Project Overview
A national decorative wall panel and exterior building products brand partnered with Thrive Internet Marketing Agency after a difficult website transition led to a sharp drop in sales performance. The company needed to stabilize its search visibility, recover lost momentum and improve overall revenue efficiency without relying on short-term fixes that would continue to erode margins.
Thrive took over the client’s SEO and paid search efforts while also supporting organic social media and email marketing. From the start, the focus was not just on generating more traffic, but on correcting underlying performance issues that were affecting profitability.
By improving conversion efficiency, refining the client’s shipping strategy and identifying higher-value audience segments, Thrive helped the brand rebuild performance and create a stronger path for long-term growth. The partnership resulted in a 22% increase in keywords ranking in the top 10 and a 30% increase in monthly organic sessions.
The Results
+22%
Keywords in Top 10
+30%
Monthly Organic Sessions
+25%
Paid Search Conversions
$300,000
Recovered Shipping Revenue
Thrive’s strategy helped the client recover from a post-launch slump and build a more efficient growth model. As performance improved across both paid and organic channels, the brand strengthened visibility and improved profitability.
Here are additional performance gains:
- Total Conversions: +24%
- Conversion Rate: +6%
- Clicks: +13%
- Organic Traffic: +12%
- Paid Search Conversion Rate: +32%
- Contact Form Submissions: +18%, from 76 to 93
The Execution
Thrive built a strategy around two priorities: restoring stability after the site launch and creating a healthier revenue model moving forward.
Conversion Rate Optimization
Thrive began with a comprehensive CRO analysis to identify friction points across the site experience. The team made targeted updates to improve usability and support stronger conversion performance. These changes allowed the brand to get more value from existing traffic while creating a better foundation for ongoing acquisition efforts.
Profitability-Focused Shipping Strategy
One of the most important findings involved shipping. After the previous site launch, the client introduced free shipping to offset declining sales. While that move helped support order volume, it came at a high cost to profitability.
After reviewing the tradeoffs, Thrive recommended removing the free shipping offer. The result was a more sustainable sales model. The client had been absorbing roughly $21,000 per month in shipping costs before the change, and during the partnership has since recovered nearly $300,000 in shipping revenue.
SEO and Paid Search Alignment
On the acquisition side, Thrive focused on improving organic visibility for relevant search terms and increasing paid search efficiency. SEO efforts supported keyword growth and stronger session volume, while paid search optimizations improved conversion performance. Together, these channels helped rebuild the client’s ability to generate qualified traffic after the earlier disruption.
The Next Phase
Thrive will put more weight behind the pages that matter most by building backlinks to priority product pages so they can compete more effectively in search. The team will also expand SEO content with new blogs plus category pages built around high-intent keywords that align with how customers actually shop.
On the paid side, the team will continue optimizing PPC performance by reallocating budget from lower-performing ad groups to campaigns with stronger return on ad spend (ROAS).
