Castorama: The SEO & Web Performance recipe for profitable growth
Sector
DIY & Home Improvement
Traffic
8M monthly sessions
Result
Context
In an increasingly competitive e-commerce landscape, where acquisition costs continue to rise and user experience has become a decisive factor, the French website of Castorama (part of the Kingfisher Group) has made profitable growth the cornerstone of its digital strategy.
The brand set out to improve its site’s performance, increase SEO visibility, and maximise conversions, all while keeping tight control over its investments.
But recommendations alone weren’t enough. The real challenge lay in fast and efficient implementation. While ideas were abundant, deployment times were often too long, and the priority was to act quickly, turning opportunities into measurable business results.
Fasterize enabled us to accelerate and rapidly bring key optimisations to life. »
A Cross-Functional and Committed Team
This digital transformation was led by a highly engaged and complementary team:
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Philippe Voisin, Digital E-commerce Director, driving business vision and strategic alignment.
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Christophe Coppenolle, Performance Marketing & Analytics Director, connecting acquisition, performance and ROI.
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Alexandre Dubois, SEO Manager, steering daily optimisation efforts and unlocking the full potential of EdgeSEO.
Together, they embody Castorama’s ambition to take ownership of its digital levers, and turn them into real engines of profitable growth.
The challenge
Castorama faced three key priorities:
Improve Web Performance to maximise its direct impact on SEO, user experience, and conversion.
Gain SEO agility to test and implement improvements that were previously out of reach.
Demonstrate measurable business impact to build solid business cases and prioritise high-return actions.
That target was reached, and even exceeded.»
Web Performance as a Direct Lever for Conversion and Customer Satisfaction
Castorama chose to first invest in Web Performance. The brand had a strong business case in mind: its sister brand BricoDépôt had recorded a +30% increase in conversion after implementing EdgeSpeed.
With this in mind, Castorama set its own benchmark: a +5% uplift in conversions to justify the project ROI. This hypothesis was tested through an A/B WebPerf experiment, and the results went far beyond expectations.
Results: 25% faster page loads, +20 NPS points, aconversion rate well above the initial target.
A clear demonstration that WebPerf is not just a technical concern, it’s a key driver of profitable growth.
SEO Innovation & Experimentation to Accelerate Acquisition
EdgeSEO quickly became a real SEO accelerator for Castorama. Within the first two weeks, numerous recommendations were rolled out, obfuscation, no-follow/no-index tags, canonical integration, cleaning up the SEO structure and unlocking long-awaited actions.
EdgeSEO became a full-blown test lab: the team could trial and validate optimisations quickly, before scaling them group-wide, with performance data to back them up.
Key use cases included:
Local SEO: Better rankings on high-value local queries (“Castorama Lille”, “Garden store Antibes”) boosted drive-to-store visits and in-store traffic.
Sales Events: Rules could be activated or deactivated in just 3 minutes, enabling full responsiveness during peak periods (e.g. Black Friday, sales).
Marketplace Integration: EdgeSEO allowed crawl budget control, preserving visibility on strategic pages. Result: 3x ROI on marketplace product listings while protecting overall SEO health.
These advanced optimisations, previously long and complex to deploy, were implemented rapidly and independently by the SEO team, without requiring technical involvement, thanks to EdgeSEO.
EdgeSEO gave us that agility.”
What makes the Difference
Castorama highlights the value of partnering with providers who can keep pace in a fast-moving sector.
Fasterize enabled Castorama to seize business opportunities, test faster, and prove effectiveness, in a context where inaction means lost competitiveness.
and turn them into tangible outcomes. As an SEO, it’s incredibly motivating.»
Beyond the tech, Castorama also values the responsiveness, expertise and proactivity of the Fasterize support team, a true strategic partner.
This collaboration allows Castorama to stay agile, anticipate changes and tie each optimisation directly to revenue impact.
Results
-25%
in site speed
+20
NPS points
+5%
in conversion
-80%
crawl budget waste
The gains were fast, measurable, and directly linked to profitable growth:
Customer Experience & Conversion: -25% in site speed, +20 NPS points, conversion uplift well beyond the +5% target
- SEO & Acquisition: Crawl efficiency improved, 80% reduction in crawl waste and a 20% uplift in local visibility on Google.
- Operational Agility: Changes implemented in minutes rather than weeks or months
It’s a complete game-changer. »
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What’s Next?
Castorama plans to go further with EdgeSEO, exploring new opportunities like visibility in LLMs and an enhanced test-and-learn strategy.
The goal remains the same: continue proving the business impact of SEO improvements with real data, and build sustainable e-commerce growth.
Key Takeaway
With Fasterize, Castorama demonstrates how Web Performance and SEO can become powerful levers for profitable growth.
EdgeSpeed improved the customer experience and smashed conversion targets, while EdgeSEO brought a new level of agility and impact to acquisition efforts.
By adopting tools built for a fast-evolving web, Castorama isn’t just keeping up, it’s pulling ahead. The brand proves that a strategy based on profitability, agility and innovation is the best response to today’s e-commerce challenges.
And tomorrow?
With AI on the rise and search behaviours changing, new challenges are already emerging. Thanks to Fasterize, Castorama has the tools to remain agile, profitablen and ahead of the game.
and help us anticipate what’s next. That’s exactly what we’ve found with Fasterize.»
