Sigma Sports
Growing organic shopping revenue by 65% YoY
6 Months | Organic Shopping | Sports Retail | UK
+65% YoY
Organic shopping revenue
+25% YoY
Organic shopping conversion rate
6-month Project
ROI of over 6:1
The client situation
Sigma Sports are a UK sports retailer specialising in cycling and triathlon, with plans to expand. They were seeking to maximise organic, and organic shopping in particular, as a revenue channel, with a focus on high-stock and new products, ready both for the peak spring-summer season and for the long-term future of the site.
The challenge
Organic shopping revenue had stagnated due to the same shopping feed being used for both organic and paid search. Key opportunities to meet longer-tail search queries were being missed, limiting growth, while product page and schema issues also held back product visibility.
Our approach
Addressing overall product eligibility issues and information gaps, and maximising opportunities for individual product growth
- Outlining key issues across PDPs, schema and Merchant Center to resolve to improve overall visibility and product hygiene
- Ensuring data consistency across all 3 data points, to better inform Google’s Product Graph
- Creating a separate organic Merchant Center feed, where attributes were optimised to meet organic search demand
Our goals
Increase organic shopping revenue by 15% YoY
Optimise product data feeds to maximise visibility across retail platforms
Grow our visibility in product grids vs competitors
The Results
The brand is now appearing more for more relevant and more specific queries where organic product grids are a key part of the search results.
This led to the organic shopping conversion rate growing by 25% YoY. In turn, this helped drive organic shopping revenue up by 65% YoY – far above the target of +15% YoY.
The overall revenue gain for the duration of the project meant an ROI of almost 6:1, with the project continuing to drive additional revenue following its conclusion.
More detailed and more consistent product information also led to a 34% gain in share of voice vs before the project – gaining visibility, traffic and revenue over competitors such as Merlin Cycles and Tredz.
“We were really happy with the results from the project. Re:Signal made some solid recommendations, implemented the changes required and the uplift speaks for itself. We hope to continue to build on the opportunities found in this channel going forwards with them.”
James Roberts, SEO Manager, Sigma Sports