Machineland logo

Online revenue doubled: a webshop as strong as a store.

Machineland is a Belgian seller of garden and agricultural machinery, serving customers through six physical stores and a webshop.

Since October 2020, Wildstream has run Machineland’s search, shopping and SEO strategy with omnichannel reporting, doubling online revenue.

Machineland
  • Software Engineering

+79% revenue

Total revenue has grown 79% since the collaboration started in 2020, while online revenue doubled along the way

+13.9% ROAS

Return on ad spend rose 13.9% year on year, as shopping budgets follow category margins and sales potential

Webshop = one store

The webshop now generates as much revenue as one of Machineland’s six physical stores, making online a full sales channel

Software Engineering

Omnichannel Webshop Growth

A machinery retailer wanted to grow online revenue while also driving store visits. Machineland, a Belgian seller of garden and agricultural machinery, had a live website that lacked the necessary optimisation. It wanted to reach new markets while keeping the customer experience strong, backed by a full team of specialists rather than one person.

+79% revenue

Total revenue has grown 79% since the collaboration started in 2020, while online revenue doubled along the way.

Webshop = one store

The webshop now generates as much revenue as one of Machineland’s six physical stores, making online a full sales channel.

+13.9% ROAS

Return on ad spend rose 13.9% year on year, as shopping budgets follow category margins and sales potential.

What we did

Competitor and margin analysis, shopping campaigns and SEO with omnichannel reporting doubled online revenue.

A performance audit in early 2021 mapped the data, analysed competitors, calculated margins and set an omnichannel direction, with Search Ads as the main channel supported by Facebook and dynamic remarketing. Quick wins followed from April 2021, and monthly performance reviews now steer campaigns on an ROI that also counts offline store sales.

How it works
  1. Performance audit: data mapped, competitors analysed, margins calculated
  2. Omnichannel direction set, with Search Ads as the primary channel
  3. Quick wins: SEO fixes, a faster website and a link-building strategy
  4. Google Shopping budgets allocated by revenue category, margin and sales potential
  5. New SEO content targets non-branded keywords
  6. Monthly reviews with omnichannel reporting that includes offline store sales
Key capabilities

Margin-based budgeting

Shopping budgets are allocated by revenue category, margin and individual sales potential, so spend goes where profit is highest.

Omnichannel reporting

Reports include offline store sales, acting as a compass to adjust campaigns based on their real return on investment.

SEO & link building

Technical fixes, link building and new content for non-branded keywords lift Machineland’s visibility for key machinery categories.

Competitor analysis

Mapping competitors and products during the audit showed where Machineland could win online, setting priorities for every channel.

Technology
  • Google Shopping
  • Google Search Ads
  • Facebook
  • Dynamic Remarketing
Impact

A webshop that now earns as much as a physical store

+18.6% organic traffic

Organic traffic grew 18.6% year on year, as Machineland reached top rankings on nearly all of its key category pages.

+20% conversion rate

More visitors became buyers, with the conversion rate rising 20% year on year alongside a faster website.

6,000+ extra visits

SEO work generated more than 6,000 extra website visits per month in 2024 for certain search terms alone.

Market gap captured

Strong ride-on mower sales filled the gap left by Makro’s bankruptcy, giving Machineland a significant share of that market.

Ready for new markets

Machineland now has a solid foundation and a partner to keep growing, including plans to enter new markets.

Testimonial
“Working with Wildstream has not only helped us double our revenue but also prepared us for the future.”
Geert Eyckerman, Owner of Machineland

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