Driving long-term growth for a heritage garden equipment brand through CRO-led, full-funnel marketing
The Client
MowShop is a supplier of gardening and outdoor equipment serving both B2C and B2B customers. Despite being competitively priced and backed by over 100 years of industry experience, the brand was struggling to gain traction online.
Although relatively early in their lifecycle, MowShop had already reached a plateau — with limited visibility, inconsistent traffic, and underwhelming sales performance.
The Challenge
When MowShop approached us, the foundations simply weren’t doing the business justice.
Low conversion rate
No meaningful organic search presence
Unstructured paid campaigns relying solely on Google Ads
Weak UX, unclear messaging, and limited trust signals
A website that failed to reflect their heritage or ambition
Their goal was clear: to become one of the UK’s leading suppliers of garden equipment — and they needed a partner who could own and optimise the entire growth journey.
Objectives
Increase revenue
Improve conversion rate
Grow high-quality traffic
Build a scalable organic presence
Scale paid media profitably
Elevate brand trust and perception
To achieve this, a piecemeal approach wouldn’t cut it. This required full-funnel ownership.
Our Approach
We took control of MowShop’s entire digital ecosystem — from acquisition through to conversion and retention.
Our guiding philosophy was simple:
Redesign for conversion, drive high-quality traffic, learn what sells, and scale once performance is proven.
This CRO-led, test-and-learn approach allowed us to grow quickly without sacrificing efficiency.
Website, CRO & UX
We rebuilt the website with conversion at the core.
UX improvements to improve clarity, trust, and navigation
Clearer messaging aligned with the brand’s heritage and authority
Continuous A/B testing to improve on-site performance
The result was a site that not only looked more credible — but actively converted better.
SEO
SEO became a critical long-term growth lever.
We implemented:
Technical SEO fixes
On-page optimisation
Improved site structure
Content and category optimisation
This unlocked consistent, high-intent traffic and reduced reliance on paid media.
As search behaviour continues to evolve, MowShop has also seen increased visibility across AI-driven and LLM-based search results, further strengthening their organic footprint.
Outcome: steady growth across the board, with top-5 rankings for high-intent keywords.
Paid Media (Google, Meta & Microsoft)
Paid media was rebuilt from the ground up.
Previously, campaigns were dominated by broad Performance Max setups with every SKU competing for budget. We restructured campaigns by brand and best-selling products, allowing budgets to work harder.
Key actions included:
Feed optimisation
Budget reallocation toward proven performers
Creative and messaging testing
Expansion beyond Google into Meta and Microsoft Ads
Microsoft Ads were introduced during peak trading periods — contributing to back-to-back record months.
Paid media became profit-led, data-driven, and fully integrated with organic, email, and CRO efforts.
Email, Automation & Organic Social
Retention and repeat purchases were critical for sustainable growth.
Automated email flows and campaigns now account for ~12% of total revenue
Organic social supported brand trust, credibility, and paid performance
Automation improved lifecycle marketing and repeat buying behaviour
Each channel reinforced the others — compounding results over time.
The Results
Since the partnership began in July 2024, MowShop has seen transformational growth:
+227% revenue increase YoY
+173% organic search growth YoY
+357% total traffic growth YoY
Lowest CPA achieved to date
On track for a record year
Most importantly, this growth has been profitable, controlled, and scalable.
The Outcome
Beyond the numbers, the impact has been fundamental.
Increased confidence in their marketing
A scalable platform for future growth
Greater opportunity to sell a wider product range
A brand presence that finally reflects their experience and ambition
This wasn’t a short-term win — it was a long-term transformation.
Final Word
We love to see businesses grow.
MowShop is a perfect example of what happens when CRO, paid media, SEO, and retention are aligned under one strategy — and owned by one team.
