How I Increased Online Orders By More Than 2.4x For Taylors Tobacconists In 3 Months

I was approached by Taylors Tobacconists in Summer 2025 tasked with improving the online visibility of their website and increasing online orders. After an in-depth audit of their website and current digital strategy, it was clear that a recent website migration had been poorly executed and was severely impacting their online visibility, user experience and conversions.

I partnered with Taylors Tobacconists to stabilise performance and drive revenue growth through a focused SEO and conversion rate optimisation (CRO) strategy.

After 3 months, the website not only recovered from their poorly-executed migration – it delivered the strongest online sales performance of all time, with online sales figures 2.4x that of when we started.

Taylors Tobacconists are a long-established tobacconists in Brighton’s North Laine, serving in-store customers from Bond Street since 1989 and more recently online.
When first approached, the business had:
❌ Recently launched a new website
❌ Experienced a poor SEO migration
❌ Seen drops in organic visibility
❌ Suffered from poor user experience and low conversion rates

Despite strong brand recognition in the Brighton area, Taylors Tobacconists’ new website was underperforming online:
❌ SEO from the previous site had not been transferred correctly (in part due to employing a web developer with no SEO background)
❌ Key pages were un-optimised, poorly structured and rapidly dropping from organic search results
❌ Conversion rates were well below expectations for an eCommerce site
❌ Revenue was being lost through declining traffic and abandoned carts

A combined SEO & CRO strategy was implemented over 3 months, with a focus on increasing website traffic, improving conversion rates and maximising online orders.

SEO Focus
✅ Migration clean-up and technical SEO fixes
✅ Improved site navigation and internal linking
✅ Re-publishing removed website content
✅ Search intent alignment for transactional keywords
By the end of month 2, the site was already showing month-on-month organic traffic growth, demonstrating early signs of recovery.

CRO Focus
✅ User experience improvements to reduce friction
✅ Clearer product and category journeys
✅ Checkout optimisation
✅ Trust signals and improvements
✅ Abandoned cart recovery strategy
Order numbers and average order values quickly started to increase as a result of our work.

Taylors Tobacconists’ website experienced a very quick recovery and after just 3 months they were experiencing the strongest online sales performance of all time:
✅ Website orders were 2.4x up compared to when we first started
✅ Items purchased through the website were 2.8x up after just 3 months
✅ Gross monthly revenue was 3.2x up vs before commencing work
✅ £15,122.03 worth of sales that would have previously been abandoned were recovered through a new abandoned cart strategy
✅ 2.8x increase in website users in just 3 months

This project demonstrates how a combined SEO and CRO strategy from T J Donegan turned a struggling website into a strong revenue channel in as little as 3 months. Although we helped this client with SEO in Brighton, we don’t just work locally – we support businesses all across the UK and beyond.

If you want measurable growth – not just traffic – a structured, revenue-led approach makes all the difference!

Request your FREE Online Marketing Audit from T J Donegan now and see what your website can achieve with the right strategy…