Developing e-commerce Sales with SEO – Désir & Moi Case Study

Goals

Désir & Moi, a retailer specializing in erotic toys, reached out to me in May to help grow their online sales. For this initial mission, we set two main objectives:

• Establish marketing priorities: Identify the most relevant levers to maximize online sales growth based on Désir & Moi’s strengths and market opportunities.
• Audit the site’s organic SEO: Assess the current state of their SEO to pinpoint areas for improvement and enhance the site’s natural visibility on search engines.

These two objectives represented a strategic starting point to structure an effective action plan and help Désir & Moi achieve their commercial ambitions.

Actions

To meet the defined objectives and support the growth of Désir & Moi’s online sales, here are the actions we implemented:

SEO Optimizations:

• Category and brand pages optimization: Added SEO-friendly content to category and brand pages.
• Regular blog articles: Created an editorial calendar and published regular blog articles to attract new visitors and provide content for social media.
• Technical performance improvements: Optimized the site’s hosting to enhance loading speed, positively impacting both user experience and SEO.

Sales Development:

• Commercial calendar implementation: Developed a structured calendar to organize promotions during key periods. These commercial actions aimed to increase the average cart value and build loyalty among existing customers.

These actions were carried out in close collaboration with Désir & Moi’s internal team, whose expertise played a critical role, particularly in drafting SEO content and blog articles. Their team has been a significant asset, helping lay the foundation for an effective marketing strategy while enhancing the site’s visibility and performance.

Results

The SEO optimizations had a direct impact on website traffic and sales. Between June and December 2024, we observed a 71% increase in site visitors and a 28% growth in online sales. Category and brand pages became the primary entry points to the site via search engines, driving a new flow of visitors.

Although the Search Console was only implemented in May, preventing direct year-over-year comparisons, the available data reveals a clear trend: impressions and clicks have steadily increased over the past six months. These results confirm the positive impact of the actions taken on Désir & Moi’s site visibility and performance.

Next steps

In 2025, we plan to intensify marketing efforts by launching campaigns on Google Ads and Meta to boost Désir & Moi’s visibility and attract more customers to the site. At the same time, we will focus on improving the site’s conversion rate by optimizing the user journey to make it more fluid and intuitive, as well as enhancing the visibility of strategic products and promotions. These initiatives aim to maximize marketing efficiency and support the growth of online sales.

About Désir & Moi

Since 2012, Désir & Moi has established itself as a key player in the erotic products and lingerie industry. The company offers a wide range of high-quality products, including love toys, lingerie, lubricants, and erotic games. Operating across multiple channels, Désir & Moi has Love Boutiques in Liège and Brussels, an e-commerce site with an extensive product selection, organizes home demonstrations, and actively participates in events and trade shows. With an inclusive, judgment-free approach, Désir & Moi provides personalized advice to enhance its clients’ love lives and meet their desires with professionalism and care.