Ecommerce Growth Strategy Case Study | Finding the causes of low conversion and lost revenue

Driving Growth Through Integrated Ecommerce Growth Strategy

Written by Abbie Evans, Founder and Principal, Arqet Consulting

Abbie brings more than 25 years of experience across ecommerce, retail leadership, finance, merchandise, operations and building her own online retail business.

An ecommerce business had multiple growth activities in motion but lacked one connected view of performance. CRO, CRM, SEO, marketing and merchandising were being considered separately, making it difficult to identify why conversion and revenue remained below potential.

The Challenge

The business was investing time and resources across several channels, but performance visibility was fragmented. Website changes, marketing activity and retention work were progressing without a shared commercial diagnosis.

The visible problem appeared to be insufficient growth. The underlying risk was that further activity could add cost without resolving the points where customers and revenue were being lost.

What Arqet reviewed

• Reviewed the onsite customer journey to identify conversion friction and confidence gaps.

• Assessed CRO, CRM, SEO and channel activity as one connected system.

• Considered merchandising, product discovery and inventory alignment alongside marketing performance.

• Reviewed measurement requirements so future decisions could be based on clearer commercial evidence.

What the evidence showed

The review showed that the business did not need a longer list of disconnected actions. It needed an agreed order of work. Some initiatives depended on stronger foundations elsewhere in the customer journey and data structure.

Arqet separated immediate conversion opportunities from longer-term growth work and established which actions would have the strongest commercial value.

The strategic output

• A prioritised ecommerce growth roadmap covering conversion, CRM, SEO, merchandising and channel activity.

• Clear implementation stages, dependencies and responsibilities.

• A performance measurement framework to support ongoing review.

• Practical direction for internal teams, agencies and specialist providers.

Commercial outcome

Using the tailored ecommerce growth strategy findings, the business gained a clearer path to improving conversion and average order value, a better basis for allocating marketing investment and a scalable framework for future ecommerce decisions.

Next step

If your ecommerce activity is increasing but performance remains unclear, start with an Ecommerce Growth Strategy and Conversion Audit.