The focus was on making the site easier and more intuitive to shop, while maintaining brand consistency and thoughtful storytelling to build trust and confidence when buying handmade products. Most improvements were incremental, refining how products were presented, simplifying navigation, strengthening product information and improving merchandising flow.

This steady approach strengthened the full customer journey, from discovery through to checkout.

These improvements were supported by clearer navigation, stronger product detail pages and more intuitive merchandising across the site, helping customers browse more confidently and complete purchases more easily.

At each stage of the customer journey, the aim was to explain the story behind the products: who made them, how they were produced and why they were designed to last. This helped build trust and strengthen the relationship beyond the initial purchase.

Key flows included the welcome series, abandoned cart and checkout emails, product abandonment, post-purchase follow-ups and reactivation. Order follow-up emails were also used to share care guides and product advice, supporting customers after purchase and encouraging confidence in use.

By regularly reviewing performance and making small, thoughtful improvements, email became a reliable and consistent revenue channel.

Alongside optimising existing flows, list growth was approached in a considered way. Collaborative competitions with aligned brands including Annie Sloan (3,000+ new subscribers) and 91 Magazine (700+ subscribers), and Meta lead generation campaigns at key points in the year, kept the focus on attracting subscribers genuinely aligned with the brand, rather than driving volume for its own sake.

The approach to SEO was straightforward and intent-led. Rather than chasing volume, the focus was on making sure people landed on the right pages and could easily find what they were looking for once they arrived.

One key project was Bohemia's large Moroccan basket range. Keyword research showed clear differences in how people searched for basket bags versus storage baskets, but these had been grouped together on the site. Reworking the navigation, category structure and on-page copy to reflect this made the range easier to browse and improved relevance for search. Following these changes, organic traffic to the basket bags category increased by around 30%.

Search Console data was also regularly reviewed to spot keywords driving traffic to less well-matched pages. One example was "Moroccan homeware", which had been bringing visitors to a broad homewares collection. Updating the collection title and description, re-merchandising the page with bestselling Moroccan-made products, and refining both category and product copy to better match intent led to a measurable drop in bounce rate and improvement in conversion.

Alongside this, product and category content was continually reviewed across the site, with SEO-informed blog content and care guides produced to answer common customer questions and support longer-tail searches in a natural, helpful way.

Bohemia had previously done very little paid social, so the priority was to build activity carefully and learn what resonated. Testing was introduced gradually, using bestselling products alongside clear messaging and trust signals, and built from there.

On Google, much of the work focused on getting the foundations right: improving product feed quality, refining campaign structure and making sure ads reflected what customers were actually searching for and what was in stock.

The aim across both channels was steady growth and more refined targeting. Over time this led to more consistent performance and better quality traffic.

Meta performance also strengthened, with the best performing retargeting ad delivering 137 purchases from £1,266 spend. More importantly, paid traffic became better aligned with the rest of the site. Customers arriving via ads were more likely to browse, engage and convert, supporting the wider improvements across ecommerce and merchandising.