“Yates provided a really clear roadmap and playbook that we were actioning against. There was always a clear next step, a clear picture of where we were going. We started to see results pretty quickly.”
Express built UpWest around comfort, natural materials, and fair pricing. We ran the strategy, SEO, and research that turned a new brand into a durable business.
Total revenue
Return on the SEO investment
Returning customers
Express built UpWest around comfort, natural materials, and fair pricing. It launched as a startup inside a large public retailer. The brand was clear from day one. The problem was the category. Comfort apparel is one of the most crowded corners of online retail and the cost of buying growth there can outrun the growth itself.
UpWest needed growth the parent company could see in revenue and margin, at a cost the business could live with, without paying for every sale with ads.
We worked with the CEO, CMO, and the ecommerce and product leaders, starting with an off-site workshop near headquarters that turned the brand’s targets into a roadmap. Weekly strategy sessions followed. Research uncovered audiences the brand had not been reaching and fed consumer insight into new designs. The SEO program was built for durable, low-cost traffic. The conversion work turned more of the traffic already arriving into customers. We taught each piece as we built it.
Total revenue grew 70% with DTC revenue up 45%, the SEO program returned 450% on its investment, and paid traffic cost 20% less on flat spend. Returning customers rose 20% and average order value 10%. The UpWest team runs the strategy, the SEO, and the research today, across marketing, ecommerce, and creative.
StrategySEOMarket researchCRO
Tell us what is happening in your business and we will tell you what we would look at first.
We ran the growth strategy, the SEO program, the market research, and the conversion work on the site, working with the CEO, CMO, and the ecommerce and product leaders from an off-site workshop through weekly strategy sessions. Each piece was taught as it was built and the UpWest team runs it today.
The SEO program was built for durable, low-cost traffic rather than paid clicks. Traffic grew on flat spend and paid traffic cost 20% less. The SEO program returned 450% on what it cost.
UpWest is a comfort apparel brand Express built around natural materials and fair pricing. It ran as a startup inside a large public retailer, which meant growth had to show up in revenue and margin the parent company could see. Total revenue grew 70% with DTC revenue up 45%.