Go Off Road Barnsley (GORB), one of the UK’s fastest-growing off-road e-bike retailers, partnered with Working Weekends to transform their online store into a performance-driven sales engine.
In just six months, their new SEO and CRO framework generated a 310% increase in organic traffic, a 4.8× higher conversion rate, and a 200% lift in online revenue, turning a regional business into a national powerhouse.
The challenge
Go Off Road Barnsley had built strong local brand loyalty through their in-store experience and product expertise. But online, they faced two core problems:
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Low discoverability. Their website ranked for fewer than 50 non-branded keywords, limiting them to local traffic only.
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Low conversions. Despite steady visitors, checkout conversion hovered at 0.9%, with a 78% cart abandonment rate.
The brand was ready to scale nationally, but without a data-driven SEO and CRO system, growth was stuck in low gear.
“We knew our products were top-tier, but we weren’t showing up online where customers were searching.”
— Aidan, Founder, Go Off Road Barnsley
The solution
Working Weekends deployed a complete SEO and CRO overhaul designed for sustainable scale.
Search engine optimization (SEO)
Phase 1: Technical foundation
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Fixed crawl and index issues, compressing load times from 3.1s → 1.2s
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Implemented schema for product, price, and review markup
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Created clean URL architecture to make product categories easily discoverable
Phase 2: Content & keyword strategy
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Conducted a 1,200-keyword audit and mapped search intent across “e-bike”, “off-road bike”, “Sur Ron”, and “E-Ride” clusters
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Built content pillars for “Guides,” “Comparisons,” and “Workshop & Upgrades”
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Added blog articles optimized for commercial intent (e.g., “Best Off-Road E-Bikes for Beginners”, “How to Choose the Right Pit Bike”)
Phase 3: Authority building
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Improved internal linking and anchor strategy
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Secured 35+ backlinks from niche automotive and EV publications
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Optimized local SEO (Google Business, NAP consistency, map embeds) to retain regional dominance while scaling nationally
Within three months, GORB ranked on page one for 60+ transactional keywords, including “off-road e-bike UK” and “Sur Ron dealer Yorkshire”.
Conversion rate optimization (CRO)
Phase 1: Funnel & analytics setup
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Implemented event tracking via GA4 + Hotjar for scroll, CTA, and cart behavior
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Identified key friction points: unclear shipping policies, no visible financing, and poor mobile flow
Phase 2: UX & checkout redesign
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Simplified product pages with 360° images, specs, financing calculators, and trust badges
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Condensed checkout from five steps to two, cutting abandonment by 29%
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Added urgency triggers (limited stock banners, next-day delivery clocks)
Phase 3: Data-driven iteration
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A/B tested CTA language (“Buy Now” vs “Reserve Yours”) led to +14% CTR uplift
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Optimized pricing layout and mobile CTA placement led to +22% conversion lift
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Introduced post-purchase upsells for parts and upgrades
The results
In six months, the numbers spoke for themselves:
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+310% organic traffic (11,200 → 46,000 monthly visits)
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+4.8× conversion rate (0.9% → 4.3%)
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+200% increase in online revenue
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-29% cart abandonment
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+57% return visitor rate
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+2.5× average session duration
“Working Weekends helped us go from being a local name to a national brand. Our site is faster, cleaner, and actually converts.”
— Aidan, Founder, Go Off Road Barnsley
The impact
Beyond the metrics, the SEO and CRO overhaul built GORB’s long-term scalability:
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Their content strategy now ranks for over 1,000 keywords, driving continuous inbound leads.
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Average customer value increased 33% through upsells and parts recommendations.
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The data infrastructure (GA4, Hotjar, CRM tracking) gives GORB full visibility into buyer behavior and ad ROI.
GORB now dominates its niche for off-road electric bikes in the UK and has begun expanding into European markets, all built on the foundation of SEO and CRO excellence.
About Go Off Road Barnsley
Go Off Road Barnsley is a UK-based specialist retailer of off-road electric bikes, pit bikes, and custom parts. Known for its in-house workshop and high-performance electric models, GORB is redefining how the UK rides off-road.
