Frank Lo was founded in Rome as a research hub before becoming an online store. Since 1996, it has curated independent frames, designers capable of expressing a recognizable language, and materials that demand attention, knowledge, and narrative. Translating this identity into the digital realm meant addressing a specific question: how to grow the e-commerce without transforming such a personal project into an undifferentiated catalog?
The collaboration with 22 Emme arose from this need. Not to pursue a shortcut or replace advertising, but to build a system where organic search, content, catalog, navigation experience, and measurement worked in the same direction.
From purchased traffic to a lasting presence
Online advertising has played and continues to play a role. The problem emerges when every new visit depends almost exclusively on an investment that must be renewed daily.
The shared work therefore aimed to rebalance the system: understand people's real searches, make products and collections more accessible, improve available information, and build pages that would continue to be found over time.
This required interventions less visible than an advertising campaign, but more structural: catalog classification, localized content, quality of product sheets, mobile navigation, Merchant Center, measurement, and connections between guides, designers, and available products.
A more useful e-commerce for those looking for glasses
Growth cannot be separated from the quality of the experience. For this reason, the project also worked on points that concretely help a person choose:
- more readable product images in collections;
- clearer color variant selection;
- more accurate information on materials, measurements, and availability;
- content separated into Italian, English, and German;
- editorial paths dedicated to designers, craftsmanship, and selection criteria;
- a more organized and consistent mobile experience with the store's character.
The goal was not to add text for search engines, but to make what Frank Lo does every day in the store understandable online: select, compare, explain, and help recognize the right frame.
Observed results
In the comparison documented by 22 Emme, the reduction in reliance on paid traffic occurred while the store continued to grow:
- −83.5% in Google Ads spending;
- +42.9% in sessions from organic Google search;
- +25% in total sales recorded by Shopify;
- +27% in orders recorded by Shopify.
These numbers do not mean that every sale can be attributed to a single activity or exclusively to SEO. However, they indicate that a strong contraction in advertising spending coexisted with organic growth and commercial results.
For data, comparison periods, and analysis limitations, the complete case study published by 22 Emme is available.
Collaboration as a method
The value of the journey lies not only in the final result, but in the method by which it is built: defining a baseline, intervening by priority, verifying each release, and distinguishing what the data demonstrates from what still needs to be measured.
22 Emme supports Frank Lo on SEO strategy, e-commerce, data, and acquisition. The work does not replace the store's identity: it translates it into a more readable and autonomous digital structure.
The social project also follows the same principle of transparency. The creative part is developed together with 6ixstudio with the strategic supervision of 22 Emme; its commercial results will be evaluated over a complete cycle and are not included in the data reported in this article.
The next chapter
The work continues with an international editorial plan dedicated to materials, designers, new releases, and frame selection. Italian, English, and German are treated as distinct markets, with content and paths consistent with the needs of the people who use them.
The direction remains the same: to grow Frank Lo without losing what makes it recognizable. More useful information, more proprietary access, more rigorous measurement, and less dependence on a single channel.
Discover the history and selection of Frank Lo
Methodological note
Google Ads and GA4 data compare the period July 1, 2024–July 31, 2025 with the period July 1, 2025–July 31, 2026. Shopify data compares July 1, 2025–July 31, 2026 with the previous consecutive period shown by the platform, May 31, 2024–June 30, 2025. The data describes the coexistence between the reduction of paid media and commercial growth; it does not causally attribute every result solely to SEO.
