300% Organic Revenue Growth: How Targeted Content Strategy Revitalized MantelMount’s Ecommerce Sales
MantelMount manufactures premium full-motion TV mounts featuring a patented lowering and raising mechanism. This technology gives users versatility where they can install a TV and seamlessly glide it down to eye level for optimal viewing.
Following record-breaking online sales in 2020 and 2021, MantelMount faced the challenge of sustaining ecommerce growth among post-pandemic consumers. Through targeted user research, we identified an untapped segment of their customer base with significant buying power and developed a content marketing strategy tailored to their needs.
User analysis revealed a stark divide in MantelMount’s audience: while the website traffic was split evenly between men and women, the conversion rate for female users was 0%.
At the time, the website featured a dated design that primarily targeted male consumers. With a palette of red and black and imagery focused on football games and cars, the experience failed to resonate with female users. Additionally, their content strategy was highly technical, centering product spec sheets, manuals and mounting guides.
Working closely with the Chief Revenue Officer, we shifted this direction by launching a content strategy designed to appeal to female shoppers, increase brand awareness and drive ecommerce sales.
1. Content Gap Analysis. To determine which content would resonate with female users, we conducted a comprehensive gap analysis and competitor research. This identified high-opportunity keywords and allowed us to pivot our narrative to address underserved audience segments.
2. Heat Map Study and A/B Testing. Using heat maps and user engagement data, we identified friction points in the purchasing flow. We analyzed pages with the highest and lowest engagement to optimize the user experience and streamline the path to conversion.
3. Enhancing Longform Content with Design. Our research highlighted distinct shopping behaviors: while men often prioritized the technical specs, women gravitated toward lifestyle imagery and cohesive brand experiences. To bridge this gap, I developed infographics paired with lifestyle-focused articles and guides. This approach connected with a broader range of shoppers and drove conversions from a previously untapped audience.
4. Strategic Content Redirects. Prior to our partnership, MantelMount had acquired a competitor website that was no longer in use and inadvertently siphoning traffic. To capture this audience, we executed a strategic migration by redirecting every page of the defunct site to MantelMount while implementing technical improvements to maintain SEO integrity.
“Hannah was a pleasure to work with. A rather impressive professional who is not only very talented as it pertains to content writing and understanding of all things SEO strategy, but also blew me away with how detail-oriented and conscientious she was about her work.”
MantelMount faced a significant challenge post-pandemic: stagnant online sales among female customers. Despite a substantial portion of their website traffic being female, conversions were non-existent. Through in-depth user research and a strategic content marketing approach, we addressed this gender gap and revitalized MantelMount’s ecommerce performance.
Targeted Content Strategy: By identifying content gaps and tailoring our narrative to appeal to female shoppers, we effectively reached a previously underserved market.
Enhanced User Experience: Heat map analysis and A/B testing allowed us to resolve usability issues, creating a more engaging and intuitive shopping experience.
Strategic Redirects: By migrating traffic from an acquired competitor site, we captured a high-intent audience and increased the brand's digital footprint.
These initiatives led to a 300% surge in revenue from organic online sales within five months. This success demonstrates how a data-driven content strategy can successfully bridge audience gaps, inform a strong creative direction and boost revenue.