Case study · Multi-brand e-commerce, equine health
Growing a multi-brand e-commerce through CRO and acquisition
Equine Care Group · May 2024 to April 2025
An e-commerce ecosystem grouping several brands, each with its own site, funnels and campaigns. The mission: connect paid acquisition, CRO and SEO into a single growth logic, driven by data rather than intuition.
The problem
- Heterogeneous buying journeys across brands, with UX friction costing conversions at every funnel stage.
- Advertising budgets spread across several accounts with no common structure or tracking governance.
- Acquisition disconnected from on-site performance: traffic bought with no visibility on what it became after the click.
The deployed solution
- Test-and-learn CRO strategy across the whole portfolio: hypothesis prioritisation, A/B testing, iterations on conversion funnels.
- Taking back control of the Google Ads and Meta Ads accounts: structure, bids, audiences, creatives and tracking, managed on ROAS across all brands.
- Global SEO and GEO strategy connecting acquisition insights to on-site performance: engagement, conversion, retention.
- Cross-brand UX and UI governance and analysis of market, competition and demand to reduce the identified friction.
The results
- A test-and-learn methodology installed: every funnel change is a measured hypothesis, no longer a bet.
- Restructured advertising accounts managed on ROAS, with unified tracking across the portfolio.
- Harmonised journeys across brands and UX decisions grounded in real behaviour data.
ROAS and revenue figures belong to the client.
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