SEO SUCCESS STORIES

Shoes & Sox: From Foot Traffic to Web Traffic

For more than 35 years,Shoes & Sox has been a trusted Australian name in children's footwear. From day one, its mission has been to give Australian kids quality shoes that support their growing feet, at affordable prices.
 
With more than 80 stores across Australia, Shoes & Sox has a strong in-store reputation. But more and more parents now start their search online, and its website needed to be just as easy to find as its stores.
 
In December 2023, Shoes & Sox set out to grow its organic search presence, bring more parents to its online store and turn its website into a real driver of sales.
Group 1822
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79%
increase in total users
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263%
increase in collection page users
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226%
increase in collection page revenue

The Need

Shoes & Sox had the reputation, the products and a growing online store, but its website wasn't yet reaching its full potential in search. It needed a strategy to rank for the products parents search for, make the website easier to shop and give its team the SEO knowledge to keep growing.
 
The key objectives:
  • More organic traffic
    • Bring more parents to the website through organic search.
  • More organic revenue
    • Turn that traffic into online sales.
  • A website that's easy to shop
    • Improve navigation and the path to purchase.
  • SEO know-how
    • Give the Shoes & Sox team the skills to make SEO-led decisions.

The Plan

We focused on the highest-value opportunities first, and set the team up to build on them.
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New collection pages
Create pages for high-demand products that didn't have their own page yet.
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Better navigation
Improve the main menu and add internal linking widgets.
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Technical health
Fix crawl and indexing issues, and improve Core Web Vitals.
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Product visibility
Rewrite product descriptions and optimise Google Merchant Center.

The Execution

The campaign started with an in-depth audit, then built out the pages parents were already searching for.
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Collections parents were searching for
Keyword research uncovered high-demand products, like kids' soccer boots, that had no collection page. We created new collection pages with helpful content and optimised titles and meta descriptions, and consolidated similar pages so each one targeted its own searches.
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A smoother path to purchase
We improved the mega navigation to streamline the shopping journey and strengthen links to key pages, and added internal linking widgets on collection pages so shoppers could move easily between related products.
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Faster pages, richer listings
We improved Core Web Vitals for faster load times, fixed broken links and indexing issues, rewrote product descriptions with relevant keywords and optimised Google Merchant Center so products stood out in search and Google Shopping.

The Challenges Overcome

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Building SEO confidence
Big changes like a new main menu need buy-in. Workshops and data-backed forecasts helped the team see the impact, speeding up approvals.
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A team new to SEO
Training sessions gave the Shoes & Sox team the knowledge to make SEO-led decisions long after each change went live.
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Making every hour count
We prioritised the highest-value changes first, so results came quickly.

The Results

From 1 January to 20 September 2024, compared with the same period the year before, Shoes & Sox grew across the board.
 
Collection page users up 263%: Users to the collection pages grew 263%, and new users grew 294%.
 
Collection page revenue up 226%: Revenue from the collection pages grew 225.5%.
 
Website users up 79%: Total users across the website grew 79%, new users grew 77% and total revenue grew 13.6%.
 
A strong August: In August 2024, users grew 140% and revenue grew 96% compared with August 2023.
 
Organic overtakes paid: Organic search overtook paid search as Shoes & Sox's biggest source of sessions.
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79%
Increase in total users
rewarded_ads
263%
Increase in collection page users
rewarded_ads
226%
Increase in collection page revenue

The Conclusion

Shoes & Sox has been fitting Australian kids with quality shoes for more than 35 years. As more parents started shopping online, its website needed to be as trusted and easy to use as its stores.
 
We built collection pages for the products parents were searching for, made the website easier to navigate and faster to load, and helped products stand out in search. Workshops and training gave the Shoes & Sox team the confidence to keep SEO at the heart of their decisions.
 
The results followed quickly. Collection page users grew 263%, collection page revenue grew 226% and total website users grew 79%. Organic search became Shoes & Sox's biggest source of sessions, ahead of paid search.
 
+263% collection page users. +226% collection page revenue.
From foot traffic to web traffic.
Working with Stephanie and the StudioHawk team has been an absolute pleasure. Their seamless collaboration across all aspects of our site has made the process incredibly smooth. Beyond that, they’ve helped us build valuable SEO skills, a crucial asset in today’s digital landscape. Thanks to StudioHawk, we've seen a remarkable shift, with organic search now outperforming paid search as our top driver of sessions. This transformation has been a huge win for us!
Shoes & Sox Team
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