Digital strategy and SEO optimisation for eCommerce store

The Challenge

Cygnus Instruments, a leading provider of ultrasonic testing equipment, faced growing challenges in boosting e-commerce sales and increasing website traffic in a highly competitive market.

By 2019, despite a strong industry reputation, the company’s digital platforms struggled to:

• Drive consistent online sales

• Improve search visibility and organic traffic

• Convert website visitors into paying customers

The strategy

To enhance visibility, engagement, and conversions, I developed an integrated digital marketing strategy focused on:

• SEO & content optimisation – Improved on-page SEO, keyword targeting, and site structure, boosting search rankings and visibility.

• PPC & retargeting campaigns – Launched precision-targeted Google Ads and LinkedIn retargeting, increasing ad engagement by 45%.

• eCommerce performance enhancements – Optimised WooCommerce, refining the checkout experience to increase purchase intent.

• Website experience & conversion optimisation – Reduced bounce rates by refining UX, navigation, and product page layouts.

• CRM & email automation – Implemented HubSpot CRM, improving lead segmentation and nurturing accuracy.

the Impact

Traffic & Engagement Growth:

• 37% increase in website traffic,strengthening brand reach and visibility.

• 60% reduction in bounce rates, keeping visitors engaged and increasing conversions.

eCommerce & Revenue Impact:

• 12% growth in eCommerce sales, strengthening revenue streams.

• Higher purchase intent through precision-targeted ads and WooCommerce optimisations.

Efficiency & Customer Retention:

• Integrated CRM & automation, streamlining lead management and campaign efficiency.

• Enhanced customer retention, increasing repeat sales and long-term engagement.