Project Background
Boxxnstore is a storage solutions provider based in Dubai, offering moving, luggage storage, and self-storage services. The business operates in a highly competitive market where digital presence and lead generation play a critical role in customer acquisition.
The client approached me with the goal of improving online visibility, driving qualified leads, and increasing conversions from their website and Google Business Profile (GBP).
Objectives
- Increase website traffic through organic and paid channels.
- Improve conversion actions (phone calls, WhatsApp clicks, contact form submissions).
- Optimize engagement by analyzing GA4 data and user behavior.
- Strengthen local search presence and Google Business Profile interactions.
Category
Product Design
Clients
X_Design Studio
Location
Melbourne, Australia
Published
September 25, 2023
Strategy
- SEO & Content Optimization
- Optimized service pages with localized keywords (“self storage in Dubai,” “luggage storage facility,” “movers in Dubai”).
- Improved on-page structure to align with user search intent.
- Conversion Tracking Setup
- Implemented GA4 with key event tracking for phone clicks, WhatsApp clicks, contact form submissions, and chat interactions.
- Integrated Google Business Profile insights for calls and actions.
- Performance Monitoring
- Compared baseline data from December 2024 with post-optimization results in May 2025 to measure growth.
- Focused on actionable KPIs: sessions, user acquisition channels, engagement events, and direct call inquiries.
Results
1. Traffic & User Acquisition Growth
- Organic Search sessions increased by +7.7% (154 sessions), showing steady growth in non-paid visibility.
- Paid Search remained the largest acquisition channel, driving 201 sessions in May 2025.
- Direct traffic declined (-31.5%), suggesting users increasingly find the business via search channels rather than typing in the URL directly — a positive shift toward discoverability.
📌 Key Impact: SEO improvements translated into new user growth and a stronger reliance on search channels rather than dependent referral patterns.
3. Engagement & Event Tracking
- Phone Clicks: Increased by +11.5% (68 events).
- WhatsApp Clicks: Exploded with a +150% increase (10 events vs. 4 prior).
- Contact Form Submissions: Tracked earlier in Dec 2024 (4 events), though with less activity in May.
📌 Key Impact: Strong growth in direct communication channels shows improved call-to-action placements.
4. Google Business Profile Performance
- Calls from GBP grew from 10 (Dec 2024) ➝ 27 (May 2025), a +285.7% increase.
- Clear correlation between improved visibility, local keyword integration, and direct customer actions.
📌 Key Impact: Optimizing GBP boosted real offline conversions, bridging the gap between online traffic and service inquiries.
5. Page-Level Insights
- Service-related pages showed mixed performance:
- Best Movers and Packers – 147 views (-7.5%)
- Luggage Storage Facility – 96 views (-7.7%)
- Self Storage in Dubai – +50% growth (24 views)
📌 Key Impact: While some service pages saw declines, specialized storage pages grew significantly, suggesting customer interest is shifting toward more targeted storage solutions.
Conclusion & Learnings
The project demonstrated that a data-driven approach integrating SEO, GA4 insights, and GBP optimization directly impacts business outcomes.
✅ Website user acquisition via Organic Search improved steadily (+7.7%).
✅ Customer engagement through key actions (calls, WhatsApp, form submissions) significantly rose.
✅ Google Business Profile became a strong conversion channel, boosting calls by 285.7% YoY in May 2025.
✅ Local visibility strengthened in Dubai, while international traction foreshadowed future market expansion potential.
