Case study on promoting a women’s lingerie store

Promotion of a women’s lingerie store – sales growth

The goal of the project is to increase sales and attract a new audience to the online store of women’s lingerie.

Setting the task: restoring previous traffic levels

Our task was clear: to restore lost traffic and increase sales. After transitioning to an updated version of the website, the client faced a loss of 25,000 visits per month.

This situation is not uncommon. According to our research, about 30% of companies experience a drop in traffic after making changes to their website. The main reason is that SEO optimization is often overlooked during design or functionality updates. This leads to reduced visibility in search engines and, consequently, a loss of potential customers.

We conducted a comprehensive audit, optimized the site structure, and launched an advertising campaign that not only restored the lost traffic but also increased sales by 40%. The result: steady growth and the client’s confidence in the future.

Examples of advertising creatives

Identified key growth points and proposed solutions

Technical optimization
At the first stage, we focused on basic improvements. We recommended updating meta tags, which help search engines understand page content and display the site for relevant queries. However, before that, we fixed technical errors that hindered proper indexing and promotion.
Expanding the site structure
To increase visibility and audience reach, we proposed adding new pages that match popular user queries. This included creating thematic collections and sections that competitors were already successfully using but were missing on the client’s site.
Expanding audience reach
To attract a new audience and retain the existing one, we recommended developing a content strategy. This included launching a blog with useful materials and creating a content plan that would not only support SEO but also generate interest in the site.
Improving site usability
We conducted a competitor analysis and identified missing features, such as additional filters for user convenience. Improving usability helped make the site more attractive and functional for visitors.

These steps not only restored positions but also created a platform for further growth.

Strategy implementation: partial adoption and noticeable growth

Our task was to develop a promotion strategy for a women’s lingerie store. Despite the client implementing only part of the proposed measures, even this led to noticeable positive changes.

Technical optimization
Key website errors were fixed: 404 pages were corrected, duplicate meta tags were removed, and the sitemap and robots file were optimized. New meta tags were also implemented, improving indexing and visibility.

Expanding the site structure
New pages were added, targeting search demand. This allowed the site to cover queries it previously did not rank for.

Results
The new pages attracted additional traffic for previously untapped queries. For example, for one group of queries, 90% of phrases were brought to the top of search results. Such pages now bring up to 50 visits per month each, significantly increasing overall traffic.

Even partial implementation of the strategy confirmed its effectiveness and opened prospects for further sales growth.