Client: Goodlife Pharmacy
Industry: Health, Beauty & Wellness
Engagement: eCommerce SEO + CRO + Performance Hosting
Start Date: January 2020
The Challenge
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 specialized WordPress and SEO agency based in Kenya. With nearly 20 years of experience, Mehul helps agencies and businesses build scalable SEO strategies, performance-optimized websites, and conversion-driven content marketing frameworks.