Microdothelmets.co Case Study & Review – 298% Year on Year Growth

Company

MicroDOT are the designers and manufacturers of the world’s smallest and lightest DOT Beanie Motorcycle Helmets. Designed to fit all bikers and riders, with an emphasis on safety. 

Based in Texas, US the owner Mike ‘Mad-Dog’ Lowthorpe sells direct to consumers all over the world and supplies wholesale to retailers all over the US.

A prominent figure in the biker community for 40 years, Mike attends events and rallies up and down the US at the Thunder in the Hill Country, TX. Thunder Valley Rally, AZ, Bikes, Blues and BBQ and AR as well as many others. 

Problem

We were originally approached by the company back in 2022 when they needed a more responsive website that was user friendly on mobile devices. They needed SEO integrated into their theme and a theme that updated with the ever changing algorithms from Google.

Back then, the business relied heavily on Facebook paid ads  as their primary channel and they were hit hard by the iOS14 update. 

Like many businesses, they had neglected their SEO for many years but realised that hey needed to reverse their thinking and focus more on organic for the long term stability of the business.

Tired of rising ad costs with a diminishing ROAS, the business wanted to find a long-term partner that could and would take a much more ‘organic-centric’ approach to their marketing as they knew that organic was by far their highest converting channel.

With few Shopify agencies that specialized in organic, dealing with Shopify’s technical SEO  root problems, we made their shortlist of preferred suppliers.

Despite being stung by so many agencies with little or no return, Mike finally decided to with our premium design, build and optimization service ULTIMATE Retail Growth because of our world exclusive Shopify technologies and our expertise in organic growth.

Solution

We took a detailed design brief from Microdothlmet.co and upgraded their slow, outdated 1.0 to RankHigherTheme 2.0 in 2022 and we recently upgraded their store again to RankHigherTheme v4.0 in May 2024.

We manually optimized their product feed of 160+ SKU’s for the search engines, our filter tech and the Google Shopping Comparison Service.

We planned, installed and configured our Shopify AAP® SEO Product Filter tech which unleashed 100’s more fully optimized, high converting landing pages in the search engines.

We fixed all keyword, metadata and ‘on-page’ content duplications.

We performed app compatibility testing on a significant number of apps on their new theme and removed all hidden, unused JavaScript code from previous, unused apps that were seriously slowing their Google’s PageSpeedInsights scores down causing them to fail Google’s core web vitals.

We ran post launch technical analysis to ensure a smooth transition to our tech.

Since 2020 we have been working and helping Micro DoT Helmet Co. with many aspects of their marketing strategies which has included: 

Ongoing technical SEO and UX support, still in 2024.

We designed and executed a long term SEO content marketing plan to boost organic traffic and conversions as well as build up domain authority.

We built and are still managing and optimizing a high performing international Google Shopping campaign.

We run short-term geo-targeted Google Ads campaigns when Mike is attending biker events and rallies.

We still provide ongoing monthly marketing, consultancy, support and reporting on a rolling 12 month contract.

Results

Since starting to work with Micro Dot Helmet Co back in January 2022, we have overseen just over a 7-figure sales growth and a multiple 7-figure revenue growth, despite the enormous reduction in ad spend.

In June 2024…

• Organic sales are up 299% year on year in 2024

• Conversion rate increase of 84% year on year

• Overall site sessions are up 35% year on year

• 936% ROAS with a large Google Ads budget and we’re about to start media buying on Meta ads too.

• Page Load Speed Score proved from 32 on mobile to 70 (even with many apps) 

Testimonial