Results at a Glance
+156%
Organic traffic
+277%
Organic keywords
+189%
Email-driven revenue
331
Email subscribers in five months, up from 6
The CHALLENGE
An award-winning brand with a website that needed to catch up.
The Fab Bag Company makes plant-based disposal bags under two brands. FabLittleBag is for tampons, pads and liners, and HyGeeni covers nappies, incontinence, stoma care and personal medical products. Founder Martha Silcott has won a string of awards for the idea, from the NatWest British Entrepreneur Awards to the Stationers’ Company Innovator of the Year, and the bags have featured in Vogue.
When we took over the website, the reputation of the brand was ahead of its online presence. The site needed rebuilding, the product pages had to work harder in search, and the email list had six subscribers.
The brief was to give both ranges a proper home on Shopify, then grow the channels the business owns: organic search and email.
What needed to change
A site to rebuild
The website needed rebuilding on Shopify, with a clear home for two product ranges rather than one.
Products that had to rank
Each product needed a page that could be found for the searches that matter, not just a description of the pack.
Content for every use
Periods, sport, nappies, incontinence and stoma care each needed their own content and answers.
An email list of six
With six subscribers, email was not yet a channel the brand could rely on.
Our partnership
A long-term growth partnership, page by page.
Rococo took over the website and rebuilt it, then kept improving it page by page over the years that followed. Alongside the build we ran the organic side, from product optimisation, content and blogs to internal linking and PR, and set up email to turn visitors into subscribers.
Rather than a launch and a handover, the site has been treated as something that keeps getting better, with each round of changes shaped by what the last one showed.
where we support
Site, search, content and email, working as one.
One team across the Shopify store, organic search, PR and email, so the work in each channel feeds the others.
Shopify development
A rebuilt Shopify store with a clear home for both product ranges.
SEO & content
Product pages, blogs and internal links built to grow organic traffic.
Digital PR
Coverage and links that build the authority of the brand in search.
Email & Klaviyo
A subscriber list built up from six, with emails that get opened.
THE STRATEGY
Rebuild once, then improve page by page.
The rebuild gave the brand a site it could grow on. The growth came from what followed: steady work on the product pages, the content around them and the links between them, with email capturing the visitors that search brought in.
01
Rebuilding the site on Shopify
We took over the existing website and rebuilt it on Shopify, with FabLittleBag and HyGeeni each given a clear place in the navigation and their own route to purchase.
02
Optimising page by page
The work did not stop at launch. Pages were reviewed and improved one at a time over the years, from the homepage to individual product pages, so the site kept getting better rather than ageing.
03
Product optimisation
Every product page was optimised for the searches that matter, with clear titles, descriptions that answer the questions people ask, and copy written for customers first.
04
Content and blogs
We built out content and blogs around the moments the products are used, from periods and sport to nappies and stoma care, giving people more ways to find the brand.
05
Internal linking and PR
Internal links connect the blogs to the product pages so authority flows to the pages that sell, while PR builds the reputation and links of the brand from outside the site. Organic traffic grew by 156% and organic keywords by 277%.
06
Building the email list from six
The list started with six subscribers. We set up sign-up capture and regular emails, and grew it to 331 subscribers in five months, with an average open rate of 58%. Revenue driven by email grew by 189%.
The Results
More of the right people finding the brand.
The rebuilt site gave The Fab Bag Company a platform it could keep improving, and the page by page work on products, content, links and PR turned it into a growing source of organic traffic.
Email now captures the visitors that search brings in, so more of that traffic stays in touch with the brand.
- 156% increase in organic traffic
- 277% increase in organic keywords
- 189% increase in email-driven revenue
- 58% average email open rate
- 331 email subscribers in five months, up from 6
- Website rebuilt on Shopify for both FabLittleBag and HyGeeni
- SEO, content, PR and email run by one team
Client Testimonial
Rococo has taken the time to really understand our brands, our customers and the commercial challenges we’re trying to solve. They’ve helped us bring much more structure to our digital activity, from our websites and eCommerce experience through to SEO, email marketing, campaigns and wider growth opportunities.
What we value most is that they don’t look at each channel in isolation, they take a much broader view of the customer journey and how everything works together. They feel like an extension of our team, bringing ideas, direction and a clear sense of priority to what we should be focusing on next.
Martha Silcott
Founder & CEO, The Fab Bag Company
Built for a product people are glad they found.
Customers of The Fab Bag Company often say they wish they had found the bags sooner. The work has been about making sure more people do, with a site, a search presence and an email programme that grow together.
Support across Shopify, search and email.
Let’s talk
Ready to make your store easier to find?
If your brand has a product people love but search and email are not pulling their weight, Rococo can rebuild the foundations and grow them as one connected system.
Book a 30-minute growth call with the team for a focused conversation about your store, your search visibility and your growth opportunities, with no pressure and no hard sell.