Used UPVC Windows and Doors
UUWD sells pre-loved UPVC and composite windows and doors online, to homeowners and trades across the UK, at a fraction of the price of buying new.
- Sector
- Ecommerce · home improvement
- Where
- National (UK)
What the campaign returned
- £81,505 gross online sales in three months (22 Feb to 23 May 2022), from £0 in the same period a year earlier
- £77,861 net sales after returns and coupons
- 4,090 clicks from Google search in three months
- 148,000 search impressions at a 2.8% click-through rate
Where they started
In the same three months a year earlier the online shop had taken nothing: £0 in gross sales. The product is unusual, too. Nobody grows up knowing you can buy a second-hand front door online, so the shop had to be found by people searching for the thing itself, by type, size and material, rather than for a brand they had never heard of.
What we changed
Organic search was treated as the sales channel from day one, not something to bolt on once the shop was busy. The WooCommerce catalogue was organised around how people actually search for doors and windows, the site was audited and corrected as it grew, and we produced promotional video to explain an unfamiliar idea quickly. The campaign was entered for Best SEO Campaign at the UK Agency Awards.
Check the numbers yourself
Why the comparison year says £0
Most ecommerce case studies quote a percentage uplift. This one cannot, because there is nothing to divide by. In the same 13 weeks of 2021 the shop recorded no online sales at all. The honest way to state the result is the plain figure: £81,505 gross, £77,861 net.
That matters if you are weighing up an online shop of your own. A percentage can hide a small number. "Sales up 400%" might mean £500 became £2,500. A first quarter of just over £81,000 is a business, not a rounding error.
What the Search Console numbers actually tell you
Over the three months to May 2022, Google showed the site 148,000 times and sent 4,090 visitors. The line on the graph climbs steadily week after week rather than spiking, which is what search growth looks like when it comes from many product and category pages each picking up a few searches, not from one lucky keyword.
The average position across every query was 27.8. That sounds poor until you read it properly. It is an average over thousands of queries, most of them long and specific, and it means the site was already taking £81,000 of orders while most of its rankings were still on pages two and three. The headroom was the good news: every position gained from there is more of the same buyer.
- 01
Clicks
4,090 visits from Google in three months, with no advertising cost attached to any of them.
- 02
Impressions
148,000 appearances in search results, which is the size of the audience already looking for this product.
- 03
Click-through rate
2.8% overall, held down by the page-two rankings. It rises on its own as positions improve.
- 04
Average position
27.8 across all queries, so most of the growth was still ahead of the site when these figures were taken.
Selling something people do not know exists
Second-hand windows and doors are a search-led product in a way most retail is not. There is no high street for them and no brand to ask for by name. The customer is a homeowner pricing up a replacement door, a landlord with a broken window, or a builder working to a tight quote. Each of them types what they need into Google, usually with a material, a style and often a size.
That is why the catalogue was organised around the way people search: UPVC front doors, composite front doors, French and patio doors, windows. Each category page is a landing page for a whole family of searches, and each product underneath it catches the specific ones. If you run a shop on WooCommerce, this is the work covered on our WooCommerce SEO and ecommerce SEO pages.
Video did a different job. A short film explains "you can buy a perfectly good used door for a fraction of the new price" faster than a paragraph does, and it reassures a buyer who has never done this before.
More clients, more numbers
Different sectors, same approach: a named client, real figures, and work that paid for itself.
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Ready when you are
Tell us what you are trying to rank for and we will look at the site and the search results before we reply. You get a straight answer, including if SEO is not the right spend for you yet.