Terra Toys Case Study With Verified Results
Terra Toys, Shopify Redesign, Ecommerce SEO, and Local SEO
Terra Toys is an independently owned Austin toy store that has served generations of families since 1978. What began with handcrafted wooden toys grew into a 12,000-square-foot destination carrying classic toys, books, puzzles, games, art supplies, science kits, dolls, plush, collectibles, and specialty products sourced worldwide, paired with a nationwide Shopify storefront. Egochi was engaged to improve product discovery, organic visibility, local store traffic, and ecommerce sales while preserving the character that made Terra Toys a fixture of Austin childhoods.
The Challenge
The catalog was deep and highly varied, but shoppers could not always find products by age, interest, occasion, brand, price, or developmental activity. Broad category pages hid the depth of the inventory from search engines, and seasonal products, staff recommendations, and specialty brands competed inside the same navigation. The store also needed ecommerce and local shopping connected: customers research online before visiting, calling about availability, or ordering for pickup, and without unified tracking those digitally assisted store purchases went unmeasured.
Strategy & Solution
Egochi rebuilt the Shopify experience around how parents, relatives, collectors, and gift buyers actually search for toys. The catalog was reorganized by age, interest, activity, brand, occasion, and product type, with new collection pages for high-intent searches: educational toys, science kits, puzzles, art supplies, wooden toys, plush, birthday gifts, stocking stuffers, and locally themed Texas products. The build carried gift-finder navigation by age and budget, staff-pick and seasonal gift pages, Product and Offer and LocalBusiness schema, Google Merchant Center feed work, local inventory and store-pickup visibility, Google Business Profile management, mobile navigation and checkout improvements, onsite-search and filter tuning, and conversion tracking that reconciles Shopify, Shopify POS, calls, directions, and pickup orders.
Results
- +124% Organic-Search Sessions
- +63% Top-3 Google Maps Visibility
- 1.8% → 2.7% Ecommerce Conversion Rate
- +83% Completed Online Orders
- $47.20 → $53.81 Average Order Value
- $650K Total Client Revenue Generated
Across matched 12-month comparison periods: organic-search sessions grew 124%, Google Business Profile interactions rose 71%, and top-three Google Maps visibility improved 63% across the tracked Austin search areas. Completed online orders grew 83% as the ecommerce conversion rate climbed from 1.8% to 2.7% and average order value from $47.20 to $53.81, worth 9,032 additional Shopify orders, $486,000 in additional Shopify revenue, and $164,000 in tracked pickup and digitally attributed in-store sales: $650,000 in total client revenue directly generated. Revenue counts completed Shopify orders, paid pickup orders, and qualifying POS purchases connected to tracked local-search or website interactions; refunds, cancellations, taxes, shipping, gift-card liability, duplicates, and unattributed walk-ins are excluded. Sources: GA4, Shopify Analytics, Shopify Order Reports, Shopify POS, Google Search Console, GBP Performance, Google Merchant Center, BrightLocal Local Search Grid, CallRail, Microsoft Clarity, Supermetrics.