Customer story

Organic grew from 21% to 58% of revenue

A Bandra D2C skincare brand was over-dependent on paid acquisition. Webzenia built programmatic category and ingredient pages and ran a CRO pass on product pages, making organic the cheaper engine and taking it from 21% to 58% of revenue.

58%

of revenue from organic

4.4x

blended ROAS on retained paid

21% → 58%

from paid dependence

The challenge

A Bandra-based D2C skincare brand grew on paid social, and it worked until it didn't. Rising ad costs meant each order carried more media spend than the last, and organic sat at 21% of revenue with no room to grow the way the site was built.

The catalogue had product pages but nothing for the way shoppers search skincare: by concern, by ingredient, by routine. Buyers researching niacinamide or a routine for oily skin found competitors and marketplaces first, and the brand paid to reach the same people through ads instead.

The approach

Webzenia built the organic surface the catalogue was missing. Query research mapped how skincare buyers search by concern and ingredient, and the team generated programmatic category and ingredient pages against those terms at scale.

Each page was written to help a shopper decide, linking to the products that fit the concern so the content earned the traffic and the storefront converted it. Technical SEO kept the programmatic set clean, with canonical rules and internal linking that let hundreds of pages rank without cannibalising each other.

A CRO pass tightened the product detail pages the new traffic landed on. Clearer benefit copy, review placement and a faster mobile path lifted conversion on the visits organic was now sending.

GA4 and Shopify reported organic and paid revenue on one view, so the brand could scale back paid deliberately as organic took the load, rather than guessing.

The results

Organic grew from 21% to 58% of revenue over nine months. The concern and ingredient pages ranked for the searches shoppers run before they buy, and organic became the cheaper engine behind the brand's growth.

Retained paid ran at 4.4x blended ROAS. With organic carrying the volume, paid spend focused on the campaigns that actually returned, and the blended economics improved instead of eroding.

The brand cut its dependence on paid acquisition without cutting growth. Every new page compounded, so the shift from 21% to 58% held and the cost of each order came down as organic matured.

Organic + paid · Shopify + GA4of revenue from organic