Client Success Story: Improving Traffic, Conversions, ROAS, and AOV

Barbecues Galore, this week’s success story, is an online & brick-and-mortar specialty retailer of outdoor cooking products, patio furniture, fireplaces, and assorted accessories. The business was looking to further push their online presence and drive higher levels of foot traffic to store locations across Canada. They also wanted to increase online traffic and e-Commerce sales.

Barbecues Galore is in an extremely competitive industry which created a significant challenge in this project. They’re up against several retailers with long-standing household names. Making it a long road, to build a larger online presence. 

Multi-Pronged Approach: Optimizing Paid & Organic Search and Conversion-Friendliness for e-Commerce


An account audit was required even though Barbecues Galore has a longstanding active presence in the pay-per-click sphere. This ensured the structure, messaging, and budget were fully optimized for the highest levels of traffic and returns.

Throughout the audit, Reach worked on a campaign-by-campaign basis to fully optimize targeting, messaging, creative, and budget allocation throughout the largely diversified account.


The first phase of maximizing organic search traffic was to start from scratch with in-depth, strategic keyword research, which was conducted across all product and service categories.

Search terms were selected based on potential traffic volume, competitive rankings, user intent, and a focus on mobile-first search and navigation.

Following this, the findings were used as the direction for the upcoming SEO refresh. All page titles, descriptions, and recommendations for refreshed copy were written based on the keyword data collected during this phase.


The third aspect of the Barbecues Galore project overlapped with both the SEM and SEO initiatives.

Reach’s efforts in the PPC and SEO audit were largely concerned with driving both website traffic and engagement.

Looking at conversion rate optimization meant looking at the elements that would have an impact on users deciding to visit their local store or make an online purchase.

To this end, after another thorough website audit focused on goal completions, Reach executed the following key elements in CRO:

  • Addition of new goals in Analytics
    • Focusing on micro-conversions and the customer journey
      • Such as contact form submissions, page product clicks, newsletter signups and adding products to cart
  • A/B testing to determine the best imagery to use for conversion optimization  
    • Specifically lifestyle images (people using products) vs. non-lifestyle images (products on their own)
  • Cleaning up the layout on contact pages and adding more visible above-the-fold content
  • Heat mapping user activity on the home page to determine popular click areas

The Results: Higher Levels of Traffic, Conversion Rates & Organic Revenue With a Huge Spike in ROAS & Average Order Value

  • 224% Increase in average order value (PPC)
  • 115% Increase in organic mobile transactions
  • 108% Increase in organic mobile revenue
  • 67% Increase in organic transactions
  • 56% Increase in overall organic revenue
  • 46% Increase in organic mobile e-commerce conversation rate
  • 41% Increase in organic e-commerce conversion rate

Want to be our next success story? Contact us today to learn more!

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