Optimising the customer journey and driving organic growth
CreativeWeb B.V. is an e-commerce company that operates Destofzuigerzak.nl, a B2C and B2B webshop specialising in vacuum parts. With a competitive online retail landscape, sustaining growth requires a strong focus on organic visibility, direct traffic, and improving the overall customer experience.
As Lead Online Marketer, my role has been to increase brand awareness for our webshop, Destofzuigerzak.nl, improve the customer journey, and increase organic traffic to drive conversions. This includes improving SEO by refining site architecture, optimising content for search visibility, and enhancing key landing pages to attract and retain high-intent visitors.
Challenges
Strategy
To address these challenges, I developed a targeted strategy aimed at increasing organic traffic, improving conversion rates, and encouraging customer retention. The first step involved analysing the customer journey to identify where users were dropping off and making data-driven improvements to create a smoother shopping experience. Key pages, such as the homepage, category pages, and product detail pages, were redesigned to improve usability and build trust, with a particular focus on mobile users. The checkout process was also refined by introducing a guest checkout option and removing unnecessary steps, making it easier for customers to complete their purchases.
Solutions
One of the main challenges was that the business historically depended heavily on paid ads to generate traffic and sales. While this approach ensured a consistent visitor flow, it resulted in high acquisition costs and a customer base largely composed of first-time buyers. Organic visibility was limited, and conversion rates were not meeting expectations due to friction points in the customer journey. The website experience was not fully optimised for first-time users, particularly in the checkout process and key landing pages. The key questions that needed to be addressed were how to increase traffic from non-paid channels, where the main pain points in the customer journey were, and how to improve conversion rates to maximise the value of existing traffic.
SEO played a crucial role in increasing organic traffic. A full audit was conducted to identify opportunities for improvement, leading to enhancements in site structure, internal linking, and metadata. Category and product descriptions were rewritten to be more search-friendly, and content marketing initiatives were introduced to strengthen the website’s authority. These efforts contributed to a notable increase in organic traffic and a stronger position in search results.
CRO was another key priority. Cross-sell features were added to product pages, recommending complementary items based on user behaviour, while promotional banners and seasonal campaigns were introduced to encourage higher basket values. User behaviour data from analytics tools such as GA4, Hotjar, and Microsoft Clarity was continuously analysed to refine the webshop’s design and layout, creating a seamless experience.
To reduce reliance on paid acquisition and encourage repeat purchases, a customer loyalty program was designed alongside customer account benefits that incentivised long-term engagement. Offline touchpoints were also strengthened through branded merchandise and QR codes, driving returning visitors to the webshop.
“These initiatives resulted in significant improvements, with organic visibility improving and attracting a higher volume of high-intent visitors. Optimisations to the checkout process improved the purchasing journey, leading to higher conversion rates. Improvements to the overall user experience increased customer retention and encouraged repeat purchases.”
What I did & where I did it
What I did & where I did it
Digital Marketer
Growth Hacker
