+64% growth in SEO traffic and +38% conversion rate for NIVEA

NIVEA asked us to strengthen their digital presence with a focus on content marketing and conversion optimisation. At the same time, they wanted to implement new programmes such as the European tester programme smoothly and at scale.

+60%

SEO traffic in 6 months

+38%

Increase in conversion rate

+52%

More email sign-ups

ABOUT

NIVEA

NIVEA, part of Beiersdorf, is one of the best-known skincare brands in the world. In the Benelux and Scandinavia, they focus on strengthening direct customer relationships through loyalty, content and email.

THE

CHALLENGE

NIVEA's website had a solid foundation, but organic traffic was stagnating. There was a need for smart optimisation of existing content, clear CRO insights and support in setting up the tester programme in 16 countries. They also wanted to grow email sign-ups more actively.

OUR

RESEARCH & GOALS

We started with a content audit and CRO scan of the most important pages. We then focused on optimising existing pages – no extra content creation, but more return.

We combined UX & CRO analysis (such as heatmap analyses and CTA testing) with automated flows and scalable content formats. For email, we set up a dynamic tester programme at European level in SFMC, including automatic winner selection.

“

Our digital presence has been significantly strengthened. 64% more SEO traffic and 38% higher conversions prove the power of this optimised approach.

— Nivea Team

THE

SOLUTION & IMPLEMENTATION

We rewrote and restructured focus pages based on current results. Think of better spacing, eye-catching CTA buttons, isolated product containers and smart use of internal links.

For the tester programme, we developed a modular email template that could be updated every month with local content, linked to dynamic landing pages and lead ads. The flow was fully automated, from sign-up to review request.

For Sweden, we also worked on the churn flow: an automated winback campaign, tailored to behaviour and segmentation.

THE

RESULTS

After implementing the new approach, we saw clear improvements, including:

+64% growth in SEO traffic within 6 months
+38% increase in conversion rate on the optimised pages
+52% more email sign-ups via the tester programme
+29% higher engagement on MyNIVEA loyalty landing pages
Automating the content flow saved >60 hours of manual work per month

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