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From Struggling B2B to 51% More Revenue for a $10M+ Retail Brand

Mariposa Website Number Candle Holder 11-25

Industry

Retail

Challenge

After 35 years in the industry, a $10M+ serveware brand faced challenges transitioning from traditional B2B to B2B e-commerce. Lacking effective marketing tools, they sought the expertise of Market Like A CMO | Screws + Stilettos to enhance their online presence. With strategic branding and targeted advertising, the brand flourished, experiencing significant growth and success in the e-commerce space. This particular case study journey highlights the importance of adapting to changing consumer trends and utilizing proven digital marketing strategies.

Results

Shifting focus from driving as much traffic as possible (at a very high cost with a very poor conversion rate) to fixing the infrastructure, backend, reporting + SEO resulted in a 55% increase in converted leads, 51% increase in revenue + a 85% increase in profit by the close of the project.

Key Product

Website Migration, SEO, Paid Ads, CRM Setup, Integration

+55%
Converted Leads
+51%
Gross Revenue
-100%
Acquisition Cost
$11.75
ROI

I worked extensively with Courtney and Kelly for a year and a half to advance the brand across all channels of our business. As our target audience transitioned dramatically from the specialty store arena to on-line sales, they helped me develop, implement and manage many successful marketing and business initiatives,

Founder + CEO

35 Years in Business

...including but not limited to marketing campaigns, SEO, SEM, SMM, website redesign and replatforming, e-commerce partner development and listing management, revenue-producing email marketing campaigns, SMM management, CMS management, comprehensive analytics reporting and strategic analyses for informed business decisions.

Founder + CEO

35 Years in Business

One gains trust with tangible results; numbers don't lie.

Founder + CEO

35 Years in Business

From Confusing Pages to 51% More Revenue for a $10M+ Retail Brand | Mariposa

About the Company

Mariposa is a premium home goods brand known for handcrafted gifts and tableware.

They sell on their own site, brick-and-mortar retailers, and through big powerhouse retailers, like Amazon, Wayfair, Pottery Barn, and Mark & Graham.

They needed a simpler, clearer online setup that matched the quality of their products.

View a letter from the CEO > 

BACKGROUND TIMELINE

The old website made shopping confusing. Categories were cluttered, pages felt slow, and finding products took too long. The team felt stuck because they couldn’t fix issues without waiting on a developer, which slowed day-to-day work.

Timeline

  • Milestone 1 — Fixing the Website + Foundational Setups:
    Migrated website to an elevated Shopify experience, cleaned broken pages, made the site faster, enhanced SEO across the whole site, and smoothed out the layout so shoppers didn’t feel lost.
  • Milestone 2 — Making Shopping Easy:
    Organized products into clearer groups, updated category and product pages, built customizable products, and made the path from “I like this” to “I’m buying this” simple.
  • Milestone 3 — Improving Marketplace Listings + Relaunching Ads:
    Built out robust partnerships with Amazon, Wayfair, Pottery Barn, and Mark & Graham so Mariposa products were available to the masses. Relaunched Google Ads campaigns, driving users to a UX- and SEO-first website. 

MARIPOSA'S PERFORMANCE SUMMARY

Quantifiable Wins

  • 51% increase in revenue thanks to an easier shopping experience.
  • ROI up 20%: Using the same spend levels, Google Ads ROI went from 3.47 to 11.75 after the site fixes.
  • $45K saved in ad costs because the site worked better and needed fewer paid clicks.
  • $10K+ saved each year by not relying on outside developers for basic updates.
  • Mariposa went from not showing in organic search results to dominating search results.
  • Better marketplace results across Amazon, Wayfair, Pottery Barn, and Mark & Graham.

Qualitative Wins

  • The team can finally manage and update the site without waiting days for a developer.
  • Shopping feels simple, clear, and fast for customers.
  • All online stores now look and feel the same, giving shoppers more trust, and the brand more visibility.
  • Less stress for the internal team and faster workdays.
  • A clean, modern online setup that can grow with the brand 

Read the expanded case study here > 

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