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Case study

B2B / D2C e-commerce

A corporate gifting store with technical SEO problems, a content strategy that wasn't working, and tracking issues.

At a glance

  • +46% B2B leads
  • +17% E-commerce sales
  • +22% Transactional traffic
  • +124% Informational traffic

Evidence

1 / 4

Fig. 1 Revenue from the D2C channel.
Fig. 2 Number of users before and after the tracking rebuild.
Fig. 3 Year-over-year B2B leads: +46%
Fig. 4 B2B leads: 372.

Challenge

The client was facing three problems:

  • Tracking. The setup didn’t comply with GDPR. Sessions were inflated, and key events weren’t set up properly.
  • Technical. Crawlability problems, poorly structured HTML, thousands of indexed pages, and weak UX.
  • Content. Their content addressed their main search area but underperformed. The content strategy didn’t tie traffic to business outcomes: their highest-traffic page drew low-quality users with no purchase intent.

Work

A dedicated team put proper tracking in place. The SEO team carried out the technical fixes to lay the foundation for on-page and on-site optimization.

Alongside the fixes, we built a content strategy that targeted corporate events and the tax deductibility of business gifts. The aim was to reach the right buyers ahead of the purchase stage and outside the main competitive space. Link building centered on the same themes.

I put the strategy together and coordinated the other teammates: one dev, one writer, and the tracking team.

Results

Over the course of the engagement:

  • +46% B2B leads
  • +124% informational traffic
  • +22% transactional traffic
  • +17% e-commerce sales

The B2B lead figures were estimated with the corrected tracking methodology and cross-checked against their CRM.

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