W. Titley & Co
We have been working with LION Digital for just over a year and cannot fault them at all. Simon, and the LION Team are extremely professional, thorough in all areas and know what they are doing! Highly recommend.
W. Titley & Co. is a regional leader in practical workwear, casual apparel, and special Western-style outfits for men, women, and children. Their range features iconic Australian brands like Akubra, R.M. Williams, Thomas Cook, Pilbara, Just Country, and Statesman, alongside global brands including Wrangler, Ariat, Cinch, Serratelli, and American Hat Company.
For four generations, the Titley name has been synonymous with quality and service, delivering premium western wear and accessories to customers across Australia and New Zealand. However, despite its enduring reputation, Titleys recognised the need for digital enhancement to match modern retail expectations. With a long-standing relationship already in place, they re-engaged LION to improve the website and its online performance. LION stepped in as a strategic growth partner – effectively taking over the CMO function – and worked closely with the CEO and internal Marketing Coordinator. The teams developed and executed a multichannel strategy to optimise the website, strengthen brand visibility, and drive sustainable digital growth.
THE OPPORTUNITY
While W. Titley & Co. has built a strong offline reputation as a specialist Western Wear retailer, their digital performance was being held back by several critical issues. After conducting a thorough audit, we defined four major opportunities for improvement:
- Slow page load times are potentially impacting conversions and customer experience.
- Low engagement and usability issues, particularly for mobile shoppers.
- Missed Opportunity to highlight unique product offerings like their high-end Western Hats collection through targeted paid media campaigns.
- SEO content quality lacked consistency across branded and generic search terms.
As a retailer that prides itself on exceptional customer service in their physical stores, W. Titley & Co. needed their online experience to match the same standard, and LION Digital developed a tailored multichannel strategy to achieve that.
WHAT WE DID
Building on our comprehensive performance analysis, LION Digital focused on three critical areas:
Site Speed and User Experience Enhancement
We performed a detailed technical audit to identify and resolve performance bottlenecks. Our dev team simplified page layouts and improved product listings, resulting in a 71.7% increase in desktop site speed and a 59.4% improvement in mobile performance. Using internal heat map tools, we gathered comprehensive data on user behaviour to support our UX improvements. We optimised site-wide elements for a mobile-first experience with touch-friendly spacing that reduced friction throughout the customer journey and created a foundation for better conversions.
Conversion Rate Optimisation
Using our internal User Experience Heat Map tools, and analysing device usage against most profitable customers (and to reduce friction points), LION Digital was able to action on this valuable user-behaviour, such as:
- Above the fold layout improvements
- Mobile-first product visibility above the fold
- Optimisation of page speed
- Simplification of large variant of product (sizes)
- Mobile-friendly touch-friendly design
- Automatic discount on specials
- Recently viewed products
W. Titley & Co. achieved their best month on record in April, with purchase revenue increasing by 34% compared to previous months. Conversion Rate was increased by 14% YoY, reflecting better site navigation and mobile UX. Average Order Value: Increased by 14%, showing successful promotion of premium products and higher cart values.
We rebuilt key sections using Shopify 2.0, implementing native filters, custom templates, and metafields to power features like sold-out size displays and automatic discounts. The result was a faster, more flexible mobile-first shopping experience.
Shopify Plus provided the platform flexibility and API capacity needed to support deeper integrations and advanced functionality across the site.
Before
After
- Optimised above-the-fold space to showcase more products.
- Replaced large style buttons with compact, click-friendly filter style buttons for faster browsing.
- More aesthetically pleasing and mobile-friendly site let us to a record-breaking month.
SEO and Content Strategy
Our content enhancement strategy focused on improving organic search visibility while maintaining W. Titley & Co.’s authentic brand voice. We optimised product descriptions, category pages, and informational content to better align with customers’ search intent. This targeted approach led to a 39% increase in content page impressions year-on-year and brand impressions’ growth in organic traffic by 25.4%.
Q4 of 2024 showed particularly strong organic search performance with 4.3M impressions and 66.3K clicks, demonstrating that our optimised content was effectively reaching the right audience at key purchasing moments.
SEO Visibility: +37% AU organic clicks, +63% impressions, improved average ranking
Brand Authority: +64% branded clicks YoY in AU, 2nd position avg.
Product Discovery: +248% clicks on product snippets, +264% clicks on merchant listings
Mobile UX Gains: Mobile clicks +14.5K, validating CRO & layout changes
Content ROI: Content-driven impressions up 39%), helping drive increased qualified traffic
3 Month Period – 01/03/25 – 31/05/25 (Compared YoY)
|
Australia |
Global |
||||
|
Clicks Impressions CTR Avg. Position |
65.2K 3.44M 1.9% 10 |
+17.6K +1.33M +0.4% -1.1 |
Clicks Impressions CTR Avg. Position |
68.8K 5.29M 1.6% 19.5 |
+18.8K +2.2M +0.3% -0.8 |
|
Australia – Branded |
Global – Branded |
||||
|
Clicks Impressions CTR Avg. Position |
3.14K 26.5K 11.8% 2 |
+1.23K +5.6K +2.7% -0.2 |
Clicks Impressions CTR Avg. Position |
3.27K 28K 11.6% 2.2 |
+1.28K +6.3K +2.4% +0.1 |
|
Australia – Non Branded |
Global – Non Branded |
||||
|
Clicks Impressions CTR Avg. Position |
31.7K 2.29M 1.4% 11.5 |
+7.9K +0.92M -0.3% -1.9 |
Clicks Impressions CTR Avg. Position |
33.1K 2.84M 1.2% 19 |
+8K +0.99M -0.2% -0.2 |
|
Desktop |
Mobile |
||||
|
Clicks Impressions CTR Avg. Position |
17.2K 1.94M 0.9% 28.5 |
+3.5K +0.93M -0.5% -0.5 |
Clicks Impressions CTR Avg. Position |
50.4K 3.3M 1.5% 14.4 |
+14.5K +1.22M -0.2% ↑0.5 |
Gains are heavily weighted toward mobile, validating the impact of mobile-first UX and CRO improvements (e.g. faster load, touch-friendly spacing, simplified navigation, above-the-fold product visibility).
Product Snippets & Merchant Listings
Product Snippets
|
Product Snippets (Mar – May YoY) |
2025 |
2024 |
Total |
|
Clicks Impressions CTR Avg. Position |
46.3K 3.28M 1.4% 24.1 |
13.3K 933K 1.4% 25.1 |
+33K (+248%) +2.35M (+253%) 0% ↑1 |
Merchant Listings
|
Merchant Listings (Mar – May YoY) |
2025 |
2024 |
Total |
|
Clicks Impressions CTR Avg. Position |
3.33K 61.9K 5.4% 6.2 |
915 38K 2.4% 9.7 |
+2.42K (+264%) +23.9K (+63%) +125% ↑3.5 (+56%) |
Strategic Paid Media Expansion
We expanded paid media channels to support website updates and increased visibility for high-end product lines. Our campaign optimisation approach delivered remarkable results during critical shopping periods, including the holiday season.
By carefully aligning paid media strategies with the improved user experience and enhanced content, we created a seamless customer journey from advertisement to purchase completion. As a result, our Boxing Day campaign achieved an extraordinary 76X ROAS, and Black Friday/Cyber Monday campaigns delivered strong revenue returns with a 24X ROAS (a normal ROAS being 8-12).
In order to achieve these results, the team took a bottom-up approach, and segmented out our Google Ads campaigns to align closely with the Product Categories, Product feed and priorities from Titley’s to allow for maximum performance.
Our team of specialists didn’t stop there, they added additional detailed demographics, audience signals and segmented the top 50 top selling products, optimised towards these as well as taking on local store visit data to even further refine and optimise results.
RESULTS
Our coordinated multichannel approach ensured that W. Titley & Co.’s product offerings received maximum visibility among qualified potential customers. The brand recorded historic growth in major performance indicators:
- Record-Breaking Revenue: W. Titley & Co. achieved their best online month on record in April, with purchase revenue increasing by 34% compared to previous months.
- Conversion Rate: Up by 14% YoY, reflecting better site navigation and mobile UX.
Average Order Value: Increased by 14%, showing successful promotion of premium products and higher cart values. - SEM ROAS: Paid media campaigns consistently achieved over 30X ROAS.
- Organic Visibility: Content page impressions increased by 39% YoY, indicating that our content strategy effectively reached the target audience.
34%
Increase in
Revenue
24%
Increase in
Organic Search Traffic
14%
Increase in
Conversion Rate
Moving forward, we continue to refine the site while maintaining these strong performance scores by supporting user experience, SEO, and SEM initiatives. Building on our ongoing relationship and successful results, W. Titley & Co. recently expanded our engagement to include development services for their two other stores: Titley’s Footwear and Titley’s Department Store. This deepened partnership demonstrates the trust developed through consistent performance and the tailored, collaborative approach we use in our digital strategies. The CEO has been more than happy to provide written references, further reflecting the strength of the relationship and their confidence in our work.
TAKE THE LION's SHARE OF THE MARKET, ENQUIRE TODAY.
