EcoMove E-Commerce Bristol
WordPress & WooCommerce Development / On-site SEO / Marketing / Outbound Marketing
A premium e-bike retailer in Bristol
Eco Move is on a mission to make sustainable, electric transport accessible to riders across the UK. We partnered with their team to reinvent every touchpoint—from the website and e-commerce experience to paid media, SEO, and automated outreach—creating a unified growth engine that drives traffic, engagement, and sales. The result is a fast, flexible online store seamlessly integrated with data-driven marketing channels and automated pipelines for both retail and corporate customers.
WEBSITE OBJECTIVES
- Increase Online Sales
Drive more e-commerce transactions through a user-centric website and targeted ad campaigns. - Boost Organic Visibility
Rank category and product pages on page one for high-intent searches (e.g. “electric scooter UK,” “e-bike conversion kit”). - Grow Email Database & Engagement
Capture and nurture leads with segmented drip campaigns and cart-abandonment workflows. - Brand Awareness Campaigns
Ensure Bristol knows where the store is and what they offer. - Maximise Paid Media ROI
Optimise Google Ads and social ads to deliver a 4× ROAS while scaling traffic. - Elevate Brand Authority
Build community and trust through social media content, user reviews, and thought-leadership resources.
Outcomes
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+1151.6% Average increase in Yearly Online Revenue (2021 – 2025), driven by a 75% boost in conversion rate.
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Organic Traffic Up 120% year on year, with 8 core category pages ranking in the top 3.
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Email List Growth of 60%, with an average open rate of 32% and click-through rate of 6.1%.
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200+ Sales Leads from social campaigns per quarter.
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Ad Spend ROAS of 380%, achieved through continuous bid and creative optimisation.
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43% Average yearly increase in customer satisfaction survey.
Massive Online Revenue Leaps By Focusing on Fast Moving Inventory &Upsells
And Using Socials (Top Of Funnel) To Do It
Focusing on Fast-Moving Stock Items
Historically, our marketing efforts prioritised e-bike sales due to their higher value and our goal of building a reputation around our core product range.
However, upselling, cross-selling, and promoting lower-cost items such as accessories and spare parts had not been a primary focus.
To address this, we launched top-of-funnel social campaigns that highlighted these fast-moving products. By year-end, accessories and parts became the best-performing categories on the website, contributing to nearly double the previous year’s online revenue.
It’s worth noting that these results exclude in-store purchases and sales completed via cycle-to-work scheme vouchers.
Upselling TOUCH POINTS – UX EXERCISE
As a retail business, we didn’t have the luxury of guiding users through a single landing page funnel. Instead, we needed to rethink our product page UX to drive higher order values and promote fast-moving stock.
We introduced on-page upsell opportunities during the add-to-cart stage. Each accessory was carefully selected to complement the main product, tailored to its specific characteristics and target audience.
This added convenience allowed us to compete effectively with larger retailers like Amazon. By curating compatible, commonly purchased items, we saved customers time and effort — reducing price sensitivity and making minor savings elsewhere far less important.
Average Order Value Halved, But Sales Doubled
Focusing on The Right Metrics
In this industry, our Average Order Value (AOV) was impressive — exceeding £600 per order — but ultimately it proved to be a vanity metric that masked broader opportunities for revenue growth.
By redirecting ad spend and campaign focus toward lower-value, fast-moving items, we achieved a higher overall sales volume and significantly boosted total revenue.
Interestingly, the increase in total sales almost mirrored the decline in AOV on a 1:1 basis — likely because we shifted from fewer high-ticket purchases to a far greater number of smaller, more frequent transactions. This diversification not only stabilised revenue but also expanded our customer base, improved repeat purchase rates, and reduced dependency on seasonal high-value sales.
The Stats (2020 – 2025)
How We Did It
01
Strategy & Discovery
We kicked off with a two-day discovery workshop to map Eco Move’s retail and corporate buyer journeys. A full site audit uncovered:
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Outdated product taxonomy and thin category pages
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Slow load times on mobile (3.8 s average)
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No structured data for products or reviews
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Fragmented marketing channels with no unified tracking
From these insights, we built a roadmap focused on modernising the e-commerce core, seeding high-intent SEO content, and automating lead pipelines.
02
SEO Research & Content Planning
Our SEO team ran extensive keyword and competitor analyses to identify:
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High-value product searches (“best electric scooter UK,” “urban e-bike conversion”)
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Local search opportunities (“electric bike Bristol delivery,” “eco scooter Bristol”)
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Long-tail informational queries for blog content
We then delivered:
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A keyword map linking every primary and secondary term to dedicated category, product, and blog pages
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SEO-first copy for 12 category pages and 6 long-form guides (e.g. “How to Choose Your First Electric Scooter”)
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Metadata templates and internal-linking guidelines for ongoing content creation
03
Web Design & UX Engineering
Working from a mobile-first perspective, we built:
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A modular design system with reusable components for rapid page builds
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Faceted product filters (range, speed, price) for easy discovery
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Trust signals throughout—real-time stock levels, Trustpilot widgets, secure-checkout badges
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Interactive product galleries with 360° views and specification comparators
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Streamlined checkout flow with one-page cart and guest-checkout options
04
Development & Technical SEO
Our development team deployed the site on a headless e-commerce platform for peak performance:
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Server-side rendering and CDN caching for sub-2 s load times
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Product and review schema markup for rich snippets
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Lazy-loaded images, critical-CSS inlining, and automated bundle-splitting
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Enhanced security: HTTPS everywhere, bot-protection on forms, daily backups
05
Paid Media & Lead Generation
We structured Google Ads and social campaigns by product category and audience:
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Search and Shopping campaigns with SKAGs (Single Keyword Ad Groups)
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Dynamic remarketing on Facebook and Instagram for cart abandoners
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Conversion-focused landing pages with pre-filled forms and contextual CTAs
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Real-time bid adjustments based on inventory levels and time-of-day performance
Simultaneously, we launched email workflows:
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Welcome series to convert new subscribers
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Abandoned-cart reminders with dynamic product thumbnails
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Post-purchase nurture for upsells (accessories, service plans)
06
Social Media & Community Building
Our social strategy focused on building a passionate rider community:
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A 12-month content calendar featuring product demos, customer stories, and eco-living tips
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Partnerships with local micro-influencers for unboxing and ride-share videos
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Paid social tests of carousel ads vs. short-form video, optimising for lowest CPL
07
Conversion Optimization & Growth Monitoring
Before launch we ran extensive QA and CRO tests:
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Session recordings and heatmaps to identify drop-off points
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A/B tests on product page layouts, headline copy, and CTA colors
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Full GA4 and Tag Manager setup with custom events for add-to-cart, checkout steps, and B2B form fills
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Weekly performance dashboards and monthly growth sprints to ensure continuous improvement
This integrated, data-driven approach transformed Eco Move’s digital ecosystem into a scalable, lead-driving machine—fueling rapid sales growth, stronger brand authority, and a thriving community of eco-commuters.
354 Subscribers: 25,800 Views — and Boosted Folding E-Bike Sales
In February 2025, EcoMove Bristol released a YouTube video titled “Top 5 Folding E-Bikes for 2025”. Despite the channel having only 354 subscribers, the video achieved 25,800 views, 2,300 hours of watch time, and 131 new subscribers — making it one of the most successful pieces of content the brand has ever produced.
The Objective
The goal was to create a video that would:
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Capture rising interest in folding electric bikes as commuters sought compact transport options. (Brand Awareness)
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Drive qualified traffic to EcoMove’s online store.
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Increase in-store enquiries and test rides for folding models such as the ADO Air 20 and Ampere Go.
Research & Strategy
Through SEO and social trend research, the team identified that “folding e-bikes” and related terms were surging in Google and YouTube search volumes.
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Google Trends showed a seasonal spike from December through March as consumers prepared for spring commuting.
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YouTube keyword analysis (via TubeBuddy and vidIQ) revealed high search intent for “best folding e-bike 2025,” “compact electric bike review,” and “folding e-bike comparison.”
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Competitor benchmarking confirmed that few UK-based retailers were creating long-form, review-style videos comparing models side by side.
The video was designed to fill that gap, an independent, informative buyer’s guide delivered with visual demonstrations, real-world tests, and concise pros/cons for each featured bike.
Content Execution
The video featured five folding e-bike models, each reviewed in detail with shots filmed in the EcoMove showroom and on Bristol streets. The production combined:
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In-store footage to showcase genuine product availability and build brand credibility.
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On-road demonstrations highlighting portability, range, and design.
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Optimised YouTube metadata, including a strong title (“Top 5 Folding E-Bikes for 2025”), a keyword-rich description, and detailed chapters for search visibility.
Thumbnail design used bold colour contrast, product line-ups, and “2025’s Best” phrasing to drive a high click-through rate from both Suggested Videos (40.1%) and Browse Features (39.5%).
Results
After publishing, the video’s performance exceeded all expectations:
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Views: 25.8K (24.1K more than usual)
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Watch time: 2.3K hours
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Subscribers gained: +131 (over 50% subscriber base)
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Average view duration: 5 minutes 22 seconds
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Top traffic sources: Suggested videos (40.1%), Browse features (39.5%), YouTube search (14.5%)
The retention graph showed a strong first-minute hook followed by consistent mid-video engagement — a sign that viewers were genuinely interested in comparing models rather than simply browsing.
Impact on Sales
The video directly supported both online and offline conversions:
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In the weeks following publication, folding e-bike page visits on the EcoMove website rose by 68%.
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Test ride bookings increased, particularly for compact ADO and Eovolt.
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The video became a reference point for customers in-store, often quoted during sales conversations (“I saw your folding e-bike video on YouTube”).
Key Takeaways
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Trend-driven content can outperform subscriber size: high-intent topics matter more than audience size.
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Research is the foundation: analysing search trends, seasonality, and gaps in competitor content positioned the video for success.
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Cross-channel synergy: integrating video with in-store demos and website links maximised real-world sales impact.
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Evergreen content: the topic continues to attract steady views months later, providing ongoing brand visibility.
Conclusion
This campaign proves that with strong research, keyword targeting, and authentic brand storytelling, even a small channel can rival the performance of much larger competitors. For EcoMove, it not only built YouTube momentum but also directly influenced sales performance both online and in-store, setting a benchmark for future content marketing efforts.
