Grey Haze is a well-established online vaping store based in Birmingham. I developed and maintained their e-commerce website, focusing on better user experience and higher conversion rates. I also develop SEO strategies to boost their search rankings and online visibility.
Strategic Roadmap
At Greyhaze, I identified key issues impacting growth, particularly the lack of a strong SEO strategy despite the business relying on organic search due to advertising restrictions. I implemented strategic solutions to improve visibility, sales, and revenue, including:
Some of the strategic directions include:
Recommended a dedicated writer to optimise product descriptions, blogs, and collections with SEO best practices.
Developed SEO guidelines to ensure consistency across teams, improving meta titles, descriptions, and product content.
Advised on outsourcing SEO audits, speed optimisation, and UX/UI improvements for faster, cost-effective results.
These steps helped Greyhaze enhance search rankings and overall online performance.
Customer Experience
I advised the brand to implement Royal Mail and DHL as their chosen delivery service to give their customers faster, more reliable shipping and a better delivery experience overall.
Conversion Rate Optimisation
I identified a number of issues with website functionality which hindered the customer’s buying experience, and had a negative effect on sales. I implemented multiple different design and functionality changes to improve UX/UI and increase CRO, and managed a website developer who assisted with implementing these changes.
A number of UX/UI changes were implemented across the website. Some of the key changes I completed include:
This feature gives the customer a discount for buying multiple items, and provides an incentive for the customer to increase their order value. This improved the CRO and increased the average order value across the site.
I implemented this design feature to facilitate seamless navigation through the products section of the website, thus making the buyers journey to purchasing easier. This feature also helped strengthen the site's internal linking system and strategically boost page authority.
After running performance tests I discovered the website speed score was average at best as the site was using a large number of scripts and plugins that negatively impacted the site speed. Working with an external team I facilitated the hardcoding of plugins and scripts into the theme to reduce the javascript load and improve the overall site speed.
Search Engine Optimisation
When I joined Greyhaze, I identified major SEO and merchandising issues that were limiting search rankings and sales. With no clear SEO strategy in place, rankings had started to decline after a temporary algorithm boost. My priority was to stabilise performance and implement long-term improvements, including:
A number of SEO changes were implemented across the website. Some of the key changes I completed include:
Fixed poorly structured headers to improve Google’s ability to read and rank site content.
Introduced FAQ sections with schema markup to enhance user experience and search visibility.
Identified and disavowed toxic backlinks while building a strong, high-quality link profile.
Discovered key missing opportunities, leading to the creation of a new Disposables collection with internal links, featured brands, and offers to maximise ranking potential.
These strategic changes significantly improved site visibility, search rankings, and the overall customer experience.