Bird Control Australia

Context

Bird Control Australia is a specialist e-commerce retailer of bird deterrent products — solar-powered bioacoustic repellers, spikes, lasers and motion-activated sprinklers — for agricultural, commercial, residential and marine customers. Wolf IQ took over the website's support with an Expert Care Plan, covering hosting, security and custom development for both birdcontrolaustralia.com.au and its second property, birdbusta.net, migrated from a prior agency in March 2026.

The challenge:

• An earlier website mini-refresh introduced real navigation friction: core product categories were buried in dropdown menus, on-site search was broken, and there were no above-the-fold visual category shortcuts, while two direct competitors both offered faster, one-click paths to product.
• Over a nine-week window, that design change contributed to a measured 35% drop in conversion rate and a 17% drop in revenue.
• Separately, GA4 session counts were being inflated by bot traffic from Singapore, Indonesia, Vietnam, Hong Kong and Brazil, and GA4 wasn't passing purchase-conversion data back through to Google Ads — muddying the data the team needed to see what was really happening.
• A site-wide bot-traffic surge in August also briefly took down the client's admin panel and made product pages hang.

Solution

• Diagnosed the real cause: ran an internal conversion analysis, benchmarked Bird Control against two direct competitors, and identified the specific navigation and search issues driving the decline.
• Immediate fix: repaired the broken on-site search bar so product searches (e.g. "ultrasonic bird repel") returned relevant results.
• Homepage redesign: designed and shipped a full homepage redesign — a hybrid visual category grid below the hero, top-searched products linked directly in the nav bar, and "Featured Products" relocated to preserve upsell visibility.
• Tracking integrity: cleaned up GA4 reporting by filtering out bot-traffic countries and fixed the GA4-to-Google-Ads purchase-conversion sync.
• Incident response: diagnosed and fixed, same day, a bot-driven slowdown that had taken down the admin panel and stalled product pages.
• Cross-agency fix: traced a Facebook/Meta ad-linking bug — ads pointing to the staging site instead of the live site — to a WordPress product field being misread by Meta's catalog sync, and corrected it in collaboration with the client's Meta ads agency.
• Ongoing development: delivered ongoing custom development across both web properties.

Results

+28% purchase revenue after fixing a conversion-killing homepage.

• In the four weeks since the homepage redesign went live, GA4 shows purchase revenue up 28%, total purchasers up 15%, and first-time purchasers up 16%.
• Organic search traffic held steady and trended upward through the same period (Search Console: 19K clicks, 1.3M impressions, Jan–Sep 2026, average position 11), confirming the decline was a site-experience problem, not a visibility one.
• Bot traffic is now being filtered out, and Google Ads is getting accurate purchase-conversion feedback from the website.
• Every urgent site incident — the bot-driven admin outage, the Meta ad-tracking bug — was resolved the same day it was reported.

Wolf IQ continues to run Bird Control Australia's Expert Care Plan — hosting, security and custom development across both web properties — and has just opened a new SEO Growth Program to build on it.