7x+ ROAS on Black Friday: the product pages came first
KOORA is an Australian luggage brand. Before asking for more ad spend, Seller AURA rebuilt the product pages, added conversion features and SEO content, then launched Black Friday two weeks ahead of the rush.
The brand
Visitors were reaching KOORA's product pages but leaving without buying, which wasted hard-won ad traffic. So the pages were fixed before the ads were scaled.
The result was one system rather than four tactics: SEO brought in more qualified visitors, A+ content and CRO features converted them better, and an early launch made the most of the season.
What was holding growth back
Traffic did not convert
Visitors reached product pages but left without buying.
Thin product pages
Pages lacked the rich content and reassurance luggage buyers need.
Weak on-page SEO
Limited indexable content and internal linking held back organic visibility.
Peak season pressure
Black Friday was approaching, when CPMs climb and there is no time to fix foundations.
How Seller AURA approached it
Rebuilt the product pages
A+ content on every key product: materials, features and benefits, quality images and video, and keyword-rich copy.
Added conversion features
A real-time urgency label, collapsible descriptions for cleaner mobile pages and a sticky Add to Cart button.
Strengthened SEO
Keyword-rich, collapsible footer text on the homepage and every collection page, without changing the design.
On-brand creative, launched early
Product-first creative live two weeks before the Black Friday rush, while competition and CPMs were lower.
What changed
- The Black Friday campaign returned more than 7x ROAS.
- Launching two weeks early captured lower CPMs before peak and left time to scale.
- KOORA now has a conversion-ready store that makes every advertising dollar work harder.
“We were losing customers on the product pages; once that was fixed, conversions just went up. Their festive campaigns also worked really well.”
Team, KOORA
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