Supporting FootActive achieve an impressive 348% increase in revenue

To improve their E-A-T, the site's content had to showcase the brand's expertise and authority in the industry. The home page and arch support insoles pages, which drove the most traffic, were targeted first. Their content was completely restructured, rewritten, and re-audited to ensure that it was well-optimised and authoritative. This approach resulted in a significant uplift. However, the momentum needed to be sustained, so the focus shifted to the foot problem pages. The foot problem pages were built out to better target informational search intent and nurture customers from interest to conversion. The paid media team also collaborated to identify new content opportunities based on sales performance of specific keywords or pages. Improving the website's authority was another crucial aspect of the campaign, and well-thought-out digital PR campaigns became a core component of the integrated strategy. The redesign and launch of the website from Magento 1 to Magento 2 also helped improve the website's look, feel, and user experience, which improved the customer journey from the landing page to checkout completion. By analysing heatmapping intelligence, reviewing customer behaviour, and making design and functionality adjustments, the customer journey was further optimised. Overall, the integrated strategy helped FootActive recover and exceed their previous market positioning.