Client Case Study: Lost & Found
Industry: E-commerce, Retail
Location: Toronto
Key Markets: North America, UK, Japan
Services provided:
Technical SEO (Load Speed, Image Optimization, Indexing, Core Web Vitals)
On-page SEO (keyword research, navigation structure)
Off-page SEO (competitive analysis)
Conversion Rate Optimization (CRO)
Key Results:
SEO / CRO Results
200% increase in CTR in the last 24 months
200% increase in conversion in the last 24 months
Average search position increase of 20 positions
100x growth in Gross Merchandise Value in 7 years
About Lost & Found:
Lost & Found was recently called “Canada’s Coolest (and Friendliest) Menswear Store” by GQ magazine. Today, they reach a global audience by curating a collection of clothing and accessories from highly sought after American, Japanese, and Scandinavian brands. Within this portfolio, they are the go to source in Canada for cult brands like The Real Mccoys, Alden, Engineered Garments, Beams Plus and many more.
Challenge:
In 2013, after growing frustrated with a plateau in retail sales, and being outranked in search results online, owner Jonathan Elias reached out to understand how SEO could generate more traffic and sales to the physical and online stores (shoplostandfound.com).
Solutions:
Lost & Found’s curated approach extends to every aspect of their business. It’s also something their customers recognize.That approach is a key factor for how they position themselves against deep-pocketed competitors and our strategy and recommendations helped deliver results without compromising those standards.
Starting in 2013, this meant technical and on-page SEO techniques for Shopify, keyword and competitor research, and better copywriting.
We tackled low hanging fruit like navigation structure, headers and tags, file names and alt-text, and leveraged keyword research to improve Product Description Pages and Product List Pages. We implemented on-page optimizations to improve image search and recommended various plug-ins to assist in Conversion Rate Optimization.
For email, we analysed the best competitors in the space and combined that with
with a heavy emphasis on improving subject lines to improve open rates and conversions.
Within 3 months, the site took off, and has grown rapidly ever since.
After a custom rebuild in 2021, and the deadline for Google’s Core Web Vitals update, we regrouped to ensure there would be no major drops in rankings or traffic by focusing on improving load speeds and click throughs to the most popular pages.
Having grown 100x in size, and now at 90+ brands and 25+ categories, we started with the most popular pages for most e-commerce fashion sites, the home page and new arrivals pages, and then focused on the most popular PLP’s and PDP’s. We tackled FCP, LCP and CLS issues for performance and our UX audit identified areas of improvement in the header structure, product filtering and other on-page elements.
We also developed a new internal Image guide to be used by everyone in the content process (photographers, buyers, marketing manager, etc.) to ensure the large number of product images were properly tagged and optimized.
Upon completion, the web and mobile version of the site both passed Core Web Vitals improving significantly across many speed tests. Clicks to the homepage improved by 400% and the shop is on track to grow to over 2,000,000 in revenue this year.
Lost & Found has found transformative growth by focusing heavily on SEO, and with a full-time team member on staff, they are poised to continue that growth well into the future. Our e-commerce marketing plan combined custom data-driven insights with white-hat, scalable strategies applicable to any Shopify store. Get in touch and we can discuss how we can accelerate e-commerce growth for your business.
