In today’s competitive online retail space, standing out requires more than just a quality product. For e-commerce brands, especially in fast-moving industries like beauty and haircare, success depends on visibility, engagement, and consistent customer acquisition.
Foxy Hair Extensions, a UK-based premium hair extensions brand, faced this challenge head-on. Despite offering some of the highest-quality pre-bonded, nano tip, tape, and weft hair extensions in the market, the business struggled to fully capture its online potential.
This case study explores how an integrated organic search (SEO) and PPC campaign helped Foxy Hair Extensions:
- Increase website traffic by over 318%.
- Grow revenue by more than 6,500% in just 90 days.
- Secure 287 new first-time customers.
- Build a foundation for sustainable long-term growth.
Who are Foxy Hair Extensions?
Foxy Hair Extensions is a leading UK hair extensions retailer offering:
- Professional-grade products – including pre-bonded flat tips, nano tips, tape extensions, and wefts.
- Premium materials – 100% Remy human hair.
- Wide appeal – trusted by professional stylists and end consumers alike.
With a growing market and increasing competition, the client recognised the need to improve digital performance. Their objective was clear: increase visibility, drive more traffic, and turn that traffic into sales.
The Challenge
Before partnering with us, Foxy Hair Extensions faced several obstacles limiting growth:
- Limited Visibility in Search: While the brand had authority in its niche, organic rankings were inconsistent, with many high-intent search terms underperforming.
- Low Organic Traffic: Despite offering a quality product, much of the traffic was brand-driven rather than from new audiences searching for extensions.
- Unoptimised Paid Campaigns: PPC campaigns were running but not producing a strong ROI. The ads lacked alignment with landing pages, leading to wasted spend.
- E-Commerce Performance Issues: Cart drop-offs, low conversion rates, and missed upselling opportunities impacted revenue.
In short, the brand needed a scalable acquisition strategy to deliver quick wins and sustainable long-term performance.
The Solution
We implemented a two-pronged strategy focusing on organic search (SEO) and paid campaigns (PPC). The aim was to capture new audiences through improved rankings while using paid ads to generate immediate conversions.
1. SEO Strategy
Our SEO campaign focused on visibility, authority, and engagement:
- Comprehensive Keyword Research
- Targeted high-intent, non-branded keywords such as “nano tip hair extensions” and “tape hair extensions UK.”
- Balanced between commercial keywords (product categories) and informational queries (blogs and guides).
- On-Page Optimisation
- Improved metadata, titles, and descriptions for category and product pages.
- Refined internal linking to connect high-traffic content pages with product listings.
- Improved metadata, titles, and descriptions for category and product pages.
- Content Marketing
- Created valuable blog content addressing customer concerns, such as “Why It’s Not Recommended to Air Dry Hair Extensions.”
- Built a resource hub to guide customers through every stage of the buying journey.
- Technical SEO
- Conducted a full audit to fix crawl errors, improve site structure, and boost mobile performance.
- Enhanced product schema for better search visibility.
- Conducted a full audit to fix crawl errors, improve site structure, and boost mobile performance.
2. PPC Campaigns
In parallel, we restructured and optimised the client’s paid advertising efforts:
- Google Ads & Shopping Campaigns
- Created targeted product-level ads for high-margin categories.
- Implemented Shopping campaigns to capture ready-to-buy audiences.
- Created targeted product-level ads for high-margin categories.
- Conversion-Focused Ad Copy
- Crafted ad headlines and descriptions aligned with customer intent.
- A/B tested multiple creatives for performance optimisation.
- Crafted ad headlines and descriptions aligned with customer intent.
- Landing Page Alignment
- Ensured ad traffic led to highly relevant category or product pages.
- Used conversion-driven design to reduce drop-offs and encourage purchases.
- Ensured ad traffic led to highly relevant category or product pages.
The Results
Combining SEO and PPC created outstanding results in just a few months.
Traffic Growth
- Website sessions increased by 318% compared to the previous period.
- Organic traffic alone grew by 369%, showing the effectiveness of the SEO campaign.
- Engagement also improved, with session times rising and bounce rates falling.
Sales Performance
- E-commerce revenue skyrocketed from £660.79 to £43,681.24 in just 90 days – a 6,510% increase.
- Total purchasers increased to 287 new customers, representing a 5,640% uplift.
- Average purchase revenue per active user grew by 560%, highlighting improved quality of traffic.
Engagement Metrics
- Event interactions (such as product views, cart actions, and form submissions) increased by 547%.
- Top-performing landing pages, such as pre-bonded flat tip extensions and nano tip extensions, saw traffic boosts of over 250%.
Keyword Rankings
- SEMrush and GSC data revealed multiple position gains across commercial search terms.
- Increased visibility across high-intent keywords such as “nano tip hair extensions UK” and “tape extensions online.”
Testimonial
“The results speak for themselves. We’ve seen an incredible uplift in both visibility and sales. What impressed us most was the balance between short-term wins through PPC and the long-term gains from SEO. Our brand is stronger, our sales are higher, and we’re finally connecting with more of the right customers online.”
— Foxy Hair Extensions
Key Lessons from This Case Study
This project highlights several important lessons for e-commerce businesses:
- SEO and PPC are stronger together: While PPC delivered immediate sales, SEO built a foundation for ongoing visibility and traffic.
- Content drives authority: Valuable content like blog posts and guides helped capture early-stage searchers and guided them towards purchase.
- Optimisation improves ROI: Aligning ad copy with landing pages reduced wasted spend and boosted conversions.
- Data-led strategy wins: Regular analytics reviews allowed for continuous improvements, ensuring the campaigns stayed ahead of trends.
Why This Matters for Your Business
Foxy Hair Extensions’ success shows what’s possible with the right approach if your business struggles with visibility, inconsistent sales, or poor-performing ads.
Benefits of a Combined SEO & PPC Strategy
- Immediate visibility while building long-term rankings.
- Higher-quality traffic that converts into paying customers.
- Improved ROI from advertising spend.
- Stronger brand authority and customer trust.
Driving Results That Matter & Your Opportunity
The Foxy Hair Extensions case study demonstrates how a well-structured SEO and PPC campaign can deliver measurable, transformative results. By increasing visibility, driving quality traffic, and aligning content with customer needs, the brand saw unprecedented growth in just 90 days.