Client Overview

The Challenge

Zahara Threads, a mid-sized Pakistani fashion brand, approached IMJD with several critical business challenges:

• Low organic visibility: Only 15% of traffic from search engines (Google/Bing)
• High customer acquisition cost (CAC): PKR 1,200 per customer via Facebook Ads
• Poor conversion rate: 0.8% website conversion rate (industry avg: 2-3%)
• Limited brand awareness: Weak social media presence (12K followers, <1% engagement)
• Technical issues: Slow site speed (4.2s mobile load time), poor mobile UX

Goals

• Increase monthly revenue by 150% within 6 months
• Reduce CAC by 40%
• Improve organic traffic share to 40%+
• Achieve 3% conversion rate

Our Strategy

Phase 1: Technical Foundation (Month 1-2)

1. Technical SEO Overhaul

• Migrated to faster hosting (reduced load time from 4.2s → 1.8s)
• Implemented lazy loading for product images
• Added structured data (Product, Offer, Breadcrumb schemas)
• Fixed 127 crawl errors and 43 broken links
• Created comprehensive XML sitemap

2. Conversion Rate Optimization (CRO)

• Redesigned product pages with larger images, clearer CTAs
• Simplified checkout from 5 steps → 2 steps
• Added trust badges (SSL, COD, free returns)
• Implemented exit-intent popups (10% discount for first-time buyers)

Phase 2: Content & SEO (Month 2-4)

1. Keyword Strategy

• Identified 120 high-intent keywords (e.g., "buy kurta online Pakistan", "lawn suits Karachi")
• Created 45 SEO-optimized category and product pages
• Published 12 blog posts (styling guides, trend reports)

2. On-Page SEO

• Optimized 200+ product titles and descriptions
• Added alt text to 1,500+ product images
• Internal linking strategy (cross-selling related products)

Phase 3: Paid Media & Social (Month 3-6)

1. Google Ads Strategy

• Launched Shopping Ads for top 50 products
• Search campaigns for high-intent keywords
• Retargeting campaigns (RLSA) for cart abandoners
• Budget: PKR 250,000/month

2. Social Media Marketing

• Daily Instagram Reels (styling tips, new arrivals)
• Facebook carousel ads showcasing best-sellers
• Influencer partnerships (10 micro-influencers, 50K-200K followers)
• User-generated content campaigns (#MyBrandStory)

3. Email Marketing

• Abandoned cart recovery emails (22% recovery rate)
• Weekly newsletters with new arrivals + discounts
• Segmented campaigns (VIP customers, first-time buyers)

Results Achieved

Detailed Metrics

• Monthly Revenue: PKR 2.5M → PKR 10M (+300%)
• Organic Traffic: 4,500 sessions → 23,400 sessions (+420%)
• Keyword Rankings: 8 top-3 keywords → 47 top-3 keywords
• Social Media Followers: 12K → 68K (+467%)
• Instagram Engagement Rate: 0.9% → 4.2%
• Email Subscribers: 2,100 → 18,500 (+781%)
• Google Ads ROAS: 2.8x → 6.2x
• Page Speed (Mobile): 4.2s → 1.8s

Key Takeaways

1. Technical SEO is the Foundation

Fixing site speed and mobile UX alone improved conversion rate by 1.2 percentage points before any traffic increases.

2. Integrated Channels = Compounding Results

SEO built long-term brand authority, PPC captured high-intent buyers, and social media nurtured brand loyalty. Each channel amplified the others.

3. Content Drives SEO & Conversions

Blog posts about "how to style kurtas" ranked #1-3 for multiple keywords and drove 18% of total conversions through internal links to product pages.

4. Data-Driven Optimization

Weekly analysis of GA4 data, heatmaps (Hotjar), and A/B testing led to continuous improvements in conversion rate and ROAS.

5. Pakistan Market Nuances

• Cash on Delivery (COD) is critical for trust (70% of orders)
• WhatsApp integration for customer support reduced cart abandonment
• Local influencers (Pakistan-based) had 3x better engagement than international

"IMJD transformed our business. Their technical expertise, creative content, and relentless optimization helped us go from a struggling brand to a market leader. The 300% revenue growth speaks for itself, but what impressed me most was their deep understanding of the Pakistani e-commerce landscape."

- Aisha Rahman, Founder, Zahara Threads

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Published: December 20, 2025 | Industry: E-commerce | Services: SEO, PPC, Social Media

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