Complete Marketing Funnel Strategy for an eCommerce Brand in Sydney – 240% Growth in 13 Months

The client is one of Australia’s largest Eyelash & Eyebrow Beauty Brands — a high-volume eCommerce business selling premium lash products, brow kits, and beauty tools across Australia.
Despite strong branding and product quality, the brand struggled with funnel optimisation, SEO structure, and ad conversions.

I faced following Challenges

Action / Process (Step-by-Step Implementation)

Full Website Audit (Technical + CRO + SEO)

Identified duplicate metadata across 40+ pages
Fixed broken links, pagination, non-indexed pages
Improved site speed (image compression, lazy loading, minimal apps)
Studied customer journey using heatmaps & click recordings
Rebuilt URL structure for clarity & conversions

On-Page SEO Improvements

Unique meta titles & page descriptions for every product and collection
Updated H1/H2 structure across product pages
Introduced AI Overview blocks for trust-building
Improved product descriptions for search intent
Implemented product schema & review schema

Off-Page SEO & Backlink Strategy

Funnel Strategy & Landing Pages

Rebuilt all landing pages with proper mobile-first design
Added urgency triggers (stock counters, reviews, benefits)
Clear CTA structure & sticky add-to-cart bar
Build-your-own-bundle page for higher AOV
Multi-step quiz funnel for lash types

Ads Setup (Meta + Google)

Email Marketing & Automations (Klaviyo)

Before / After Results (13 Months)

Before

After (13 Months)

240% overall growth
3.1% → 6.9% conversion rate (2.2x increase)
Email revenue increased to 27% of total revenue
Meta ROAS improved from 1.7 → 4.3
Top 5 rankings for major beauty keywords in Australia
Higher returning customers & subscriber growth

Client Reviews & Testimonials

We tried multiple agencies before, but Rafay was the only one who fixed the core issues. Our sales doubled, and everything is smoother now.” “Amazing communication, quick work, and deep understanding of eCommerce. Can’t recommend him enough.” “Our landing pages have never performed this well. Truly grateful.”

Business Owner

What I Learned & What I’d Do Next?

What I Learned

Even large eCommerce brands fail when the fundamentals are ignored — metadata, user flow, page structure, and funnel logic. Fixing the basics creates massive growth when combined with strong marketing.

What I Would Do Next