Most eCommerce brands don’t have a traffic problem.

They have a visibility problem.

Will Leather Goods had brand recognition, loyal customers, and solid traffic. But like many post-COVID retail brands, their digital engine needed a reset.

The question wasn’t:

“How do we get more clicks?”

It was:

“How do we convert more of the traffic we already have?”

The Challenge: Traffic Was There — Growth Had Stalled

When Lawrence McCormick stepped in to strengthen the brand’s digital marketing strategy, he quickly identified a key bottleneck.

The engaged email database had plateaued at roughly 42,000 active customers.

For an eCommerce brand with meaningful traffic, that number should have been climbing consistently.

The real issue wasn’t ad creative.
It wasn’t product.
It wasn’t even budget.

It was this:

Anonymous visitors were browsing… and leaving.

And the brand had no way to see who they were.

The Shift: Installing Identifyly Website Visitor ID

Instead of increasing ad spend, the team implemented Identifyly through Marketing Made Easy under Jonathan Munsell’s direction.

The goal was simple:

Turn anonymous website traffic into known, marketable contacts.

Identifyly allowed the team to:

• Identify real names and emails tied to website visits
• Segment those contacts inside Klaviyo
• Track performance inside their sales funnel
• Measure attributed revenue

But this wasn’t just about adding names to a list.

It was about adding high-intent shoppers to the database.

People actively browsing products.
Comparing options.
Viewing pricing.
Revisiting collections.

These weren’t cold leads.

They were buyer signals.

The Implementation: Measurable Attribution

One of the smartest moves the team made was isolating Identifyly contacts inside a dedicated funnel group.

That allowed them to measure:

• Direct sales attribution
• Assisted conversions
• Engagement rates
• Opt-out rates
• Revenue impact

Instead of guessing whether it worked, they tracked it precisely.

This is where most brands fail.

They collect leads — but don’t measure performance properly.

The Results: Thousands of Engaged Leads Added

The results were significant.

Identifyly added thousands of new, engaged contacts to the database.

Even more important:

Over 95% of those contacts stayed in the database long enough to engage with content and offers.

Low opt-out.
High engagement.
Clean integration with Klaviyo.
Clear ROI tracking.

The database didn’t just grow.

It became more valuable.

What This Proves for eCommerce Brands

Let’s strip this down to what really matters.

Will Leather Goods didn’t “increase traffic.”

They increased visibility into the traffic they already had.

They turned:

Anonymous shoppers
Into owned contacts
Into measurable revenue

This is the difference between renting traffic and owning your audience.

The Bigger Takeaway

Most eCommerce brands are sitting on hidden revenue.

Every day, shoppers visit:

• Product pages
• Category pages
• Pricing pages
• Checkout flows

And then they disappear.

Without Identifyly, you never know they were there.

With Identifyly, you can:

• Capture buyer intent
• Segment intelligently
• Retarget precisely
• Increase ROI without increasing ad spend

That’s not growth hacking.

That’s infrastructure.

Want to See What’s Hiding in Your Traffic?

If your eCommerce brand is investing in paid ads, SEO, or social traffic — but your database growth feels flat — you don’t need more traffic.

You need visibility.

Install Identifyly.
See who’s actually shopping.
Turn silent buyers into revenue.

Because traffic is temporary.

Owned data is leverage.