FreshGround – Ecommerce layout

FreshGround is a lead gen site which rents out coffee machines and water dispensers to offices

What we did

We noticed a drop in rankings for a few of their keywords and found that the top competitors typically had their pages set up in an ecommerce style, compared to their lead gen page layout. As a lot of content was being created, we thought this would be a great opportunity to drive more organic traffic to their site by getting this new content ranking better in the organic search results.

The results

In February, FreshGround changed the layout of their coffee machines and water dispensers category pages to a more typical ecommerce layout. When FreshGround first changed the layout, we saw an initial uplift, with overall visibility rising from 3.1% to 6.3%. ​At the time of the layout changes, Google released a core update which we believe is why rankings improved by so much initially. The uplift lasted for about a week and then we saw the overall visibility drop slightly (although still higher than where it was before). We would have expected the core update to have settled by this point too, aligning with our theory that it was responsible for the vast initial increase in visibility. However, we did notice that many of the first page rankings stayed which was great to see.

A month later, we have seen a 7.3% increase in keywords ranking on the first page. As well as 36.1% increase in conversion rate YoY since the ecommerce layout was implemented. This is because the layout has been designed to be more user-friendly than before by allowing users to view the important specifications of various products all at once, assisting them in their buying journey.