/Work/Origin

Driving$3.31MinadditionalsalesandSEOmarketdominanceforOriginUSA

This case study showcases how Codal's integrated strategy of CRO and advanced technical SEO transformed Origin's eCommerce platform, driving significant growth and market dominance.

INCREASE IN ADD-TO-CART

46%

INCREASE IN CHECKOUT COMPLETION

28%

INCREASE IN SNIPPET VISIBILITY

95%

Challenge

Solution

Result

Origin is a proud American manufacturer of apparel, footwear, and Brazilian Jiu-Jitsu equipment, dedicated to producing goods domestically. Operating on the Shopify Plus platform, the brand has built a strong reputation for quality and craftsmanship.

The challenge

Origin's eCommerce platform, while successful, had room for improvement to compete in the highly competitive online apparel market. The brand had strong website traffic, but a significant number of visitors were leaving before completing a purchase, resulting in low add-to-cart and checkout completion rates. This behavior, along with high bounce rates and limited product visibility in search results, signaled a need for strategic optimization.

To address these issues and prepare for high-volume sales events like Black Friday and Cyber Monday, Origin needed a partner who could provide a clear, data-driven roadmap. They required a solution that would deliver immediate performance gains as well as establish a scalable, search-optimized foundation for sustained growth.

“From our migration to Shopify to ongoing CRO, UX, and feature development, they've consistently brought world-class technical talent, thoughtful strategy, and a collaborative spirit to the table. They're not just executors — they push us to think bigger and better. Their ability to balance speed with quality, and vision with precision, has made them indispensable.”
Justin Parker, Director of eCommerce

The solution

Recognizing Origin's need for a comprehensive strategy, we assembled a cross-disciplinary team of search engine optimization (SEO) experts, conversion rate optimization (CRO) specialists, and engineers. Our approach wasn't to simply fix individual problems, but to create a unified optimization strategy that addressed the entire user journey and improved search visibility simultaneously. We began with a full-site audit to pinpoint specific areas of friction and opportunity. From this deep understanding, we crafted a tailored solution that combined ongoing CRO testing with advanced technical SEO enhancements.

Through a managed services model, we continuously refined and optimized the platform, using data from analytics, heatmaps, and user feedback to inform every decision. This holistic and iterative process ensured that every change we implemented was strategically aligned with Origin's growth objectives.

Advanced technical SEO for market dominance

To unlock more organic visibility and expand Origin's market reach, our team, including a generative engine optimization (GEO) consultant, implemented a series of advanced technical SEO enhancements. We went beyond standard SEO practices, focusing on component-level refinements and structured data optimization. This included implementing advanced ProductGroup schema to ensure complete product variant indexing and comprehensive review schema to display star ratings in search engine results pages (SERPs). We also focused on page speed optimization and semantic HTML markup to improve crawlability and indexation, making the site more performant and discoverable.

These initiatives included:

Advanced structured data: Implementing complex schema markup to provide search engines with rich, detailed information about products and reviews.
AI-optimized content: Leveraging AI to create product descriptions that were semantically and conversationally optimized for modern search engines.
Page speed optimization: Achieving a lightning-fast average load time of 1.74 seconds across key templates, which is critical for both user experience and search rankings.

Conversion rate optimization and user experience

To create a frictionless shopping experience that converted more visitors into buyers, our team ran over 30 data-driven ABn tests in a 12-month period, using Webtrends Optimize for statistically sound measurement.

Guided by analytics and user behavior insights, we optimized the journey from first pageview to purchase, focusing on product page layouts, multimedia formats and placement, mobile navigation and segmented product optimization. Each experiment was built on a measurable hypothesis, ensuring that only proven improvements were rolled out. Where urgency tactics and social proof were introduced, they were applied selectively and validated for their ability to increase purchase confidence without disrupting the user experience.

Our evidence-based approach not only reduced friction and built trust, but also supported the site’s SEO gains by enhancing usability and engagement, laying a strong foundation for sustainable growth.

The result

Custom eCommerce solutions and AI automations drive future success

By strategically blending CRO with technical SEO, Codal delivered immediate, measurable revenue gains while building a scalable foundation for long-term growth. The results speak for themselves.

Our CRO efforts led to a remarkable 46% increase in add-to-cart rates and a 28% increase in checkout completion, directly translating to a 21% rise in online orders. This work culminated in an impressive $3.31M in additional sales over a 12-month period. User engagement also saw a significant boost, with a 35% increase in "stickiness," meaning shoppers were more likely to stay on the site and continue their journey.

On the SEO side, Origin achieved exceptional year-over-year growth. The site now holds 184 #1 keyword rankings and 263 top 3 rankings. This strategic approach also led to multiple SERP feature wins, including rich snippets, featured snippets, and placements in "Popular Products" carousels, reinforcing Origin's market leadership. The seamless integration with Merchant Center further enhanced visibility, driving a 95% increase in snippet visibility and a 17.5% boost in product click-through rates (CTR).

Through our integrated, data-powered approach, we helped Origin solve immediate performance challenges but also future-proofed their platform against algorithm changes and evolving AI-driven search. Origin now has a robust, high-performing digital platform that reinforces its market leadership in premium American-made apparel and tactical gear.

Industry

Manufacturing

Retail & consumer goods

Platform / Partner

Capability

Conversion rate optimization

Technical SEO

Managed services

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