60.3% More Revenue from
Free Google Shopping Listings
An online science education retailer improved product discovery through technical SEO, clearer product pages and better shopping feeds. Total website revenue increased by 13.9% year on year.
Year on year
Year on year
Year on year
Year on year
June to October 2024, compared with the same period in 2023.
About the Client
An established online retailer selling science supplies, experiment kits and educational resources to families and schools.
What Needed to Change
The retailer wanted to grow online sales, but its website had problems that limited product discovery.
Popular educational articles were losing traffic as interest in certain topics declined. Frequent URL changes, broken links and inconsistent page structures created further issues. Product descriptions lacked detail, some pages had missing or duplicate search information, and Google Shopping feeds needed improvement.
The priority was to help shoppers find relevant products and make informed buying decisions.
What Changed
Website Structure
Inconsistent URLs, broken links and redirect errors were fixed. Internal links and breadcrumb navigation helped customers move between categories and products.
Product and Category Pages
Descriptions and search titles were refined to explain products and match buying searches. Structured product data helped search engines understand the range.
Google Shopping Feeds
Product information was improved to support discovery through both free listings and paid Shopping campaigns. Existing educational content was also adapted for email and social media.
More Revenue from Fewer Visits
Between June and October 2024, compared with the same period in 2023:
- Free Google Shopping revenue increased by 60.3%.
- Traffic from free Google Shopping listings increased by 18.3%.
- Paid Shopping revenue increased by 11.6%.
- Total website revenue increased by 13.9%.
During the same period, overall website traffic fell by 13.5%.
What the Results Tell Us
The business generated more revenue from fewer visits, with free Shopping listings delivering the strongest revenue growth.
What This Means for You
Traffic figures only tell part of the story. You also need to know which pages and channels bring in customers and sales.
For an online retailer, improving product information, category pages and shopping feeds can be an important part of that work.
This case study reflects work undertaken during our founder’s time at a previous agency.
