How We Boosted Organic Leads by 50%

Have you ever felt like your website traffic just hits a brick wall? We recently went through that with one of our partners and clients, Shopify, a fantastic e-commerce platform that enables individuals to create online stores, manage sales, and process payments easily. Despite putting in the work—creating tons of content and implementing our best strategies—things just weren’t moving.

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So, we decided to dig in and see what was going on. Here’s how we turned things around.

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Our Journey with Shopify

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When we first teamed up with Shopify back in 2020, we launched a sleek new website packed with compelling messaging and a great user experience. But then, just as we were getting excited about the launch, the COVID-19 pandemic hit. Jeez! Talk about bad timing!

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Traffic took a nosedive, and leads were even scarcer. With businesses focused on survival, investing in new Shopify solutions wasn’t exactly a priority. By 2021, we observed that things weren’t looking any better, and we knew we needed to rethink our strategy.

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Uncovering the Issues

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We kicked off another brutally honest and comprehensive review, where we scrutinized everything we’d been doing. We’re our own toughest critics, and we found a big issue: our content wasn’t performing like we hoped.

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Usually, content is where we shine, but the data was telling a different story, a different plot. The silver lining? We love rolling up our sleeves, identifying gaps or problems needed for improvement, and converting it into great progress. With the problem identified, we were ready to take action.

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Our Game Plan

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It was clear our usual tactics weren’t cutting it, but we needed to figure out what wasn’t working. Growth marketing is all about taking risks; not every idea is a winner right away. But the beauty of data is that it can serve as a baseline and guide you toward success.

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After diving into Shopify’s content, we identified 4 KEY STEPS to revamp our approach:

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1. Targeting Key Conversion Pages 

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Even though our existing content wasn’t hitting home runs, we knew we couldn’t stop creating. We still valued both consistency and quality since fresh content is vital for engaging both visitors and search engines.

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So, we focused on crafting new content designed to direct visitors to high-performing conversion pages—like their interactive build-and-price tool and demo options. This way, potential customers could explore what Shopify offers and see if it fits their needs.

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2. Revamping CTAs 

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Next, we took a hard look at Shopify’s calls to action (CTAs). We ran A/B tests to find out what worked best—comparing different types, placements, and tools.

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What did we discover? Static footer CTAs on blog posts were the leading men of the game! So, we added those across all posts, gently guiding engaged readers to the next steps in their buyer journey.

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3. Introducing a Buyer’s Guide 

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We also realized we needed something for visitors who weren’t quite ready to commit. Enter the Buyer’s Guide!

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This guide provides essential insights for business owners on choosing a Shopify solution, covering everything from software to hardware. By offering this resource early on, we could capture leads and nurture them toward making a purchase.

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If you’re interested in having your own Buyer’s Guide, here is a FREE template to use below. Tweak it to your liking!

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Access the template here.

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4. Refreshing Existing Blog Content 

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Finally, we tackled Shopify’s existing blog posts. Many hadn’t aged well since their launch, so we had some work and comprehensive revamping to do.

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At EPIC, we believe in creating a "content city" rather than a "content graveyard." We updated outdated info, enriched thin content, and optimized for relevant keywords. This revitalized old posts and ensured they delivered real value.

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The Results

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Here’s how our efforts paid off:

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Organic Leads: 2,146 (2021) to 3,199 (2022) — +49%

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Web Prospects: 1,071 (2021) to 1,196 (2022) — +11.7%

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Digitally-Attributed Customers: 357 (2021) to 455 (2022) — +27.4%

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Total Web Traffic: 252,393 (2021) to 290,365 (2022) — +25%

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Organic Web Traffic: 41,399 (2021) to 94,832 (2022) — +129%

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Key Takeaways

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Working with Shopify showed us just how powerful iteration and content optimization can be. By taking a data-driven approach, we identified key issues, created effective CTAs, and launched the Buyer’s Guide—resulting in that impressive 50% increase in organic leads.

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Moving forward, we’ll keep monitoring content performance and refreshing as needed to ensure it stays relevant and valuable. By experimenting with new strategies and staying in tune with the data, we’re excited to continue driving high-quality traffic and generating leads for Shopify and brands that you truly trust!

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