Client: Goodlife Pharmacy
Industry: Health, Beauty & Wellness
Engagement: eCommerce SEO + CRO + Performance Hosting
Start Date: January 2020
Goodlife Pharmacy's Ascent to Kenya's Top Wellness Destination with
Goodlife Pharmacy wanted to become Kenya’s top online wellness destination, but had no eCommerce site and zero organic visibility. They needed a full digital transformation—fast.
- Build a user-friendly online store from scratch
- Rank in Google for competitive product categories
- Drive traffic that actually converts into sales
- Support performance with fast, scalable hosting
The Strategy
1. Fast, SEO-Ready Infrastructure
- WooCommerce + WordPress setup
- LiteSpeed Hosting with Redis + Cloudflare CDN
- WebP image optimization + Lazy Loading
- SEO-optimized category pages with clean URLs
- Blog content targeting real customer search queries
2. Technical SEO Setup
- Schema markup for products, reviews, and FAQs
- Mobile-first design and optimized page speed
- Internal linking, canonical tags, robots.txt and sitemap
3. Conversion Rate Optimization (CRO)
- Heatmaps and session recordings for user behavior
- A/B testing of product pages and checkout layouts
- UX/UI audits to streamline navigation and CTAs
- Tripwire offers to encourage first-time buyers
- One-click checkout implementation
- Recovered 10% of abandoned carts (which were 30% of total visitors)
The Results (Jan – June 2020)
| Month | Organic Visitors | Conversions (2%) | Revenue (KES 4,500 Basket) |
|---|---|---|---|
| Month 1 | 500 | 10 | KES 45,000 |
| Month 2 | 4,000 | 80 | KES 360,000 |
| Month 3 | 12,000 | 240 | KES 1,080,000 |
| Month 4 | 25,000 | 500 | KES 2,250,000 |
| Month 5 | 42,000 | 840 | KES 3,780,000 |
| Month 6 | 60,000 | 1,200 | KES 5,400,000 |
| Total Revenue (6 Months) | KES 12,915,000 | ||
Performance Improvements
| Metric | Before | After |
|---|---|---|
| PageSpeed (Mobile) | 37 | 91 |
| Load Time | 7.2 seconds | 1.8 seconds |
| Core Web Vitals | Fail | Pass |
Beyond the Numbers
- Conversion rate rose from 2% to 23% (repeat buyers)
- 27% of customers returned after 3 successful purchases
- SEO + CRO synergy reduced reliance on paid ads
- Strong internal linking boosted authority across key categories
Takeaway
SEO isn’t just about rankings—it’s about building momentum, earning trust, and converting traffic into long-term value. Goodlife’s success came from doing the fundamentals right: clean structure, fast speeds, conversion thinking, and user-first content.
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Mehul Shah is the Founder and Managing Director of SEO Smart Limited, a specialised WordPress and SEO agency based in Kenya. With nearly 20 years of experience, Mehul helps agencies and businesses build scalable SEO strategies, performance-optimised websites, and conversion-driven content marketing frameworks.Mehul Shah is the Founder and Managing Director of SEO Smart Limited, a specialised WordPress and SEO agency based in Kenya. With over 20 years of experience, Mehul helps agencies and businesses build scalable SEO strategies, performance-optimised websites, and conversion-driven content marketing frameworks.