Challenges
- Highly price-sensitive fitness & leisure market
- Managing 200+ SKUs across multiple categories
- Seasonal demand spikes (January & summer)
- Low brand trust compared to Amazon
- Separate UK & EU stores post-Brexit
Case Study: UK Home Fitness & Outdoor Brand — Scalable Growth in a Price-Sensitive Market
How a value-driven Shopify brand scaled organic traffic and paid revenue across the UK & Europe while competing with Amazon on price, trust, and performance.
UK Fitness & Outdoor Brand
SEO · Meta Ads · Google Ads · CRO
12 Months
Project Overview
The client is a UK-based value-oriented e-commerce brand selling affordable home fitness equipment and outdoor leisure products such as yoga mats, air beds, sleeping bags, and training accessories.
GridMatrix partnered with the brand to increase visibility, scale paid performance, reduce reliance on marketplaces like Amazon, and expand into EU markets post-Brexit.
Strategy
- Product-led SEO for budget-intent keywords
- Value-focused Meta & Google Ads
- Shopping feed & price competitiveness optimization
- CRO to improve AOV & repeat purchases
- Localized SEO for UK & EU markets
Actions Taken
SEO & Website Optimization
Optimized hundreds of product and category pages to capture budget-focused, high-intent searches while fixing technical SEO issues.
- Product-led SEO for “cheap” & “best value” keywords
- Canonical fixes for UK & EU store duplication
- Improved internal linking & crawl efficiency
Content & Trust Building
Built customer trust through buyer guides, comparisons, and value-focused content.
- “Best Under £100” buyer guides
- Product comparison & review content
- Beginner fitness & camping guides
Meta Ads Campaigns
Executed full-funnel Meta Ads with affordability and bundles as the core messaging.
- Advantage+ Shopping campaigns
- Dynamic Product Ads
- Seasonal fitness & outdoor campaigns
Google Ads & Shopping
Captured price-conscious demand using Google Search, Shopping, and YouTube product demos.
- Budget-intent & price-modifier keywords
- Optimized Shopping feeds with custom labels
- YouTube demo & testimonial ads
Results (12 Months)
+190%
Organic Traffic
3.8x
Meta ROAS
4.8x
Google Shopping ROAS
-42%
CPA Reduction
+165%
Paid Revenue Growth
Final Result
The brand scaled profitably across UK and EU markets, reduced reliance on Amazon, improved average order value through bundles, and built a strong owned audience.
Revenue Growth165% YoY paid growth
Market ExpansionEU store scaled post-Brexit
Brand ControlAmazon dependency reduced to 35%