Smart Home
Case Study

Summary is a trusted advisor in home automation technology and ioT. Their vision is to strive to have every individual in the world own a smart home product.


increase in revenue


net new customers per month


net new customers per month

Problem is heavily reliant on email marketing. They do not run any sort of net new customer campaigns and their sole focus is on a term that is beginning to become irrelevant.


Due to being irrelevant, was at a downslope in mid-2019. The domain was decreasing in organic traffic YoY at a rapid rate of -46% MoM.


In just 6 short months, smart home saw a 48% increase in organic sessions to the website MoM.

The Solution

With thousands of site errors, the strategy was to begin to shift from terms like remote control lighting. Nobody searches-remote control lighting. After creating this approach and obtaining many sessions pages were segmented into product groups with three different portions of the funnel:


people who are searching: What is Smart Lighting?


Smart Lighting Products


Specific products within a category “Lutron Light Switch”

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