Case Study
Generated PKR 4.9 Million in Additional Sales Without Paid Ads
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Highlights
Improved conversion rate brought in
Orders
Organic traffic growth achieved
%
(34.4K → 77.4K clicks)
SEO performance boosted
Keywords Generated
Overall Google Ranking Increased on
Search Queries
More Visitors Became Customers
%
Increase in Convertion Rate
Increased Sales By
Without Paid Ads
The figures shown in this case study represent the first 8 months of work on the project, covering the period from 1 August 2025 to 31 March 2026.
Since then, the website has continued to grow. The purpose of this case study is to show the process, improvements, and results achieved during the initial growth phase.
Services Provided
Shopify Website Redesign
Mobile Optimization
On-Page SEO
Google Search Console Optimization
AI Search Optimization
UX/UI Improvements
Navigation Architecture
Collection Structure Optimization
Technical SEO
Content & Landing Page Development
Background
BakersSupplies.pk is one of Pakistan’s leading online stores for baking ingredients, tools, packaging, and equipment, serving home bakers, businesses, and professional bakeries nationwide.
The Challenge
When I started working with BakersSupplies.pk, the website had strong business potential but several issues were limiting growth.
The website navigation was difficult to browse, especially on mobile devices.
Many collection pages were poorly structured, making it harder for customers to find products and harder for search engines to understand the website.
Several collections lacked proper SEO elements, filters, descriptions, and keyword targeting.
As I began redesigning the website, I discovered that a major issue existed beneath the surface: the collection architecture itself was not organized correctly.
Without fixing that foundation, any navigation improvements would have delivered limited results.
Although restructuring the collections was outside the original project scope, I discussed the issue with the owner, Fahad, and decided to handle the work because it was necessary for achieving meaningful results.
The 8 Phases Behind the Growth
A 92% increase in sales wasn’t the result of a single tactic. It was the outcome of 8 strategic improvements across the website, navigation, SEO, and customer experience.
Here’s how the project unfolded.
Phase 1
Website Redesign & User Experience Improvements
The first objective was improving the customer experience.
Key Improvements
- Complete Shopify UI/UX redesign
- Mobile-first optimization
- Improved visual hierarchy
- Better spacing and readability
- Cleaner product presentation
- Redesigned homepage layout
- Improved header and footer structure
- Brand-consistent visual design
Homepage Enhancements
The homepage was rebuilt to guide visitors toward products more effectively.
Features included:
- Responsive promotional banners
- Category-focused navigation
- Featured product sections
- Best-selling product sections
- Improved product visibility
- Better customer journey across devices
Phase 2
Collection Structure & Navigation Overhaul
During the redesign process, it became clear that navigation improvements could not be implemented effectively without rebuilding the collection structure.
What Was Fixed
- Reorganized collection hierarchy
- Improved category relationships
- Created SEO-focused collection structures
- Built category-based navigation menus
- Added missing collection pages
- Improved internal linking
The result was a much cleaner shopping experience where customers could quickly locate products and categories.
Phase 3
Product Discovery Improvements
Many collections displayed products without intelligent filtering.
This made browsing difficult for customers looking for specific ingredients, brands, or product types.
Improvements Made
- Added smart filtering systems
- Improved collection organization
- Enhanced product discoverability
- Reduced friction in the shopping process
These changes helped visitors find products faster and contributed to stronger engagement across the website.
Phase 4
SEO Foundation Cleanup
Before expanding the website’s SEO footprint, existing collection pages needed significant improvements.
SEO Cleanup Included
- Collection title optimization
- Meta title improvements
- Meta description optimization
- Keyword mapping
- Content structure improvements
- Collection page enhancements
- Search Console optimization
- XML sitemap improvements
Many existing pages were missing important SEO elements that search engines use to understand and rank content.
Phase 5
SEO Expansion Strategy
Once the foundation was fixed, the next step was expanding search visibility.
New SEO Collection Pages
New collection pages were created around high-intent search terms and product categories.
Examples included:
- Top Brands
- Chocolates
- Compound Chocolates
- Couverture Chocolates
- Baking Ingredients
- Product-Specific Collections
Each page was built around targeted keywords, optimized content, and proper site architecture.
Phase 6
AI Search Optimization
As search behavior evolves, visibility is no longer limited to traditional Google results.
The website was also optimized to improve discoverability within AI-powered search experiences.
This included:
- Better content structures
- Improved semantic relevance
- Stronger category organization
- Enhanced contextual signals for AI systems
Phase 7
Content Growth
To further expand organic visibility, additional SEO-focused pages were created.
Results
- 45+ SEO-powered pages published
- Expanded keyword coverage
- Increased category visibility
- Improved long-tail search reach
- Better opportunities for AI search discovery
Results
The growth achieved was the result of a collaborative effort. Strategic SEO and website optimization helped increase visibility, traffic, and conversions, while the owner’s pricing strategy and business decisions played an important role in maximizing the impact of that growth.
SEO performance boosted
Keywords Generated
Overall Google Ranking Increased on
Search Queries
More Visitors Became Customers
%
Increase in Convertion Rate
Generated in Total Sales
92% Increase in Sales
Organic traffic growth achieved
(34.4K → 77.4K clicks)
Project Outcome
What started as a website redesign evolved into a complete ecommerce growth project involving user experience improvements, navigation architecture, collection restructuring, SEO optimization, content expansion, and AI search readiness.
By fixing foundational issues before scaling traffic efforts, BakersSupplies.pk achieved significant growth in both visibility and revenue.
The project was originally planned to run until July 2026, but the agreed objectives were completed ahead of schedule and delivered by March 2026.
This project demonstrates the value of strategic consulting. Rather than forcing SEO expansion from day one, the focus was placed on identifying and solving the real growth bottlenecks first.
Need to Know What's Holding Your Growth Back?
Not every business needs more SEO. Not every business needs a new website. What every business does need is clarity.
Ayub Zafar
Marketing & Design Consultant