MantelMount Engages an Untapped User Group With Fresh Content
MantelMount sells and manufactures premiere full-motion TV mounts. With a smooth, patented lowering and raising mechanism, the mount allows TV viewers to seamlessly install their TVs above a fireplace mantel and glide it down into place for optimal viewing.
After record-breaking profits from online sales throughout 2020 and 2021, MantelMount was facing challenges boosting eCommerce sales among post-Covid consumers.
With user research, we identified an untapped portion of their customer base with buying power and built a content marketing strategy around them.
User analysis revealed that MantelMount website users were split down the middle. 51% male, 49% female. The problem? The male users were the only users making purchases online.
Female users had a whopping 0% conversion rate.
At the time, MantelMount’s website design was dated and much of the imagery appealed to male users: red and black fonts, images of football games and cars on big screen TVs, etc. It created an online shopping experience that was not compelling for female users.
Working closely with MantelMount’s Chief Revenue Officer, we shifted that image, starting with a digital marketing content strategy that would appeal to female shoppers and increase MantelMount’s brand awareness and, most importantly, online sales.
1. Content gap analysis. What was MantelMount missing that female users would find compelling to read on the site? We conducted a content gap analysis as well as competitor research to find opportunities to rank and shift the content.
2. Heat map study and A/B testing. Heat maps and user engagement maps helped us identify awkward user experiences in the shopping and purchasing flow. We also discovered the web pages with the highest and lowest user engagement.
4. Adding elements of design to longform content. Our user research revealed distinct shopping behaviors between men and women. While a lot of men are drawn to technical details like user manuals and specs, women shoppers gravitate more toward lifestyle imagery and strong brand experiences. To better cater to MantelMount’s female audience, I created infographics with informative, lifestyle-focused copy. This shift helped us connect with a wider range of shoppers and drive conversions from a totally untapped audience.
5. Strategic content redirects. MantelMount purchased a competitor website in the years prior to our partnership. We quickly discovered this defunct eCommerce site was pulling users away from MantelMount. To capture this traffic we gradually redirected every page on the old website to MantelMount, making technical site improvements along the way.
“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-COVID: declining 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 successfully addressed this gender gap and revitalized MantelMount's eCommerce performance.
Targeted Content: By identifying untapped content opportunities and tailoring our strategy 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 identify and address usability issues, creating a more engaging shopping experience for female customers.
Strategic Redirects: Leveraging a previously acquired competitor website, we strategically redirected traffic to MantelMount, resulting in a substantial increase in revenue.
MantelMount's organic traffic revenue surged by 300% within five months. This success demonstrates the power of a well-executed content marketing strategy in driving conversions and maximizing online sales.