

We set up 9 key Automations & Flows for FUL to ensure they sent the right message, to the right person, at the right time, at scale.

Name Purpose
Welcome SeriesConvert users who have given their email but not purchased
Browse AbandonmentEncourage users who browsed the product page, but didn’t add to cart, to revisit the product page and complete checkout
Cart AbandonmentEncourage users who added to cart, but didn’t complete checkout to visit and complete checkout
Checkout AbandonmentEncourage users who started checkout to now complete checkout
Instant UpsellAsk a user who has just placed order to add an additional item to their order before delivery goes out
ReplenishmentEncourage a user after 30 days to restock up on their previous order
WinbackEncourage a user who has not placed order for 60 days to now place an order
SunsetTo give users who have not engaged with your brand in 180 days to either stay on your email list or unsubscribe 
VIP FlowTo gain brand affinity and loyalty with your most loyal customers by offering them a free gift

In this case study, we’ll show three examples of Automations & Flows. 

Pre Purchase: Welcome Series

The Welcome Series is the third highest generating flow for FUL. Every new subscriber that has yet to place an order, goes through this sequence of 5 key emails. Because of how high this flow is in the funnel, it is also the one that has the most recipients passing through and therefore we collect the most amount of data. 

The purpose of a Welcome Series is to introduce a potential customer to your brand. It’s a chance to display your brand values, distinguish yourself from the competition by highlighting your key features and benefits, and to overcome any shopping objections. 

Video Walkthrough

Click on each image to see the complete email design

Pre Purchase: Checkout Abandonment

On average for ecommerce stores, over 50% of checkouts are abandoned. This was even higher for FUL due to high shipping costs that were presented later in the funnel to the consumer. To alleviate this we first introduced shipping information on the product pages, higher in the funnel. Secondly, we recovered just over 10% more carts by simply sending a timely 3 email flow.

This pre-purchase flow works so well because of the evocative imagery and the eventual discount which converts any last minute objection buyers. 

Click on each image to see the complete email design

Post Purchase: VIP Series

15% of FUL’s most loyal subscribers have a lifetime value that is 2x their normal customers and drive 50% of the brands revenue. After analysing these metrics we created a custom VIP flow to develop FUL’s relationship further with these customers through a free apparel gift. The goal is to further increase the lifetime value of these customers 

Click on each image to see the complete email design

Campaigns 

30+

Recipient Segments

Campaigns for FUL are used to either align with holiday events, increase brand affinity or promote special offers. All three allowed us to generate huge revenues for FUL through their subscribed list. We’ve also used campaigns for FUL to understand customer pricing sensitivity and collect more data on consumers to further inform brand development. 

Segmentation

We’ve created over 30+ segments for FUL to ensure our campaigns were personalised and sent to the right recipients. By doing this we decreased unsubscribe rates and increased conversion rates. 

Our general segmentation for generic newsletter sends range from 

  • Newsletter Subscriber
  • Engaged in Last 180 Days
  • Engaged in Last 120 Days
  • Engaged in Last 90 Days

This allows us to bring in subscribers that stopped opening our emails without spamming their inboxes. 

Irresistible Offer Campaign

We ran an irresistible offer campaign for FUL to convert non purchasers to first time purchasers. We had hypotheses around why a subscriber was not converting, the main one being the price of the product. Usually we try to avoid discounting, but given the pricing of FUL versus competitors, pricing sensitivity was an important lever to test. 

We were able to convert 20+ new customers with an introductory offer with specific email targeting. 

Blog Post Campaign

Not all campaigns should be discount led. A large amount of FUL’s subscribers originate from SEO traffic, hence we decided to run blog email campaigns.

Blog email campaigns are extremely simple, they involve piquing curiosity and sending the consumer back to educational messaging. 

Inside the blog pages we had crafted natural contextual call to actions to encourage a purchase post click, which resulted in $568 of revenue, without pushing the sale. 

Blog Post Campaign Email Gallery

Click on each image to see the complete email design

Team

FUL Team

Julia Streuli

Co-Founder and CEO

Sara Guaglio

Co-Founder

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Alexej
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CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

Devotion Dresses, eCom brand, Increase Organic Traffic 10x With 10k Organic Keywords in 9 Months

10x

Traffic increase

5,000

Organic traffic

20,000

Organic keywords

Devotion Dresses experiences a massive 10x growth for high converting landing pages

About Devotion Dresses

Devotion Dresses is a premium wedding dress ecommerce store. As a high AOV store they have huge potential for growth but must find profitable growth channels for growth. 

The Devotion Dresses team approached NUOPTIMA as they were not seeing any sales from SEO, even though they knew it was likely a profitable channel. NUOPTIMA has worked on hundreds of eCommerce sites, so there were clear in-house strategies that we could execute on to bring top, middle and bottom funnel traffic directly to the site.

Devotion Dresses is a luxury wedding dress eCommerce site with an SEO first strategy 

Team

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  • Ask any questions
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Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

Action Plan

From the outset it was clear the site was both poorly structured and was suboptimal for tens to hundreds of technical SEO factors including site speed. The NUOPTIMA plan was clear, restructure the site, improve category pages to bring in more middle funnel traffic and increase topical authority via relevant informational blog pages. We also made some quick fixes including rebuilding the URL structure and successfully submitting sitemap, which historically had failed. 

42

Category pages

Our initial keyword research indicated a huge opportunity of middle to long-tail wedding dress related keywords, as seen in the screenshot below.

There are 40+ long tail high converting keywords in the wedding dress niche which we targeted to create converting landing pages

There is incredible attractive search volume for seasonal, style and design modified “wedding dress” keywords. An analysis of the SERP indicated that this was consideration traffic. In other words, the consumer was debating whether this was an appropriate dress style, and comparing the options within the category.

Given the huge SKU range offered by Devotion Dresses, we created 42 category pages, targeting the wedding dress collections which offered the best SEO potential and were in catalog. Every category page was accompanied with unique meta text, and unique on page content to increase the likelihood of ranking. 

We adapted their Navigation bar to improve linkability and quickly saw a jump in organic traffic.

Newly created landing pages were published inside the navigation bar for indexability and ease of access for consumers

Content Writing

100+

Blog pages

Before writing blog articles, we created a WordPress blog on devotiondresses.com/blog. WordPress is easier to control, developers are more widely available and technical optimisations are easier. 

Once the WordPress blog was set up, we ran our Keyword Clustering strategy to identify target content pieces.

Our topical authority keyword clustering strategy shot Devotion Dresses up the rankings

The goal was to increase traffic to the site from users who fit the ideal customer persona. The ideal customer persona were women who were considering / about to get married. They should be early in their decision making process.

Example Content 

127% Increase Email Revenue Month on Month with 12 email flows

127%

Increase Email Revenue

6%

Conversion segmented Welcome Series

12

Email flows

About Alphagreen

Alphagreen is an e-commerce that is the result of a love for health and wellbeing merged with a passion for technology and innovation. Founders Alexej and Viktor realised there was a gap in the market for trustworthy and effective CBD products that go beyond oil and vapes and there the seed for Alphagreen was planted.

One of the challenges within the CBD market is, as a relatively new product to the market the audience needs to be educated and guided to find what is right for them. So qualifying and segmenting their email database was key to sending the right message at the right time. And testing would be paramount.

Full-Funnel Flow Success

We knew that one of the keys to success for Alphagreen would be implementing flows to support their shoppers throughout the entire funnel, demonstrating their authority in the space through content. Most ecommerce businesses using email marketing will have your classic flows: Welcome Series, Abandoned Cart, and Order Thank You. These are a great place to start, but as you begin to understand and gather more information there are a few others that we found can dramatically increase the success of your email marketing.   

Strategy

To ensure we empowered Alphagreen’s subscribers and customers every step of the way we created multiple flows for pre-purchase and post-purchase along with monthly segmented sales campaigns.

  • Pre-purchase flows: Welcome Series, Starter Quiz, Abandoned Browse, Abandoned Cart, Abandoned Checkout
  • Post-purchase: Thank you Instant Upsell, Product Specific How To, Replenishment, Customer Winback
  • Monthly segmented sales emails to highly engaged lists
Pre Purchase
Welcome SeriesConvert users who have given their email but not purchased
Starter QuizConvert users who have taken a product recommendation quiz but have not purchased
Abandoned BrowseEncourage users who browsed the product page, but didn’t add to cart, to revisit the product page and complete checkout
Abandoned CartEncourage users who added to cart, but didn’t complete checkout to visit and complete checkout
Abandoned CheckoutEncourage users who started checkout to now complete checkout
Post Purchase
Instant UpsellAsk a user who has just placed order to add an additional item to their order before delivery goes out
Thank You Thank the customer and after an amount of time ask for a review.
Product Specific How ToEducate a user on how to have the best results on a product and continue to reorder
Retention
ReplenishmentEncourage a user after 30 days to restock up on their previous order.
Customer WinbackEncourage a user who has not placed an order for 60 days to now place an order.
SunsetTo give users who have not engaged with your brand in 180 days to either stay on your email list or unsubscribe.

Implementing five new flows that focused heavily on sales we did not want to oversaturate their audience with promotions and lessen the value of their products. Throwing sales at the shoppers was not the right answer. So we incorporated discounts that were timed, to build a sense of urgency, and would be offered in email two. By keeping the first email in these flows more product education and social proof oriented, we gave the shopper the chance to have their questions—or doubts—answered.  

Pre Purchase Flows

The Pre Purchase flows focused on the top and middle of the funnel. We first optimised Alphagreen’s preexisting flows to incorporate new brand aesthetic and messaging. Then implemented in the new Abandoned Browse and Checkout with streamlined design. 

  • Welcome Series & Starter Quiz Series
  • Abandoned Browse: 10% Off for 24 hours
  • Abandoned Cart: 10% Off for 24 hours
  • Abandoned Checkout: 15% Off for 24 hours

The Welcome Series is a staple for any company investing in email marketing, this is the first touchpoint for many shoppers who are looking to learn more (or get a nice discount). At this point they are in the Awareness stage. Here we wanted to focus on educating and building trust with the audience. We get into more detail on the performance further in the case study.

Then as they move into the consideration phase of the funnel we send them into the varying Abandoned flows. Being sure to cover all the differing abandon scenarios we had an average of 50.5% Open Rate across the three abandoned shopping flows, with a 2.6% conversion. 

Video Walkthrough

Post Purchase Flows

Getting shoppers to make a purchase is just a piece of the puzzle. Alphagreen struggles, as many marketplaces do, with retaining customers who once finding a product they like will likely head straight to the source. 

We decided to entice shoppers right away to make another purchase with 25% off when they first ordered. This resulted in a 70% Open Rate with a 1.8% reorder rate within 24 hours of purchasing. 

The Post Purchase Email Flows:

  • Instant Upsell [Email and SMS]
  • Customer Thank You
  • Replenishment 
  • Winback

Sales Campaigns 

With 2000+ products across Alphagreen’s catalogue segmentation is necessary for successful brand or product sales. Nuoptima created 5+ segments per customer pain point, based on previous brand or product purchases. These were used to test differing offers from money off to free gifting to help inform future sale period sales such as Black Friday.     

Segmentation

In order to increase conversion on Alphagreen’s Sales emails we created 20+ segments around buying behaviour, shopping behaviour, and engagement. This was able to pinpoint the right message and offer to the right customer. 

Some of the higher converting segments were:

  • Engaged last 120 days
  • Purchased Specific Brand 
  • Window Shoppers
  • VIP Customers

Segmented 2-Step Signup & Welcome Series 

Alphagreen had already deployed signup forms in English promoting their welcome series discount of 10% off which had a 5.6% order rate across two generalised emails. In order to increase this, Nuoptima knew that this audience needed guidance and we would need to understand why shoppers were there, to ultimately send the right message and products.   

Strategy

We created localised signup forms optimised for mobile and desktop with a multiple choice question to better segment our database. Then these subscribers would 

  • Self-segmentation with “Why are you shopping?” question
  • Sign-up forms in the local language for English, Spanish, French, Italian, German, and Japanese
  • 10% Off welcome discount offer 
  • Welcome Series segmented by shopping type 

Localised Sign-up Forms

In a new category shoppers need to feel reinforced throughout the entire process. By translating and serving shoppers with messaging in their native language it helps to increase form conversion across different markets.

With new signup forms deployed we saw an average list size increase of 6% month over month. Prior Alphagreen was seeing around 2-3% increase month on month.

Welcome Series by Product Category

In order to engage subscribers past email one we used the 2-step questionnaire on the new sign-up forms to segment and customise emails by why they were shopping. In Alphagreen’s original general Welcome Series they were seeing conversion on email one but losing engagement and conversion as subscribers continued through the flow. 

Using this shopper segmentation we created a five email flow, three of which were unique to that subscribers pain point. We wanted every email to feel personal and reinforce to the reader that we are here to support them, opting to have all the emails send from Rob at Alphagreen, their Head of XX, to build a personal connection. We also redesigned their emails, elevating and matching the experience they were getting on the website. 

Video Walkthrough

Team

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Alexej
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CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

GlycanAge Grows Traffic 1,364% Using PubMed-Style Content

1,364%

Traffic Increase

1,600%

Organic Keyword Increase

No.1

Biological Age Test

About GlycanAge

GlycanAge is a unique business offering biological age testing, assessments and consultation. The goal of biological testing is to reveal your ageing clock according to science. Your real age might not be a true reflection of your physical condition, for better or for worse. Gaining an accurate depiction of your biological age helps you understand what lifestyle improvements or changes you need to implement to live a longer, healthier and better life.

To articulate GlycanAge’s offering, it’s best to explain the process in stages:

  1. Customers purchase the biological age testing kit on the GlycanAge website and it is sent in the post to their homes.
  2. Customers conduct a finger prick test following instructions (GlycanAge offer instructions in written or video format), and then the sample is sent back by the customer to GlycanAge for extensive biological testing.
  3. After 3-5 weeks, customers can view the results on the GlycanAge website. This will include a variety of biological metrics, but most compellingly, GlycanAge will define your biological age which customers can compare against their real age.
  4. Once you have reviewed your results, you can then book a complimentary consultation with GlycanAge care team. During this consultation, an expert will offer health and wellness guidance that will help you reduce your biological age. 

To help increase the awareness of GlycanAge’s product offering, the team engaged in many marketing activities. With aspirations to accelerate growth organically, they came to NUOPTIMA for our SEO services.

GlycanAge went for the basic package which includes 16,000 words of content, 3 high authoritative backlinks and technical SEO support.

Team

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Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

GlycanAge Team

Nikolina Lauc

CEO & Co-Founder

Marina Martinić Kavur

Head Of Research & Development

Filip Lauc

CTO

Action Plan

The main focus of our strategy was to produce informative, scientifically-backed content. The goal here wasn’t just to increase traffic metrics – we wanted to establish GlycanAge as an authority in the biotechnology niche and a source of trustworthy information. As biological age testing is a relatively unknown service to the layperson, we knew increasing organic traffic wouldn’t be enough to convert visitors into paying customers. Our content needed to educate the reader on the correlation between a lower biological age and living a healthy, long and prosperous life –  and we needed to do so with scientific evidence.

Alongside our content strategy, we would produce a technical audit of GlycanAge’s website before we published content to avoid issues with Google crawling and indexing pages. We would also provide 3 monthly backlinks of high authority and relevancy in the biotechnology niche.

Challenges

Our goals working with GlycanAge were clear – spread brand awareness and generate more customers. The strategy to achieve this was simple – produce informative content that ranks highly across high search volume and bottom-funnel keywords. But in practice, this was going to be a difficult project, due to a few obstacles:

  • Content Standards 
    As GlycanAge’s unique selling point relates to being scientifically efficacious and proven, the content we produced had to meet the standards of a PubMed research paper. If we published content with misinformation, GlycanAge would be heavily penalised by Google, which could result in unrecoverable damage.
  •  Meeting monthly word count 
    Delivering 10,000 words of content for a client usually isn’t a difficult task for us. But because of the extensive research, referencing and high standards that we needed to adhere to, we understood there could be time constraints if our first round of drafts weren’t up to scratch.
  • Site Redesign
    At the start of our work together, GlycanAge informed us they had a site redesign in the works. When the team was ready to implement, we needed to ensure a smooth transition of content and correct technical implementation to avoid losing progress.

Keyword Research 

Our strategy for research was to rank for bottom-funnel keywords that merged consumer spending and deep science. Using this methodology meant we could write about scientific topics to a high standard and build authority in the biotechnology niche, but also rank highly for keywords that would generate GlycanAge revenue.

Keywords in our final list included ‘biological age test’, ‘biological age vs chronological age’, ‘biological age blood test’, ‘best biological age test’ and ‘inner age test’, to name a few.

In preparation for GlycanAge new product – a menopausal testing kit – we repeated the same exercise. Keywords included ‘fsh test for menopause’, ‘how long does perimenopause last’ and ‘what fsh level indicates menopause’.

Content Creation SOPs

As mentioned, GlycanAge’s biggest hurdle for growth in the SEO channel was content creation. Thanks to our efforts in hiring a large, multidisciplinary team, we had the editors and content writers with a background in science to produce content in a scientific literature style at scale. To leverage their skills and knowledge efficiently, we created standard operating procedures for editing, referencing and research.

Research

We always research extensively before producing content for any of our clients, but for GlycanAge’s campaign, we needed to set boundaries. If articles contained false information that wasn’t based on scientific literature, we ran the risk of being penalised by Google. But more concerningly, if we misinformed website visitors with false medical claims, it could have a detrimental impact on their health and wellness.

Our first preventative measure was prohibiting content writers from using Google search due to the risks of promoting misinformation in articles. Instead, when writers were producing content related to scientific discovery or findings, we asked them to use Google Scholar or source information directly from a trustworthy scientific journal. This way we could ensure any claims were based on empirical evidence and not hearsay. 

But even if we were using scientific evidence to base our claims, we needed to be balanced in our approach. If we used scientific papers that fitted our agenda we would be biased, or if we based claims on outdated and disproven research, our content wouldn’t be credible. Thus, writers were informed to include only up-to-date research that conflicted in ideas and results, even if it didn’t support GlycanAge’s methods and product offering.

Referencing

If the premise for any article was related to scientific discovery or findings, we employed a numbered referenced system, formerly known as ‘Vancouver Style’. By using a referencing system as you would see within a published paper, we were validating for readers and Google that GlycanAge’s content was based on empirical evidence.

The below series of screenshots from one of GlycanAge’s published articles exhibits the structure of the referencing system. Any scientific-based claim was numbered – each number refers back to the associated published paper in our bibliography section, so readers have full visibility from what source we were basing our information. If we start discussing a scientific study pertinent to the article, we name the author at the start of the sentence. We also occasionally used images to visually exhibit biological processes where possible, which were referenced in the text where relevant.

Editing

Our lead editor assigned to this project had a degree in biochemistry. Having an editor that had achieved a degree in the same field provided an expert level of scrutiny before articles were published. Additionally, we made sure that each writer assigned to the project had some experience in scientific writing. This alleviated strain on the editing process as writers were more likely to produce content up-to-standard on the first draft.

While we brought together a qualified team for the job, we still needed to implement a rigorous editing procedure to ensure content standards were met. We broke it down into 5 stages:

  1. Writers send their first draft to the lead editor for comments 
  2. Writers amend comments and the 2nd draft is sent to the lead editor
  3. At this point, articles will likely be ready for publishing, but the lead editor will review articles again and provide minor comments if needed
  4. Final drafts are sent to the GlycanAge team for review to ensure articles met expectations. If comments are provided, articles are sent back to the writers for one last edit
  5. Once we have the all-clear from GlycanAge, we publish articles on the website

Content For Product Launch 

GlycanAge informed us they were releasing a menopausal testing kit in early 2023. To grow their audience within this sub-niche, we added menopausal-related articles to our content plan and published them in advance of the launch. This provided enough time for GlycanAge to build topical authority and for pages to be indexed and ranked by Google. It’s important to be forward-thinking with your SEO strategy, as it can take as long as 3 months for content to start generating traffic.  

Site Redesign 

Redesigning a website can be dangerous from an SEO perspective. If the transition to the new design isn’t correctly implemented from a technical standpoint, you could risk losing positions, traffic and ultimately, revenue. 

We provided GlycanAge’s dev team detailed instructions to ensure a smooth transition. We structured our instructions with do’s and don’ts – to summarise in short:

Do’s

  • Every web page on the old design must have a new version on the new design 
  • Every URL on the old design should be the same on the new design or have a 301 direct to the new URL
  • Every web page should contain the same title, description and content 
  • Meta tags, titles and descriptions should remain the same 

Don’ts

  • Old URL’s have 404 errors
  • Mixing up content so the URLs have different content from the old design
  • Changing meta information 
  • Changing or adding anything new to URLs – even adding a / will result in Google thinking it’s a new page

Results 

1,364%

Traffic Increase

1,600%

Organic Keyword Increase

In 7 months of working with GlycanAge, they have significantly increased all SEO metrics associated with their website. And results are forecasted to exponentially increase again soon. GlycanAge has increased its organic keyword count in +11 positions massively, which means once more topical authority is built, we expect numerous keyword positions to break into the first page on Google, which will likely result in a huge spike in traffic.

Below is a breakdown of what we have accomplished so far.

Organic Traffic

  • Organic traffic increased by 1,364%

Organic Keywords

  • Position 1-3 organic keywords increased by 350%
  • Position 4-10 organic keywords increased by 1,600%
  • Position 11+ organic keywords increased by 771%

Referring Domains

  • Referring domains increased by 66%

New Positions For Bottom-Funnel Keywords

  • We started ranking for variety of bottom-funnel keywords relevant to the biological age test, and GlycanAge’s new product, menopausal testing
KeywordNew PositionTraffic 
Biological age test uk1200
Biological age test3200
Biological age vs chronological age1200
Biological age blood test350
Test for biological age670
Biological age testing590
Biological age test kit6100
Test biological age650
How long does perimenopause last11,300
How do you know when perimenopause is coming to an end130
Body age testing 3100
Signs perimenopause is ending13,600
late perimenopause symptoms660

Conclusions

Over time, Google’s algorithm has become more sophisticated. It can detect and penalise websites in the health and wellness category that are circulating misinformation or a biased agenda. As GlycanAge’s product offering is intrinsic to science and health, we identified our SEO campaign was at high risk of failing if we didn’t adapt and take necessary precautions within our content strategy.

We mitigated these risks by assigning content writers and editors with a background in science and employing compatible standard operating procedures in researching, writing, referencing and editing. Harmonising these preventative measures with a high standard of scientific writing and a well-thought-out content plan, allowed us to gain positions across a variety of high-search volume and bottom-funnel keywords, increasing traffic significantly.

Now we have consolidated a strategy that works, GlycanAge’s website is poised to grow exponentially in 2023. Organic keywords in positions +11 have grown 771%, which tells us that once we gain more topical authority, more and more of these keyword positions will move onto the first page on Google. That being said, we fully expect to be updating this case study soon with new, impressive results!

Hex Performance – Sports Laundry Detergent – Amazon PPC Campaign Results in Six Figure Sales in Just 8 Months

Seven Figures

Combined PPC and Organic Revenue

15k+

PPC Product Orders

32.2m

Amazon PPC Impressions

About Hex Performance

Hex Performance is an awesome company that’s changing the game when it comes to cleaning and laundry care products. They’re all about delivering top-notch cleaning power while keeping things eco-friendly. Founded in 2012, these guys have made a name for themselves by shaking up the traditional detergent scene and making it better.

The team at Hex Performance knows that regular detergents just don’t cut it. They leave behind residue, create build-up, and can’t handle tough stains and odours. Hex Performance has developed fantastic formulas that give you mind-blowing results without harming the planet.

The secret sauce behind Hex Performance’s success is their special tech called Hex Molecule. This genius invention works at the teeny-tiny molecular level to dive deep into your fabrics, kick out stains, and make odours disappear. Say goodbye to grime and hello to fresh, clean clothes that look and smell amazing!

And get this. You can find Hex Performance products on Amazon. So, whether you need to tackle sweat, dirt, oils, or bacteria, their lineup has got you covered. Best of all, their detergents are safe for you and Mother Earth because they ditch all the nasty stuff like harsh chemicals and optical brighteners.

Hex Performance is rocking the cleaning world with their effective, eco-friendly solutions. Get ready to level up your laundry game with these awesome products!

Team

Start Driving Revenue Growth Today

Schedule a free strategy call with one
of our SaaS experts.

  • Ask any questions
  • Learn best strategies for your business
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Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

Hex Performance Team

Christine Lunongo

Head of Marketing

Action Plan

Hex Performance approached us to help them with PPC advertising for their Amazon store. With our deep expertise and proven track record in maximising PPC campaigns, we were a great partner to help Hex Performance achieve their business goals.

One main reason Hex Performance sought out assistance was to supercharge their visibility and reach on Amazon. As a growing company, Hex Performance understood the importance of standing out in a crowded marketplace. Our knowledge of Amazon’s advertising platform and ability to optimise PPC campaigns meant that Hex Performance could gain a competitive edge and increase their chances of being discovered by more customers.

NUOPTIMA’s expertise in PPC also helped Hex Performance make the most of their advertising budget. With precise targeting, strategic bidding strategies, and continuous campaign optimisation, we were able to maximise the ROI for Hex Performance. This meant that every dollar spent on advertising had the potential to generate more sales and drive business growth.

Our data-driven approach also allowed Hex Performance to gain valuable insights into consumer behaviour, keyword performance, and market trends. This information proved invaluable for refining Hex Performance’s overall marketing strategy and making informed decisions to drive future growth.

By partnering with NUOPTIMA for their Amazon PPC needs, Hex Performance unlocked a powerful tool for boosting their brand visibility, increasing sales, and optimising their advertising budget. Together, we formed a winning combination that propelled the company’s success on Amazon’s competitive marketplace.

Customer Review

Keyword Bidding and Organic Approach

In an effort to boost sales on Amazon, we implemented a strategy of increasing the aggressiveness of keyword bidding. However, upon analysis, we discovered that this approach didn’t lead to a significant increase in order volume. Instead, we observed that the increased PPC spending appeared to cannibalise their organic keyword performance. 

Recognising the need for a more sustainable long-term solution, we shifted Hex Performance’s focus towards improving organic impressions and positions. They soon understood that achieving better visibility in organic search results would have a more impactful and enduring effect on sales.

By prioritising organic keyword optimisation, we aimed to increase Hex Performance’s brand visibility to a broader Amazon audience without solely relying on paid advertising. Enhancing their organic search rankings would drive more traffic to their listings and foster stronger customer trust and loyalty.

This strategic shift in focus demonstrates the commitment to pursuing sustainable growth on the Amazon platform. By balancing PPC efforts with a focus on organic impressions and positions, we aimed to achieve a more holistic and effective sales strategy for long-term success.

Amazon ad spend fluctuation throughout the campaign period.

Special Offers

We implemented various Amazon deals to help attract customers and drive sales. We utilised different tactics, including adding coupons and running lightning deals. These strategies aimed to offer enticing discounts and incentives to shoppers, ultimately increasing the likelihood of conversions.

By adding coupons, Hex Performance customers were able to save money on selected products. These digital coupons could be applied at checkout, giving buyers an instant price reduction and encouraging them to make a purchase on Amazon.

Additionally, we took advantage of Amazon lightning deals. These time-limited promotions offered significant discounts on select products for a short period. We strategically scheduled lightning deals in February to create a sense of urgency and drive customer engagement during that time frame.

These Amazon deals allowed Hex Performance to effectively capture the attention of potential customers and incentivise them to choose their products over competitors. By combining coupons and lightning deals, we created an attractive value proposition that enticed shoppers to make a purchase within the specified promotional period.

Results

6x

ROAS

Six Figures

PPC Sales Generated

17%

ACOS

Hex Performance achieved some outstanding results during their 32-week contract with NUOPTIMA. They experienced a remarkable 6x ROAS, generating six figure PPC sales and achieving an improved 17% ACOS.

Ad Spend vs Total Sales

  • Hex Performance ran Amazon PPC ads over a 32-week period which resulted in six figure PPC sales.

PPC Ad Sales

  • The sales generated during the Amazon PPC campaign fluctuated due to issues with stock availability.
  • Hex Performance still produced some impressive sales figures, with the highlight being week 20, when we sold five figures worth of products in 7 days via Amazon ads.
  • Sales then took a drop following the unavailability of stock, which resulted in the PPC being switched off to not waste spend.

Organic Sales

  • As ad spend of this value is not always possible, we assisted with an organic marketing strategy to ensure continued sales and an improved 6x ROAS.
  • Total organic sales for the 32-week contract hit six figures.

Total Sales Minus PPC Spend

  • The total Amazon sales for PPC and organic for the entire contract period were seven figures.

Conclusion

Our partnership with Hex Performance in managing their PPC ads on Amazon has yielded impressive results. Hex Performance’s decision to seek the expertise of the NUOPTIMA team has proven to be a game-changer for their business.

One of the standout achievements is the remarkable 6x ROAS that Hex Performance experienced by the end of the 8-month contract. This outstanding result demonstrates the effectiveness of NUOPTIMA’s strategic approach in driving sales and maximising the impact of every advertising dollar spent. Hex Performance’s investment in PPC has paid off, generating six figures in PPC sales. This substantial revenue boost validates the campaign’s success and highlights the potential of PPC advertising on Amazon as a powerful sales driver.

Another key metric that showcases the effectiveness of NUOPTIMA’s efforts is the 17% ACOS. The reduced ACOS of 17% from the 46% mid-campaign point signifies the optimisation and efficiency achieved by targeting the right audience, refining bidding strategies, and continually optimising the PPC campaigns.

These impressive results highlight the tangible benefits that come with partnering with specialised marketing agencies. Hex Performance has achieved not only remarkable sales growth but also gained valuable insights into consumer behaviour and market trends.

Overall, Hex Performance’s Amazon PPC ads have proven to be a great success, leading to substantial revenue growth, a remarkable ROAS, and a highly efficient advertising cost of sales. We also managed to reduce their ad spend and help boost their organic sales, setting the stage for continued success and growth in the future. Working with our marketing and growth team undoubtedly positioned Hex Performance as a dominant player in the competitive Amazon marketplace.

From Launch to Black Friday, 260% Increase MoM Email Revenue with 4.5% SMS Conversion.

9

Email Flows

112%

List growth Month on Month

Unique

UGC Email Flow

About Yawns

Yawns exists to improve your health and wellbeing. We spend more time sleeping than any other activity, which is why it is their first and foremost focus. The Yawns team are believers in the power of good rest, balance and real organic ingredients. Nature offers us powerful tools to sleep well, perform better and achieve anything we set our minds to. With a dash of science, they have composed the perfect range of supplements to help you sleep better and unleash your potential.

Launch Subscriber List Growth 

Nuoptima was brought in to help launch Yawns as a new brand in the supplement space, one of the more competitive niches. One of the key pieces to launching Yawns was creating a successful and scalable acquisition plan.

The Strategy

In order to push signups across all aspects of the shoppers journey we implemented three different acquisition methods. This ensures that any shoppers that show even the slightest interest will receive a message reminding them of all the great deals they can get by simply signing up. The forms we created are as follows:   

  • 2-step signup forms with 10% Welcome Discount
  • Product quiz
  • Exit-intent pop-up 

The main signup form on Yawn’s site starts with your standard welcome offer—10% off—with the second step offering additional discounts when you submit a phone number for SMS marketing. SMS proved to be relatively successful for Yawns where we typically see varying success for many brands. Subscribers who entered their phone number received a mixture of email and SMS messages across a 2 week period, this diversification of channels yielded a 5% conversion across SMS.

Creating these signup forms we knew that driving traffic with actual intent to buy—even if it was down the road—would be key to driving returning revenue. 

Welcome Series Video Walkthrough

Post-Purchase Messaging to build an engaged community

For Yawns, Nuoptima implemented 8 total email flows, five pre-purchase and four post-purchase.   

Welcome SeriesConvert users who have given their email but not purchased
Welcome QuizConvert users who have taken a product recommendation quiz but have not purchased
Abandoned BrowseEncourage users who browsed the product page, but didn’t add to cart, to revisit the product page and complete checkout
Abandoned CartEncourage users who added to cart, but didn’t complete checkout to visit and complete checkout
Abandoned CheckoutEncourage users who started checkout to now complete checkout
Instant UpsellAsk a user who has just placed order to add an additional item to their order before delivery goes out
User Generated ContentEncourage a user after order fulfillment to share content around the product for varying levels of discount.
Replenishment Product 1Encourage a user after 30 days to restock up on their previous order.
Replenishment Product 2Encourage a user after 30 days to restock up on their previous order.

The User Generated Content Flow

Yawns is a very social first brand with a focus on user generated content (UGC), what better way to collect content like this than by asking customers. We created sleek designs showcasing past UGC content with a scaffolded monetary offer for anyone who submitted a photo or video. Customers could submit a photo, video, or review for differing discount amounts. This flow saw a 61% open rate with an 10% response rate. This content was able to support Yawn’s social feed and also be of use across future email campaigns to show much needed social proof. 

The Instant Upsell

Unlike some of the other Instant Upsell flows that Nuoptima has implemented for brands, these emails are to cross-sell a specific product. Yawns offers supplements for Day and Night which makes it simple to craft messaging pushing their complimentary products. For customers purchasing one without the other they received a segmented email offering a discount on the other item. For those who had decided to bundle the products and save they received a general offer for their next order

With discounts for their second product of up to 30% off we were able to hit on average a 7.68% conversion on these emails with a 55% open rate. 

  • Image Gallery Yawns Post Purchase Emails:

Post Purchase Flow Email Gallery 

Bundle, subscriber and save 

As supplements are a daily product that build in your system, for the best results users should take them regularly. Knowing this we recommended Yawns to create bundles and a subscription option for shoppers.

Team

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Alexej
Pikovsky

CEO & Founder

Aman
Ghataura

Head of Growth

George
Ilic

Head of Clients

Adrijana
Palatinus

SEO Lead

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