A destination for different sports and different brands.
Sports Central’s catalogue spans footwear, apparel and accessories from multiple sports brands. Helping customers discover the right products requires both useful category organisation and a clear path to purchase.
Make a broad catalogue easier to discover and shop.
Earlier site limitations made product discovery and campaign merchandising harder. The business needed a stronger online channel during pandemic-era retail disruption, with navigation and content that connected customers to relevant products.
Connect search architecture with the shopping experience.
Organise around customer intent
Develop brand and product-category landing pages, collection content and evergreen articles.
Create room for merchandising
Improve navigation and reusable page sections for campaign content.
Make product choices clearer
Address brand-specific size charts, product badges and collection filtering in subsequent maintenance.
Support everyday operations
Deliver documented mobile-navigation fixes and shipping-rate implementation, separating completed work from advisory items.
A dated improvement in organic discovery.
In 2024 versus 2023, Google-organic sessions increased 27.70% and Google-organic attributed net sales increased 34.66%. Store conversion improved 39.4% on a relative basis, from approximately 0.35% to 0.49%. These are observed results, not isolated agency-caused lift. Direct sessions declined in 2024, and Google-organic sessions declined in 2025, so the case does not imply all-channel or continued growth.
Google-organic sessions
Google + organic sessions, not all referrals.
Google-organic net sales
Shopify last-non-direct-click attributed net sales.
This is a dated channel improvement. Google-organic and direct sessions subsequently declined in 2025.
Conversion-rate growth
Calculated from raw completed-checkout/session ratios; approximately +0.139 percentage points.
Add-to-cart rate
Observed session-based rate; +40.24% relative change.
These are observed funnel changes, not proof of a causal CRO intervention. Add-to-cart rate is not cart abandonment.
¹ Shopify, calendar 2024 versus 2023; Google-organic traffic and last-non-direct-click attributed net sales. ² Store conversion is calculated from raw completed-checkout sessions divided by sessions, not rounded displayed rates. These are distinct channel and store measures. Later declines are not omitted from the comparison context.
