ABOUT

Mercury Mosaics has always been a small and mighty tile maker. Yet, as their five year vision explains, they knew the rarified space of artist-made tile had room for expansion––not everyone is aware of how exquisite hand-painted tile can be. So our task was to expand their reach, increase conversions from that traffic, and make their artistry as profitable as possible.All that takes a multi-faceted digital strategy. To understand how it all comes together, let’s take a look at one of their best sales months ever in early 2021:A successful e-commerce business needs to bring in sales from multiple sources. In this case, we have homeowners, interior designers, architects, and contractors. They all use search and social media, but need to be reached and messaged differently. Further, monthly site analytics and user experience tweaks increase purchases from all traffic sources.
Thanks to an audit, corresponding website optimizations, email and social ads strategy, the Trade Program’s sales to design and construction professionals increased 60% in the first quarter of 2021 over the previous year.Search ads can be tricky in a product category with heavy competition––there is less space to creatively differentiate your product, so you end up competing primarily on price. There is a lot of tile for sale out there, most of it is cheaper (in every way) than Mercury’s. Nevertheless, we’ve seen a 2,865% ROI on search ads since we took control of that in Jan, 2020 through Q1 2021.
With search ads we can get in front of people who are already looking for tile. With social ads, you are primarily convincing people they need this tile. Our ad creative used the client’s photography and videography, combined with crafty copy, to turn their tile into true objects of desire. We used data from Mercury’s email list along with anecdotal data from the sales team to create buyer profiles and intricate target audiences.
While we do not manage Mercury’s Pinterest ads, we shared data and assets used to improve their performance. Our top performing Facebook ads also run on Pinterest, our Facebook audience data is used for targeting, and they set up a Pinterest shop like our Facebook shop and started tagging products in pins based on our recommendations.