Operating within the luxury home and interiors sector requires more than simply attracting traffic. Success depends on reaching the right customers, showcasing products effectively and creating a seamless path to purchase.

Dancing Badger worked with Brights of Nettlebed to improve visibility, strengthen customer acquisition and maximise the return from digital marketing activity. Through a combination of SEO, PPC optimisation, audience targeting and data analysis, we developed a strategy focused on delivering measurable commercial growth.

The result was improved engagement, stronger conversion performance and increased visibility across multiple acquisition channels.

Key Results

+321%

Increase in Direct Traffic

Brand awareness and customer engagement increased significantly, resulting in more than three times as many direct sessions year on year.

+78%

Increase in Organic Search Conversions

SEO-led improvements helped organic search generate substantially more conversion events, demonstrating improved visibility and stronger user engagement.

+53%

Increase in Paid Search Traffic

Targeted paid search activity increased traffic volumes while maintaining strong engagement and conversion quality.

+58.9%

Increase in Paid Search Conversions

Campaign optimisation and improved targeting delivered significant growth in key conversion actions from paid search users.

+52%

Improvement in Paid Search Conversion Rate

Paid Search session conversion rates increased substantially year on year, demonstrating more effective traffic acquisition and optimisation.

The Client

Brights of Nettlebed is a well-established luxury retailer offering premium furniture, interiors and lifestyle products.

The business serves customers seeking quality craftsmanship, timeless design and exceptional products for the home. As competition within ecommerce continues to increase, maintaining visibility across organic and paid channels is essential for attracting new customers and driving online sales.

The Challenge

While Brights of Nettlebed already had a strong reputation, opportunities existed to improve digital acquisition performance and maximise marketing efficiency.

Our objectives included:

• Increasing high-quality website traffic
• Expanding organic search visibility
• Improving paid advertising performance
• Strengthening conversion rates
• Improving audience targeting
• Enhancing customer journeys
• Increasing acquisition across multiple channels
• Supporting long-term ecommerce growth

The goal was to create a joined-up digital strategy capable of delivering sustainable commercial improvements.

Our Role

Data Analysis & Growth Strategy

The project began with a comprehensive review of website and campaign performance data.

Our data analysis focused on:

• Acquisition channels
• User behaviour
• Conversion performance
• Campaign effectiveness
• Audience segmentation
• Product engagement
• Growth opportunities

These insights allowed us to prioritise activity and focus investment on the channels delivering the strongest returns.

SEO Strategy

SEO activity focused on improving visibility and helping customers discover products through organic search.

This included:

• Keyword research
• Technical SEO improvements
• Metadata optimisation
• Content recommendations
• Internal linking enhancements
• Search intent analysis
• Ongoing performance monitoring

These improvements helped maintain strong organic visibility while increasing conversion opportunities from search traffic.

PPC Management

Paid media activity was continually refined to improve performance and efficiency.

Our PPC work included:

• Campaign optimisation
• Audience targeting
• Search term analysis
• Bid management
• Budget allocation
• Ad testing
• Landing page recommendations

These refinements generated stronger engagement and increased conversion performance from paid channels.

Audience Segmentation & CRO

Understanding customer behaviour played an important role throughout the project.

Through audience analysis and conversion rate optimisation recommendations, we identified opportunities to:

• Improve user journeys
• Enhance product discovery
• Reduce friction during the buying process
• Increase conversion rates
• Improve marketing effectiveness

This helped maximise the value of incoming traffic.

AI Recommendations & Copywriting

Alongside manual analysis, AI-assisted recommendations were used to identify growth opportunities, enhance content and support optimisation efforts across the website.

This ensured ongoing improvements were informed by both data and user intent.

The Approach

The strategy was built around a simple principle: use data to identify where the greatest opportunities existed and focus resources accordingly.

Rather than treating SEO and PPC as separate disciplines, performance insights were shared across channels.

• Search behaviour informed content planning.
• Campaign performance informed acquisition strategy.
• User engagement informed CRO recommendations.
• Audience data informed targeting and segmentation.

This integrated approach created a more efficient and effective growth programme.

Results

Key Outcomes

• 321% increase in Direct traffic
• 78% increase in Organic Search conversions
• 53% increase in Paid Search traffic
• 58.9% increase in Paid Search conversions
• 52% improvement in Paid Search conversion rate
• Improved engagement across paid and organic channels
• Stronger customer acquisition performance
• Enhanced audience targeting and segmentation
• More effective conversion pathwaysIncreased visibility across key acquisition channels

Strengthening Acquisition Across Organic & Paid Channels

A key success of the project was creating stronger alignment between acquisition channels.

SEO activity helped attract highly engaged visitors through organic search, while PPC campaigns captured high-intent customers actively researching products and ready to purchase.

Together, these channels generated stronger customer acquisition opportunities and increased conversion performance across the website.

Turning Data Into Commercial Growth

Performance data sat at the centre of every recommendation made throughout the project.

By continually analysing customer behaviour, campaign results and engagement metrics, we were able to identify new opportunities, refine existing activity and ensure marketing investment remained focused on delivering measurable outcomes.

This approach allowed Brights of Nettlebed to make informed decisions and continually improve performance across digital channels.

Combining SEO, PPC & CRO for Sustainable Growth

The success of the project came from integrating multiple marketing disciplines into a single strategy.

• SEO improved long-term visibility.
• PPC generated targeted traffic.
• Audience segmentation improved targeting accuracy.
• CRO enhancements improved conversion performance.

Together, these activities delivered stronger acquisition performance and helped build a sustainable foundation for future ecommerce growth.

Conclusion

The Brights of Nettlebed project demonstrates the value of combining SEO, PPC, audience insight and conversion optimisation within a unified growth strategy.

Through ongoing analysis, campaign optimisation and customer-focused improvements, Dancing Badger helped Brights of Nettlebed increase traffic, improve conversion performance and strengthen marketing efficiency.

The result was a 321% increase in Direct traffic, a 53% increase in Paid Search traffic, a 58.9% increase in Paid Search conversions and a 78% increase in Organic Search conversions, creating a stronger platform for long-term ecommerce growth.

English Roses operates within a highly competitive ecommerce market where customers are often purchasing for significant life events, celebrations and milestones.

Success depends on reaching customers at the right moment with the right message, whether they are searching for anniversary gifts, named roses, birthday presents or commemorative products.

Dancing Badger worked closely with English Roses to create a marketing strategy that combined organic search growth with more efficient paid advertising and conversion improvements. The objective was not simply to generate more traffic, but to increase the quality of visitors arriving on the site and improve overall return on investment.

Key Results

+312%

Increase in ROI Year on Year

A combination of SEO, PPC optimisation, audience targeting and conversion improvements delivered substantially stronger marketing efficiency and commercial return.

+544%

Growth in Traffic from Key Anniversary Search Themes

Improved rankings and visibility helped English Roses capture significantly more users searching for milestone anniversary gifts.

+208%

Growth in Ruby Wedding Anniversary Search Visibility

Targeted optimisation and improved content helped strengthen performance for one of the site’s most commercially valuable anniversary categories.

+530%

Increase in Referral Traffic

Broader brand visibility and improved digital performance contributed to substantial growth from referral channels.

The Client

English Roses specialises in named roses, anniversary roses and commemorative gift products designed to celebrate life’s most important moments.

The brand has built a strong reputation for quality and personalisation, making it a popular choice for customers searching for meaningful gifts to mark birthdays, anniversaries and special milestones.

As search behaviour continues to evolve, maintaining visibility across both transactional and informational searches became increasingly important for continued growth.

The Challenge

Although English Roses already had a strong foundation, several opportunities existed to improve performance.

These included:

• Increasing visibility beyond brand searches
• Growing market share across anniversary gifting categories
• Improving PPC efficiency and return on ad spend
• Identifying new customer acquisition opportunities
• Strengthening rankings for commercial gifting searches
• Improving conversion performance
• Expanding visibility for rose-related informational searches
• Creating a more data-driven growth strategy

The challenge was to develop a scalable approach capable of delivering sustainable growth across multiple marketing channels.

Our Role

Data Analysis & Strategic Planning

Every recommendation was informed by data.

Using Google Analytics 4, Google Search Console and advertising platform insights, we analysed:

• Customer acquisition channels
• Seasonal purchasing trends
• Product performance
• Search demand
• Audience behaviour
• Conversion opportunities
• Campaign effectiveness

This analysis formed the foundation for both SEO and paid marketing strategies.

SEO Strategy

Our SEO programme focused on increasing visibility across commercially valuable search themes.

This included:

• Keyword research
• Search intent analysis
• Metadata optimisation
• Technical SEO improvements
• Internal linking enhancements
• Category page optimisation
• Content development
• Ongoing performance monitoring

Particular focus was placed on high-converting anniversary-related searches where demand and purchase intent were strongest.

PPC Optimisation

Paid advertising campaigns were continually refined through:

• Audience segmentation
• Search term analysis
• Bid adjustments
• Budget optimisation
• Campaign restructuring
• Ad copy testing
• Landing page recommendations

This helped deliver greater efficiency from advertising spend while improving overall return on investment.

CRO & User Experience Improvements

Alongside acquisition activity, we identified opportunities to improve conversion performance throughout the customer journey.

Recommendations focused on:

• User experience improvements
• Customer journey optimisation
• Landing page enhancements
• Product discovery
• Purchase decision support

These improvements ensured more traffic translated into commercial results.

Content Strategy

Search data revealed significant opportunities across content themes including:

• Wedding anniversaries
• Milestone birthdays
• Named roses
• Rose varieties
• Gift inspiration
• Rose meanings
• Seasonal gifting occasions

Strategic content development helped English Roses capture additional search demand whilst strengthening topical authority across key product categories.

The Approach

The project was built around a unified growth strategy where SEO, PPC, content and conversion optimisation worked together.

Rather than treating channels independently, insights were shared across every aspect of the marketing programme.

• Search data informed content creation.
• PPC data informed SEO priorities.
• Customer behaviour informed conversion improvements.
• Seasonality data informed promotional planning.

This integrated approach ensured resources were focused on areas with the greatest commercial potential.

Results

Key Outcomes

• 312% increase in ROI year on year
• 544% growth across key anniversary search themes
• 208% increase in Ruby Wedding Anniversary search performance
• 530% increase in referral traffic
• Increased visibility across gifting-related search queries
• Improved rankings for milestone anniversary keywords
• Enhanced PPC efficiency and campaign performance
• Stronger audience targeting and segmentation
• Greater reach beyond existing brand demand
• Improved customer acquisition opportunities
• Increased visibility throughout the customer buying journey

Strengthening Visibility for Anniversary Gifting

One of the most successful areas of the project was expanding visibility across anniversary-related searches.

Search data highlighted growing demand around milestone anniversaries, with particularly strong opportunities in categories such as Ruby, Golden, Diamond and other commemorative gifting occasions.

By improving category optimisation, refining keyword targeting and creating supporting content, English Roses strengthened its visibility across some of its most commercially valuable search themes.

This not only generated additional traffic but also introduced the brand to a wider audience actively researching meaningful anniversary gifts.

Building Demand Beyond Brand Searches

A key objective was reducing reliance on existing brand awareness by increasing visibility among new customers.

Through category optimisation, content development and strategic campaign management, English Roses expanded its reach across broader gifting and rose-related searches.

This allowed the business to appear earlier in the customer journey, creating more opportunities to influence purchasing decisions before competitors.

Combining SEO, PPC & Data for Long-Term Growth

The project demonstrates the power of integrating multiple channels under a single growth strategy.

Rather than focusing on individual tactics, every recommendation was driven by customer behaviour, search demand and commercial performance.

The combination of SEO, PPC, content, conversion optimisation and strategic analysis enabled English Roses to improve visibility, attract more qualified visitors and increase marketing efficiency across the business.

Conclusion

The English Roses project demonstrates how a data-led marketing strategy can unlock substantial ecommerce growth.

Through a combination of SEO, PPC optimisation, audience segmentation, conversion improvements and content development, Dancing Badger helped English Roses strengthen its online presence, increase customer acquisition opportunities and achieve a 312% increase in ROI year on year.

Most importantly, the project established a scalable framework for continued growth, enabling English Roses to expand visibility beyond existing brand demand and reach more customers at every stage of their buying journey.