Zig Zag

Breakthrough Campaign

The most iconic rolling paper on earth

Zig Zag, a leading manufacturer and distributor of rolling papers and smoking accessories, was losing organic traffic to third party distributors that were ranking higher on search results for Zig Zag’s most popular products. The company sought help strategizing and executing a plan to rank for non-branded and branded keywords that would drastically increase their organic inbound traffic and increase revenue. In addition to that we also ran A/B testing on their most popular landing pages to increase conversion rate for this new organic traffic.


Key Performance Metrics


Increase in revenue


Increase in newsletter signups


Increase in organic traffic

What we did:

  • Conducted research into traffic behavior to Zig Zag’s home page, as well other top conversion paths.
  • Found that sales conversion performed best when customers opted into a mailing newsletter—and accordingly, designed a strategy to test out call to actions for sign-ups
  • Collaborated with Zig Zag’s internal design team to develop creatives that were input into our proprietary A/B testing environment for feasibility tests
  • Analyzed and optimized performance of A/B tests, regularly monitoring results and identifying new variables to adjust to improve conversion performance
  • Implemented a content strategy to produce blog articles and product page descriptions
  • Implemented a technical and on page SEO strategy to win competitive keywords


  • 22% increase in revenue from top performing variant offer
  • 30% increase in signups for Zig Zag’s newsletters 
  • 47% increase in organic traffic
  • 56% overall online sales growth

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