Greyhaze Online Vape Shop
Grey Haze is a well-established online vaping store based in Birmingham. We developed and maintained their e-commerce website, focusing on better user experience and higher conversion rates. We also developed SEO strategies to boost their search rankings and online visibility.
Improved UX/UI - 62% increase in the online store conversion rate.
Process Improvement - Overhauled project to remove the external agency saving the company £4k+ per month.
Increased Organic Traffic - SEO strategy helped the company rank for over 300 keywords.
Website design & development
Website maintenence
Improve UX/UI
Implement SEO strategies
Troubleshooting
Track website analytics
Business consultancy
Strategic Roadmap
At Greyhaze, we identified key issues impacting growth, particularly the lack of a strong SEO strategy, despite the business relying on organic search due to advertising restrictions. We implemented strategic solutions to improve visibility, sales, and revenue, including:
Hiring a content writer
Recommended a dedicated writer to optimise product descriptions, blogs, and collections with SEO best practices.
Creating & implementing website guidelines
Developed SEO guidelines to ensure consistency across teams, improving meta titles, descriptions, and product content.
Working with external agencies
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
We 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
We identified a number of issues with website functionality which hindered the customer’s buying experience, and had a negative effect on sales. After implementing multiple different design and functionality changes to improve UX/UI with the help of a website developer, we managed to increase Greyhaze's conversion rate.
A number of UX/UI changes were implemented across the website. Some of the key changes we completed include:
Introducing multi-buy offers
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.
Internal collection tiles
Implementing this design feature facilitated 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.
Hard coding plugins/scripts
After running performance tests we discovered the website speed score was average at best.This was due to the site using a large number of scripts and plugins that negatively impacted the site speed. Working with an external team we 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 joining Greyhaze, we 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. Our priority was to stabilise performance and implement long-term improvements, including:
Header hierarchy
Fixed poorly structured headers to improve Google’s ability to read and rank site content.
No FAQ’s section
Introduced FAQ sections with schema markup to enhance user experience and search visibility.
Backlink strategy
Identified and disavowed toxic backlinks while building a strong, high-quality link profile.
Keyword research
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.
