Learn how Optidge helped Avenlur achieve a 6x ROI with an innovative SEO strategy, UX improvements, content optimization, and a sales attribution model.
Avenlur, a trailblazer in the e-commerce space, specializes in high-quality, sustainable play furniture and accessories from modern swing sets and Montessori triangles, to imaginative playsets and more.
Despite its strong product lineup and unique value proposition, Avenlur relied heavily on Amazon for sales. In late 2022, the company launched its e-commerce website to increase profit margins and establish direct customer relationships. However, the site lacked the foundational SEO elements necessary for strong organic search visibility, a critical challenge for gaining a foothold in the competitive children’s play equipment market.
The core challenge was to design and implement an SEO campaign for Avenlur that would drive organic traffic through strategic, non-branded keywords to achieve a minimum two-time ROI.
Avenlur set its sights on dramatically increasing its web traffic, specifically doubling it in Q4 2023 compared to the same period in 2022. With the critical sales season ahead, every click would count, and every strategy had to be spot-on.
In response to the unique challenge facing Avenlur, Optidge outlined a comprehensive SEOstrategy:
Avenlur’s content strategy was refined by creating three personas with unique needs and preferences. The content, including keywords, was tailored explicitly for each persona.
Additionally, a comprehensive blog and resource section was developed to engage customers at different stages of the buyer’s lifecycle, reinforcing Avenlur’s reputation for quality and innovation.
Key UX experience and design optimizations were made, including homepage improvements, H1 tag revisions, and reordered sections for better information flow. Distinct CTAs were created to improve navigation and conversion rates. Several product pages were reimagined with compelling headings and optimized layouts for an engaging shopping experience. Additional suggestions included multimedia integration and segmented content for wholesalers and influencers.
Optidge’s strategy highlight was developing an innovative sales attribution model that combined Google Analytics 4 (GA4) and Search Console to estimate revenue from various keywords. This model differentiated between branded and non-branded keywords, providing precise ROI measurement for the SEO efforts. This detailed insight clarified the campaign’s impact on sales and guided ongoing optimization strategies.
Optidge’s extensive technical audit refined over 800 on-page elements, optimized schema markup on 320 pages, and resolved 86 schema validation errors. These efforts ensured that Avenlur’s site was fully optimized for search engines and seamless user interaction.
Optidge’s 2023 SEO campaign for Avenlur exceeded expectations in the following ways:
The success was driven by an innovative sales attribution model that used data from Google Analytics 4 and Search Console to accurately link non-branded organic traffic to sales, providing a clear view of the campaigns impact. This campaign resulted in the 2024 Crystal Award for Best SEO Campaign.
The far-reaching impact of the approach used in this campaign continues to be a promising lesson for the Optidge team, and the broader community of search marketers. Optidge founder Danny Gavin plans to speak on this topic and the sales attribution model formed during this campaign at the 2024 State of Search Conference in Dallas, TX.