How SEO & CRO were the secret sauce for Ooni

Nicole, Dan & Mollie at Ooni's offices, Edinburgh

Ooni is a fast-growing, globally recognised brand in the premium pizza oven category. With ambitious targets, our aim was to deliver an increase in sales in a competitive marketplace. As a considered purchase, customers take time to research before committing and SEO and CRO play critical roles in educating and converting potential customers, leading to an increase in purchases. 

Ooni needed to:

• Drive more qualified traffic to its site through SEO, and increase competition against resellers/competitors in organic search. Our goal was to increase organic traffic to relevant landing pages by an ambitious +50% over a 10 week period, YoY in the UK).
• Ensure the on-site experience quickly and clearly guided users to the right product, improving engagement and conversion.

The challenge was understanding how customers were searching for ovens and ensuring that both search and on-site experiences reflected that behaviour.

Through detailed search data analysis, we identified a consistent trend: customers were differentiating ovens based on indoor vs. outdoor usage. For example, in the UK, there are 2,900 avg. monthly searches for ‘indoor pizza oven’, and 5,400 for ‘outdoor pizza oven’.

It was clear that this language was key to how they researched their purchase journey. 

However, the website navigation, PLPs, and SEO strategy were not aligned with this behaviour and this language was not used. As a result, customers were not landing on the site via these types of queries, despite there being such strong search interest.

This presented a clear and tantalising opportunity: by restructuring content around “indoor” vs “outdoor” pizza ovens and improving signposting on site, we could guide customers more effectively from discovery to decision.

We combined SEO and CRO to deliver a unified, data-led approach. It was critical to understand whether the change we wanted to make for SEO benefits would have an impact on our users, so we blended SEO and CRO strategies:

SEO Optimisations:

Given that the Electric Ovens range is the Indoor ovens range, we consolidated cannibalising landing pages, and optimised the Electric Ovens PLP for ‘Indoor queries’. We also optimised the Outdoor Ovens PLP, however this was slightly lower priority as we weren’t in a position to include this in the main navigation yet. We had already optimised the Multi-Fuel and Gas-fired Ovens PLPs.

Landing pages were optimised with above-the-fold copy, and FAQs at the bottom; a feature that wasn’t previously included on the pages.

While we were confident that optimisations to the main navigation would positively impact organic search, we did not know how it would impact wider marketing channels which make up 74% of site traffic. Hence the A/B test!

CRO Enhancements:
Using AB Tasty we ran an AB Test where we tested the following :

• Original – the navigation with nothing to distinguish indoor vs outdoor ovens
• Variation - Introduced a navigation badge system that highlighted whether each oven was indoor or outdoor.

We had two versions of the test: 

• This simple but effective cue helped customers quickly self-select the right product, reducing friction in the purchase journey.
• A bigger navigation redesign structuring the whole navigation around these items 

We decided to run the simpler version first to understand how users reacted to this approach before undertaking the full redesign.

Organic search: 

The Electric pizza ovens landing page saw immediate results;

• +274% clicks YoY, of which over 50% were generic queries
• +494% impressions YoY
• +400% organic transactions YoY
• +1,101% organic revenue YoY

CRO (All channels):

• UK (that reached statistical significance)
  • +8% clicks on Gas (Outdoor) in the nav vs no labels
  • +16% clicks on Electric (Indoor) in the nav vs no labels
  • +7% clicks to Wood Pellet (Outdoor) in the nav vs no labels

Most agencies focus on “total search” - ensuring brands appear across organic and paid channels. But what happens after the click? Our approach was different: we looked at both search visibility and the on-site experience together, treating them as two sides of the same coin.

We recognised that driving qualified traffic without optimising how users engage, convert, and enjoy their journey wastes potential. Our SEO & CRO strategy combined deep search insights with user experience design to not only grow traffic but also improve how users interacted with the brand, ultimately turning visibility into measurable business outcomes.