From a fragmented optimization approach to an enterprise-grade SEO and conversion engine — a deep-dive into strategy, execution, and measurable outcomes at Discount Tire.
Discount Tire operates one of the largest automotive e-commerce platforms in the US — 150,000+ daily users, thousands of SKUs, and organic search as a primary revenue driver. The challenge wasn't traffic volume. It was conversion efficiency and organic visibility working in isolation rather than as an integrated growth system.
SEO and CRO teams operated independently. Organic traffic improvements didn't translate to conversion gains — and vice versa. No unified measurement framework connected rankings to revenue.
Site-wide conversion rate sat at 1.35% — below industry benchmarks for large-scale automotive e-commerce. Significant untapped revenue existed within existing traffic levels.
High-intent transactional keywords were underserved by content architecture. Informational content existed but wasn't engineered to move users through the purchase funnel.
Built the GA4 and Adobe Analytics measurement framework — creating a unified, revenue-attributed view across all organic channels. Mapped the full conversion funnel from organic landing page to purchase, identifying the three highest drop-off points. Deployed ContentSquare heatmapping across top 200 organic landing pages. Established baseline KPIs: CVR 1.35%, organic sessions, revenue-per-session, and page-level engagement scores.
Performed full keyword gap analysis against the 3 primary competitors — identified 1,200+ high-intent transactional keywords with insufficient content coverage. Redesigned the content hierarchy to create clear topical authority clusters. Developed and implemented a structured data (Schema.org) strategy across product, review, FAQ, and breadcrumb markup. Rewrote meta title and description templates for 800+ category and product pages using CTR optimization principles.
Established a test prioritization framework using ICE scoring. Implemented Adobe Target across all major conversion pathways. Ran 15+ concurrent A/B and multivariate tests with minimum 95% statistical significance threshold before calling winners. Key wins: above-the-fold CTA repositioning (+11% add-to-cart), simplified checkout flow (-18% cart abandonment), trust signal insertion (+8% conversion). Conversion rate moved from 1.35% to 1.65% — a 22% relative improvement.
Led weekly cross-functional optimization reviews with SEO, paid, product, engineering, and content teams. Negotiated and restructured contracts with IBM, Adobe, and ContentSquare — eliminating $400K+ in redundant vendor spend. Introduced agile sprint ceremonies into the optimization workflow. Translated complex data insights into executive-ready narratives that secured additional budget and headcount for the program.
Whether you're running a high-traffic e-commerce platform, a scaling SaaS product, or an enterprise digital presence — let's talk about what this looks like for your organization.