Mega Growth for Mr.Lacy

Mr.Lacy knew their current website was holding them back from expanding their D2C sales channel. They wanted to bring a more polished, streetwear look to the store to go with their brand, and to increase visibility, conversion and average order value.

Here's how things are looking after working with Good Not Lucky...

  • Gross sales up 54% YoY

  • Conversion rate is 40% up

  • Organic search traffic up – a 68% increase YoY over the last 90 days

  • The website ranks #1 for "Laces for Nike" – ahead of Nike.com

  • Average order value is up 1.9%

These results have been achieved purely from organic growth.

"Working with Good Not Lucky has been a total game changer for our online store.

Our old website just wasn’t cutting it - it didn’t reflect the Mr.Lacy brand and wasn’t capturing the right search traffic for our products.

The new design nails our streetwear aesthetic while making it easier for customers to find the right laces and the results speak for themselves.

We’ve even seen more sales of our technical, higher-value products thanks to improved visibility. Couldn’t be happier."

Dan Evans

Mr.Lacy Shoe Care

How did we do it?

How did we do it?

It quickly became clear that the way Mr. Lacy's current website was structured did not match with the way that consumers shop for shoelaces online.

Our keyword research showed us that the bulk of search volume was around laces for specific brands and models of trainers, e.g. "Laces for Nike Air Force 1s". 

We also structured the technical product collections around search terms with buying intent e.g. "waterproof laces for running shoes" and "replacement hiking laces". 

This information formed the basis of our design to make sure that the website was built for conversions.

When it came to design, we expanded the colour palette from pure black and white to give the site more personality. Backed up by some tongue-in-cheek copy. 

A new clear, product page with a colour swatches and a nifty pop out length guide gave customers the confidence that they were buying the right laces for their trainers.

Then it was time to sit back and watch the sales roll in. Nice one.

It quickly became clear that the way Mr. Lacy's current website was structured did not match with the way that consumers shop for shoelaces online.

Our keyword research showed us that the bulk of search volume was around laces for specific brands and models of trainers, e.g. "Laces for Nike Air Force 1s". 

We also structured the technical product collections around search terms with buying intent e.g. "waterproof laces for running shoes" and "replacement hiking laces". 

This information formed the basis of our design to make sure that the website was built for conversions.

When it came to design, we expanded the colour palette from pure black and white to give the site more personality. Backed up by some tongue-in-cheek copy. 

A new clear, product page with a colour swatches and a nifty pop out length guide gave customers the confidence that they were buying the right laces for their trainers.

Then it was time to sit back and watch the sales roll in. Nice one.

© 2025 Good Not Lucky.

© 2025 Good Not Lucky.