Andrew Raso May 19, 2021

If you want to be the best, you need to learn from the best.

One of the strongest weapons at your disposal?

eCommerce case studies.

Case studies are a killer way to understand the tools and techniques that have worked for other brands, and use their success to fuel your own eCommerce business growth.

We’ve rounded up 10+ of the best eCommerce case studies you need to read from some of the most well-known Australian and international brands. Just a few you’ll learn:

  • How Calvin Klein Australia used SEO to achieve a 142% increase in organic revenue
  • The story behind Edible Beauty’s whopping 368% increase in organic revenue
  • How Canon Australia redefined the consumer experience and increased AOV by 61%
  • Why Archie Rose increased digital marketing revenue by 230% and grew paid ads ROI by a whopping 500%

Keen to get started and level up your digital strategy? Let’s dive in.


Case study #1: How Calvin Klein Australia achieved a 142% increase in organic revenue

As one of the world’s most iconic lifestyle brands, Calvin Klein Australia wanted to grow their brand further Down Under — and to do that, they needed a rock-solid digital presence. However, the brand was suffering from low organic visibility and achieving dismal ROI. Calvin Klein worked with Online Marketing Gurus on a full-service SEO campaign to outrank others in the highly competitive fashion category, while decreasing their reliance on Google AdWords.

The campaign started out with a technical analysis, which revealed a number of on-site and off-site issues that were dragging down search performance. At the same time, a competitor analysis revealed keyword opportunities that were low-hanging fruit and would drive incremental rankings for significant traffic growth.

What worked:

  • Calvin Klein made structural changes across multiple category pages, such as expanding content length and improving user experience. These small but significant improvements led to thousands of more website visitors — proving success truly can come from the little things.
  • The retailer built up its Domain Authority (DA) with an augmented backlink strategy targeting high-DA editorial sites. In 12 months, Calvin Klein levelled up their DA from 9 up to 52, which translated directly to increased search visibility.
  • By working with several divisions around the world to implement technical updates, and by harnessing local Google My Business listings, Calvin Klein successfully increased their presence in Australia.

What we love about this eCommerce case study

In fashion, the most profitable keywords are the most competitive. By doubling down on an integrated SEO strategy that encompassed technical SEO, content and link building, Calvin Klein increased their search visibility from ranking in the top 3 positions for 582 keywords to over 2200 words, including highly competitive terms like “women’s online fashion” and “Australian clothing”.

Read the full Calvin Klein case study here.


Case study #2: The tactics that grew Gymshark’s sales by over 200% year-on-year

With an almost cult-like following, Gymshark is one of the world’s leading sportswear brands for visionary athletes. The UK-based brand, which was founded by Ben Francis in 2012, has shot to prominence thanks to its ability to connect a phenomenal product with customers using fully optimised and integrated sales and marketing strategies.

Most impressively, Gymshark built its online business almost exclusively with a focus on organic tactics, such as social media, user-generated content and influencer marketing. The brand also incorporated a targeted Black Friday sales strategy to skyrocket sales, and has established an authentic community that supports seamless online-to-offline integration.

What worked:

  • Without a doubt, Gymshark’s most powerful weapon was its global network of handpicked athletes. These prominent fitness influencers include YouTubers Lex Griffin and Chris Lavado, TikTokers Antonie Lokhorst and Twin Melody, and Instagrammer Nikki Blackketter. Gymshark tapped into their million-strong audiences to maximise their reach and create content, while boosting authenticity and credibility.
  • Unlike some online retailers, Gymshark doesn’t use social media to push its products day in, day out. The brand focuses on creating content that drives word of mouth and adds value to its community, such as news, events, promotions, fitspiration, and more. In addition to its main @gymshark Instagram (5.2 million followers) and Facebook (1.8 million followers), Gymshark also has a dedicated @gymsharkwomen Instagram (3 million followers) and @gymsharktrain account (1 million followers).
  • Beyond their social media strategies, Gymshark also dominates content marketing with tailored Spotify training playlists, motivational YouTube videos, high-quality blog posts and more.
  • Gymshark only hosts two sales every year — and when they create a sale, they go ALL OUT. While most brands struggle with cart abandonment, Gymshark created so much hype for their Black Friday sale that buyers actually had to enter a virtual queue to check out their order.

What we love about this eCommerce case study

This is one of our favourite case studies because Gymshark focuses on creating value for its community first, THEN on its products. By teaming up with the right KOLs for influencer marketing, relying on word of mouth and delivering bang-on content, the brand has built a rock-solid relationship with consumers that translates to its bottom line. Pair this with FOMO marketing, and it’s no surprise Gymshark is a shining example of a brand that’s achieved amazing growth year in and year out.

Read the full Gymshark case study here.


Case Study #3: The story behind 1001 Optical’s 562% increase in organic conversions

With a team full of experienced and registered optometrists, 1001 Optical are leading Australian eyewear specialists with 25 years of experience in the industry. Beforehand, they were struggling to drive foot traffic to brick and mortar stores as competitors were dominating the top spots on Google.

Online Marketing Gurus worked with 1001 Optical on a laser-focused plan encompassing technical, on-page, and offsite SEO strategies. Together, we were able to achieve a massive 562% increase in organic conversions, 314% increase in organic conversion rate, 59% decrease in cost per click for PPC with a 138% increase in total website visitors.

What worked:

  • Wanting to generate more foot traffic, 1001 Optical looked to build the buzz by updating their business profile online. By optimising 19 pages on Google My Business for each of 1001 Optical’s local stores, OMG was able to significantly increase foot traffic and website traffic.
  • For higher rankings, OMG looked at quality link building for maximum impact. With Google viewing relevant and trustworthy backlinks as a sign that your website is reputable, it will rank you higher. Investing in quality link-building helped 1001 Optical increase their website authority.
  • Wanting to capture customers quickly, the retailer engaged in PPC to deliver serious ROI as this channel excels in connecting ready-to-buy customers. By customised the PPC strategy to target people looking for eyewear who lived or worked close to a 1001 Optical store, we saw website traffic and conversions skyrocket.

What we love about this eCommerce case study

Despite the fierce competition within the industry, 1001 Optical partnered with Online Marketing Gurus in an integrated marketing strategy in order to level up their digital presence. Through our laser-sharp approach, we began to dominate the eyewear space, turning rankings into revenue. By using a mix of SEO and PPC proved advantageous, the proof is in the pudding, as we saw big wins in search engine visibility, domain authority and cost-per-click.

Read the full case study here.


Case Study #4: How Casper went from 0 to 1 million customers in 4 years

Founded in 2014, Casper is one of the most successful mattress companies out there today. The company has seen INSANE success worldwide with their direct-to-consumer model, going from $0 to $750 million and 1 million customers in less than half a decade. But what really helped Casper’s explosive growth was its innovative approach to marketing.

Casper focused on reinventing the buyer experience for its customers by allowing them to order mattresses online in a few simple clicks —  rather than needing to go into a store. At the same time, they targeted users with dedicated Google and Facebook and Instagram Ad campaigns across the entire customer funnel and DOMINATED organic search with its solid link building strategy.

What worked:

  • Casper reached consumers at each stage of the buying funnel with a hyper-focused Google Ads message. From top-of-funnel ads promoting their free delivery and free returns policy to monopolising branded keywords like “casper mattress review”, the brand put out the right message at the right time for their audience.
  • Advertising and remarketing are a powerful duo for companies. Casper advertises its brand to new audiences using a Facebook ad that promotes their press coverage on CBS, then retargets audiences on that article with an ad for the brand.
  • Casper has 148k backlinks from 5.54k referring domains. This number is impressive to say the least — and while it’s tricky to replicate their success if you’re operating on a lean budget, there are some tactics that any eCommerce business can poach and use in their own strategy. Casper focused on building authority by targeting .edu links by offering college student discount, and publishing original research that encourages other websites to link back to their domain.

What we love about this eCommerce case study

Every component in Casper’s marketing strategy is finetuned for each stage of the customer journey. Whether it’s generating a ton of backlinks to a landing page from high-quality domains, to powerful advertising and remarketing, Casper’s growth marketing game is next-level — and an example that all companies can learn from.

Read the full case study here.


Case Study #5: Why Archie Rose increased digital marketing revenue by 230% and grew paid ad ROI by a whopping 500%

Archie Rose is a Sydney-based distillery renowned for its gin, whisky and vodka. Since launching in 2014, the brand has created a truly connected online and brick-and-mortar business with their online store and personalised in-distillery experiences.

As an independent distiller in a highly competitive industry, Archie Rose approached Online Marketing Gurus to help maximise its presence online. We focused on building Archie Rose’s digital presence with a multi-channel approach that spanned SEO, PPC and Facebook and Instagram Ads — all with KILLER creative, a targeted message, and strategic content. The results have been nothing short of astounding: over the years, Archie Rose has seen over 230% growth in total digital marketing revenue, 30% growth in YoY organic revenue and 200% more growth in revenue from paid advertising.

What worked: 

  • Archie Rose’s custom SEO strategy included a comprehensive competitor analysis to understand the keywords that mattered most. With this intel, they were able to quickly uncover opportunities in the market, boost visibility for tough keywords like “distillery” and “whisky distillery”, and attract thousands of qualified website visitors.
  • By combining optimised PPC campaigns with fine-tuned Facebook Advertising, Archie Rose reached ready-to-buy users that would be sure to love their products. The result? An impressive 500% growth in paid ROI. At the same time, the distiller used Facebook and Instagram Ads to grow their community and strengthen their awareness amongst their target audience.
  • eCommerce is not just about bringing your target audience to your website. Users need to have a seamless shopping experience, from their first click to their final purchase. Archie Rose optimised their website content and structure so that customers and search engines alike would fall in love with the experience.

What we love about this eCommerce case study

The liquor industry is dominated by a handful of industry giants, which is why every component of the distiller’s marketing needed to be on point. This is one of those shining case studies that brings together a fully integrated digital solution, fluid website, and eye-catching creative — and leverages it to achieve out-of-this-world growth.

Read the full case study here.


Case Study #6: How ‘Who Gives A Crap’ Handled Customer Acquisition and Retention During The COVID-19 Toilet Paper Shortage

We’re all familiar with the toilet paper shortage of 2020 — but nobody is as familiar with it as Who Gives A Crap. The toilet paper subscription brand was completely out of stock online and in-store, which left them with a massive challenge: attracting, engaging, and retaining customers.

Despite all the roadblocks, co-founder Simon Griffiths, Danny Alexander and Jehan Ratnatunga managed to grow its user base and keep its existing subscribers happy. The brand also tuned into consumer sentiment during the pandemic and adjusted its digital marketing strategies, which included redirecting its efforts to key organic tactics like social media, email and content marketing.

What worked:

  • Existing customers matter just as much as new ones. When they were sold out, Who Gives A Crap reserved all their remaining stock for recurring subscribers to ensure they met their promises to customers first and foremost.
  • When demand is high, you NEED to ride on the wave to grow your audience and fuel your pipeline for the future. Who Gives A Crap used an out of stock pop-up that encouraged users to sign up and be notified when toilet paper was available again. Once they had inventory restocked in Shopify, the team used back in stock email flows to notify subscribers.
  • Who Gives A Crap created an entirely new email flow for new customers who signed up during the pandemic, as they believed these customers had different behaviours and preferences compared to their usual target audience. This included redesigning the onboarding journey to highlight their product features and mission, as well as segmenting audiences based on their communication preferences.

What we love about this eCommerce case study

Who Gives A Crap’s marketing strategy during a product outage is an amazing example that any brand can learn from. We also love that the team focused on building a tight-knit working relationship between marketing, product, merchandising and finance. This was key in helping them to be incredibly adaptable, maintain focus, and manage customer expectations while working remotely.

Read the full case study here.


Case Study #7: The story behind Edible Beauty’s 368% increase in organic revenue

Edible Beauty is an Australian luxury brand that offers “edible” skincare, teas and wellness supplements. Founded by Anna Mitsios, Edible Beauty started out as a tiny eCommerce business with quality products, 5 employees and a small digital presence. Today, they’ve dominated their digital presence with a 104% increase in traffic, achieved an amazing 368% uptick in organic sales, and even expanded to the US.

The secret behind their success is simple: Edible Beauty teamed up with Online Marketing Gurus to realise a multi-channel strategy focused on growth. The game plan included creating meaningful visibility through ongoing SEO, improving site authority with strategic link building, a comprehensive content strategy targeted to key service pages, and laser-focused retargeting campaigns to win new customers and deliver serious ROI.

What worked:

  • With a lean marketing budget, Edible Beauty had to focus on the keywords that mattered. The team used a full-phase SEO strategy and proven tactics to increase visibility for only the most profitable and relevant keywords, such as “hydrating skincare” or “beauty tea”. The result? Waves of interested and ready-to-buy customers finding the eCommerce website. Every. Single. Day.
  • Edible Beauty tapped into the power of digital PR and high-quality link building with targeted placements in relevant beauty publications. This led to qualified traffic coming into the site, as well as a healthy boost in domain authority.
  • For online brands, every shopping interaction takes place online. That’s why Edible Beauty expanded its core product categories and added in a ‘bestsellers’ page to align with market demand.
  • Edible Beauty ran Facebook Advertising campaigns that turned browsers into buyers and achieved an amazing 417% return on ad spend. The secret: optimising each ad to make the most of every dollar, with no wasted spend in sight.

What we love about this eCommerce case study

This is one of those case studies where the marketing campaign is as amazing as the products being sold. Edible Beauty’s customised digital marketing strategies were tailored to their fast-growing business, and allowed them to maximise reach amongst their ideal customer base of earth- and health-conscious buyers.

Read the full case study here.


Case Study #8: How data analytics helped The Iconic become the top omnichannel marketing brand in APAC

Everyone in Australia knows who The Iconic is, but it wasn’t always this way. Over the past decade, the eCommerce retailer has amassed an impressive following and become one of the biggest omnichannel giants in the region.

Unsurprisingly, The Iconic does A LOT of things right — and one of the key examples of its wins is its data analytics strategy. With more than 60,000 items in their inventory, the retailer weaves data into every marketing campaign to make it easier for customers to find exactly what they’re after on the site.

What worked:

  • The Iconic records two sets of data based on a customer’s historical preferences. The first is what they buy; the second is what they browse. From here, the company can pinpoint similarities between products and see the products customers actually convert on, in order to serve up more tailored recommendations in the future.
  • When it comes to merchandising, The Iconic’s buyers use a creative yet analytical approach to identify the best items to stock in the future. The company’s data analytics team builds algorithms that can forecast demand on a particular product, which allows merchandising to adapt its investment in different products to meet that demand.

What we love about this eCommerce case study

We’re big fans of an evidence-based approach, and The Iconic is one of the companies that has nailed this to a tee. The data analytics team is intimately involved in every aspect of the eCommerce business, from marketing and creative to merchandising. This teamwork is key to its success, and has paid off in SPADES with sales.

Read the full case study here.


Case Study #9: The techniques that skincare brand Ultraceuticals used to get 330% more conversions

A leading skincare company known for its cosmeceutical-grade, scientifically proven products, Ultraceuticals is on a mission to empower everyone with real skincare and life-changing results. Despite their growth, the company had low online visibility, particularly for keywords their potential customers were searching for.

Ultraceuticals needed an authoritative digital presence to support their well-respected, multi-million dollar brand. The team approached Online Marketing Gurus to help transform search engine rankings into tangible revenue results with a combination of comprehensive keyword research, site structure and content optimisation, and ongoing strategic SEO.

What worked:

  • By evaluating search volume for thousands of keywords, Ultraceuticals discovered exactly what potential visitors were looking for. This allowed them to focus their efforts on appearing where it counts: high-converting keywords.
  • Once they had their key target search terms, the team optimised every page for the search terms that mattered. In doing so, Ultraceuticals saw a massive boost in results, with 330% more conversions and 50% more organic search revenue.
  • Targeted link building and other strategic SEO efforts helped Ultraceuticals increase domain authority and climb in the rankings — all while building brand awareness and trust.

What we love about this eCommerce case study

Ultraceuticals focused on tried-and-tested methods to create more visibility, and it paid off literally with amazing conversion rates. The company had a hyper-targeted strategy to rank for the keywords that mattered, and it paid off with rankings for valuable, competitive terms like “vitamin c serum” and “professional skincare products”.

Read the full case study here.


Case Study #10: How Canon Australia redefined the consumer experience and increased AOV by 61%

Each and every Australian knows Canon and its value proposition. However, if a customer searched for the 80-year-old brand online, one thing was pretty clear: the company lacked a distinct digital presence. Looking to go from a lacklustre eCommerce site to best-in-class, Canon focused on creating a direct-to-customer experience that exceeded customer expectations in every way.

Canon used search analytics, value-added services, and a robust post-purchase experience to deliver an exceptional experience for photography enthusiasts and professionals alike. This winning strategy paid off with a 61% increase in average order value (AOV), 92% increase in sessions, and 7.5x increase in conversion rate.

What worked:

  • Canon tapped into its website search analytics, and quickly saw that customers wanted more than cameras. The company partnered with industry players to stock a range of complementary products on their digital commerce store, from bags to tripods and microphones. Not only did this deliver a better and more seamless customer experience — it also translated to a significant uptick in order value.
  • Going beyond the product, Canon Australia introduced services to their eCommerce platform. photoPICO photo books, Irisa photo storage, and Society One finance purchasing are just a few of the services Canon offers in addition to their industry-leading cameras.
  • Photography enthusiasts are a passionate bunch. Canon played into this with a powerful post-purchase experience that included event ticketing for photography experiences with their in-house team of photography ambassadors.

What we love about this eCommerce case study

Canon didn’t just add products to its online store for the sake of upselling. Each addition is carefully considered, backed by data, and guided by their expert knowledge of their customers. These insights and their customer-first approach is the secret sauce that helped Canon regain its status as an industry leader — only this time, in the eCommerce space.

Read the full case study here.


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About the Author

Andrew Raso

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