E-commerce Transformation: From Confused Traffic to Double Sales

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E-commerce Transformation: From Confused Traffic to Double Sales

Client

Non-disclosure

Annual Revenue

$1,500,000

Market(s)

Canada, USA

The Challenge

The client was selling a niche food product line to small food businesses in Canada. The products were premium priced, with a taste profile that appealed mainly to highly health-conscious customers. Because of their limited usage and acquired taste, the products needed precise positioning.

Initially, the client hired a local SEO agency for basic SEO and social media. However, the execution was poor: irrelevant blog posts stuffed with keywords, questionable recipes, and misleading content that failed to resonate with the real target audience. It was like wholesaling frozen pizza dough but running campaigns designed to attract Pizza Hut’s retail customers.

The result? High traffic costs, confused prospects, low credibility, and a very low conversion rate during the first year of launch.

Our Approach

Mélange Marketing Communications stepped in to refocus and restructure.

Product Line Optimization: We helped the client reorganize their product offering, making the catalog more compact, logical, and relevant to business buyers.
Website Redesign: A full Shopify overhaul with professional photos, apealing product descriptions, and improved catalog navigation. Every product description was rewritten to align with real-world usage and buyer expectations.
Market-Driven Development: We worked closely with the client’s R&D team, ensuring that every new product launch reflected real demand, practical applications, and a clear competitive edge.
Targeted Advertising: Despite budget constraints, we restructured Google Ads campaigns, focusing on health-conscious clients and business owners in carefully researched market segments.
Shopify Enhancements: We managed the Shopify store, adding advanced features such as multi-location inventory, wholesale tiered pricing, QuickBooks integration, referral programs, and engagement campaigns.
Amazon Store Overhaul: We rebuilt the client’s Amazon store, selecting a few strategic SKUs to be Fulfilled by Amazon (FBA). We made sure the new price and total revenue covered all FBA-related costs—unit production cost, FBA fees and storage fees, and sponsored ad spending—which together typically account for 40–50% of the retail price in this category. With more accurate and responsive inventory management, faster turnaround, and stronger branding, the client was also able to sell at higher prices thanks to better marketing. Products were positioned effectively and quickly earned Amazon’s Choice badges.

What is an Amazon’s Choice Badge?

The Amazon’s Choice Badge is awarded to products that are highly rated, well-priced, and available to ship immediately through Amazon Prime. Winning the badge gives products greater visibility, increased buyer trust, and a significant boost in conversion rates. In this client’s case, it validated their premium product as a top choice within its niche category.

The Results

Amazon’s Choice Recognition: Multiple SKUs earned the badge, driving credibility and sales.
Shopify Growth: Sales increased by 78% year-over-year.
Ad Performance: Google campaigns achieved 7–15% conversion rates.
Market Expansion: Successful entry into the U.S. market.
Lead Generation: Increased email and phone inquiries from qualified prospects.