Corrective Lingerie Brand Rebuilds Web, Ads, and CRM to Win Online
Silk-way's outdated site and underperforming campaigns were costing sales — EZCA rebuilt the platform, targeting, and customer ops end-to-end.
Silk-way is a Russian corrective lingerie brand selling direct-to-consumer online and through Moscow showrooms. EZCA ran a full-stack engagement: site rebuild, SEO overhaul, contextual ad restructure, and CRM implementation. The result was measurably higher conversion, lower bounce rates, and a stronger pipeline from paid channels.
A quality product was losing sales to a broken web experience and untargeted ad spend.
Silk-way had built a credible product in a competitive niche — corrective lingerie with home try-on and Moscow showroom access. But their website loaded slowly, navigation confused buyers, and the design undercut brand trust. Advertising campaigns were running without audience segmentation, burning budget on users who never converted. Without CRM, the brand had no mechanism to re-engage past buyers or collect feedback at scale. The combination meant strong product-market fit was translating to weak online revenue.
EZCA rebuilt every layer of the digital stack — site, search, ads, and customer data — simultaneously.
EZCA began with a technical audit of the Silk-way website, eliminating load errors and cutting page speed to a level that retained mobile visitors. The UX and UI were redesigned from scratch: cleaner navigation, trust signals, and a purchase flow tuned for conversion. In parallel, EZCA ran an SEO audit — keyword mapping, on-page optimization, and content alignment — to improve organic rankings and pull more qualified traffic. The contextual advertising setup in Yandex.Direct was rebuilt around behaviorally segmented audience clusters, with experimental creative sets tested against each segment to surface the highest-performing messages. A CRM system was implemented to capture buyer data, enable personalized follow-up, and structure a feedback loop that informed both product and marketing decisions. All four workstreams shipped concurrently rather than sequentially.
Silk-way moved from a leaky funnel to a coherent acquisition and retention system.
Site engagement improved measurably — bounce rates dropped and session depth increased after the UX overhaul. Paid campaigns began reaching the right audience segments, driving new customer acquisition at better efficiency. SEO improvements lifted organic visibility, reducing dependence on paid traffic alone. CRM adoption gave the brand its first structured view of the customer lifecycle, enabling personalized offers that increased repeat purchase rates. The transformation positioned Silk-way to scale marketing spend with confidence rather than uncertainty.
Work we shipped
- CRO
- SEO
- Paid Search
- Analytics & Attribution
- Yandex.Direct
- SEO
- Duration
- Ongoing retainer
- Stage
- Growth
- Region
- CIS