Customer story
Store and enquiry clicks up 3.1x for a Nehru Place electronics retailer, across NCR.
A Nehru Place electronics retailer was losing comparison shoppers to marketplaces across Delhi NCR. Webzenia rebuilt the site's category structure and built local and comparison content for the buyers searching model against model before they visit.
The challenge
A Nehru Place electronics retailer had built a loyal walk-in customer base over two decades, but online, its buyers were going straight to marketplaces to compare prices and specifications before ever considering a visit to the shop.
Someone shopping for a laptop or a camera in Delhi, Gurugram or Noida was typing comparison searches, model against model, price against price, and the retailer's site had no category structure to catch that intent. Product listings sat several clicks deep with no way for a comparison search to land on the right page, so every one of those searches ended on a marketplace instead.
The approach
Webzenia rebuilt the site's category structure first, using Screaming Frog to find where product and category pages sat too deep to be found, and flattened the path so a comparison search could land directly on the right listing.
Local SEO followed, with the Google Business Profile optimised for Nehru Place searches and location pages built for Gurugram and Noida buyers who wanted a nearby store before they bought.
The team then built comparison content, model against model, price bracket against price bracket, targeting the exact searches NCR shoppers run when weighing a marketplace listing against a local retailer.
Call tracking layered onto GA4 tied organic sessions to store visits and phone enquiries, not just clicks, so the retailer could see which comparison pages actually drove a sale rather than a browse.
The results
Organic store and enquiry clicks grew 3.1x. The flattened category structure let comparison searches land directly on a product page instead of dead-ending on the homepage.
Cost per lead fell 46% against paid search. Local and category pages kept ranking after the campaign spend stopped, unlike the ads they replaced.
More than 120 NCR keywords reached page one. Buyers across Delhi, Gurugram and Noida began finding the retailer directly in comparison searches that used to end on a marketplace.
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