Case study
What did the website work cover?
I rebuilt and tuned the storefront for speed, conversion, and clearer product discovery. Product pages were restructured around how customers actually browse and search, the checkout flow was simplified to reduce drop-off, and Core Web Vitals were tuned so mobile pages load quickly. CRO changes were rolled out continuously against tracking data, with iterations based on real user behaviour on the site.
What did the SEO and AEO strategy involve?
The store reached first-page Google rankings on almost the entire product catalog. The work covered keyword targeting at the product, category, and informational level, technical health (crawlability, indexation, Core Web Vitals, internal linking), on-page optimization, and content built around real buyer intent.
The AEO side added structured data (Product, Offer, FAQ, Breadcrumb), question-and-answer formatting, and entity-level clarity so answer engines like ChatGPT, Perplexity, and Google's AI Overviews can surface the store accurately when shoppers ask about products in this category.
How were the Google and Meta campaigns run?
Paid media on Google and Meta ran across several objectives, not just direct sales. That included online conversion campaigns where attribution made sense, brand and engagement campaigns to grow audience and visibility, and retargeting flows to recover users who had browsed, added to cart, or abandoned checkout.
Because Tokyo Store also runs physical retail, a clean online ROAS figure doesn't capture the full impact of an ad, so campaigns were planned around the role each one actually played in the funnel rather than judged on a single sales metric. Creative, audiences, and budgets were adjusted regularly based on performance and engagement data.
What does the tracking and analytics setup do?
I built advanced ecommerce tracking with full-funnel visibility, capturing every step from first impression through to repeat purchase. Tracked events include the full ecommerce set (view_item, view_item_list, add_to_cart, begin_checkout, add_payment_info, purchase) alongside engagement signals like scroll depth, on-site search, and wishlist activity.
What internal AI tools were built?
I prepared a custom AI-assisted messaging system to speed up customer responses while keeping the brand voice consistent across channels.
Similar automations were applied to other internal workflows, cutting repetitive manual work across support, fulfilment coordination, and daily operations.
What changed for the business?
Tokyo Store now operates on a tighter, more measurable growth stack. The product catalog ranks on the first page of Google for almost every item, the brand surfaces inside AI-generated answers, paid campaigns run with clearer intent and better data behind them, the storefront converts faster and cleaner, and internal tools let the team handle higher volume without proportionally growing headcount.