About the Partnership
With expertise in SEO and CRO , e-Plus supports Odontoprev in the evolution of its online store, aiming to attract more qualified traffic and improve the conversion of paid service sales.
About the Client
A leader in dental plans in Latin America, Odontoprev has been operating since 1987 and cares for more than 8,8 million smiles . With the largest network of dentists in the country (more than 27 accredited professionals in approximately 2.500 municipalities), its purpose is to bring quality dentistry to all corners of Brazil . Listed on the B3's Novo Mercado since 2006, it includes brands such as Bradesco Dental, Prívian, and Odonto System, and also operates in Mexico through a joint venture with the Îke group.
The challenge
Odontoprev 's online store (loja.odontoprev.com.br) has a unique feature: instead of physical products, it sells services in a concise catalog. This characteristic meant that the entire offering was concentrated in a minimal number of pages, and that the potential of the digital channel, both in terms of attraction and conversion, fell short of what the brand could achieve.
The main objective was to transform the store into a more efficient revenue channel: attracting more qualified visitors through organic search and improving the conversion rate of those already arriving at the site.
Before e-Plus intervened, the store faced the following challenges:
- All products concentrated on a single page., which limited the visibility of each service in search engines;
- Resistance to breaking up product pagesSince these were services in a concise catalog, separation did not seem necessary;
- UX insights trapped in analytics.The recommendations for improvement were identified, but they did not reach the production phase;
- Actual conversion rate below 1% for most of 2024, fluctuating between 0,45% and 1,48% throughout the year.
The solution
e-Plus structured its work around two complementary fronts, acting at both ends of the funnel: attracting (SEO) and converting (CRO).
- SEO (unlocked product pages)The services, which previously existed on a single page, now have their own pages. This allows each offer to be positioned for specific searches by its target audience, expanding the brand's presence on Google and attracting visitors who already have a clear intention to purchase a service.
- CRO (Production UX Recommendations)Starting in June 2025, with the introduction of CS Flex, user experience recommendations will no longer be stored in reports but will be implemented directly on the website. This closes the loop between diagnosis and execution and allows for measuring, month by month, the real impact of improvements on conversion.
What differentiates this strategy is the combination of the two approaches : SEO increases the volume of qualified visitors, while CRO ensures that a larger percentage of them complete the purchase. One lever enhances the other.
High performance results
The numbers show that the Odontoprev store has gained efficiency at both ends of the funnel.
Conversion (CRO)
- Average real conversion rate of 1,13% in 2026, compared to 0,87% in 2025, +30% efficiency based on average year-on-year conversion.
- Record of 1,70% in August 2026, the highest monthly rate since the series began in 2024, following 1,53% in July.
- In 2026, every month from January to August was above 0,80%, a level that was surpassed in only four months of 2024.
Organic search (SEO)
- +70,7% in organic sessions78.164 sessions in Jan–Aug/2026, compared to 45,8 in the same period of 2025.
- +33,8% in organic revenueR$ 192.053,92 in Jan-Aug/2026, compared to R$ 143,5 in the same period of 2025.
- From 4 to 13 organic sessions per month. from the start of the job.
- In the period from January 2025 to August 2026, organic production totaled... 141.887 sessions e R$ 364.802,47 in revenue.
This means that organic traffic has ceased to be just a source of visits and has become a revenue channel , and that the store has started to convert this traffic more effectively.
Your store already receives visitors, the next question is: how many of them are actually becoming customers?
The Odontoprev case study shows that, even with a limited service catalog, SEO and CRO working together can transform the digital channel into a consistent source of revenue.
e-Plus can build this strategy for your brand. Talk to the e-Plus Agency team of experts now.
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