How the nation's largest stencil retailer generated a 140% jump in sales

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An Artful Solution to eCommerce

With the help of a site redesign and a well-founded partnership, the masters of DIY projects at Cutting Edge Stencils (CES) saw an increase in sales of 140% across multiple channels, with the sales contribution from paid medium increasing by 4x to 14% of total revenue. The experts at DotcomWeavers elevated this business and helped them in their journey to artful eCommerce success. 

Our Approach


The strategists at DotcomWeavers started by evaluating the pain points. During the analysis, they discovered an aging version of Magento, inefficient order fulfillment, website security and data breaches, no multichannel marketing strategy. All of this led to a significant drop in revenue.


Our development team started by upgrading the Cutting Edge Stencils website on an upgraded Magento 2.4x platform. Then our UX team redesigned the user experience with a simplified, mobile-first approach. The design was also driven by a heavily researched CRO effort.


With the upgraded website in place, our marketing group launched a multichannel strategy that was supported by SEO, PPC, and social media campaigns.

The Result

This strategy resulted in a 140% increase in sales across multiple channels, with the sales contribution from paid medium increasing by 4x to 14% of total revenue. 

I was seriously impressed at the quality of their work, professionalism, and hitting every benchmark! I highly recommend this company, in my opinion, they are one of the best out there. They take huge pride in what they do and it definitely shows

— Janna Makaeva | Owner | Cutting Edge Stencils

The Details

UI/UX Design

With each click the user is efficiently guided through a well-defined and cohesive D2C journey using a mobile first approach. The website is now equipped with many engaging capabilities and features customers can access from the beginning to the end of their experience.

Customers can:

  • ‘Shop by Project’
  • Seek inspiration under ‘Stencil Ideas’
  • Watch educational videos
  • View suggested products or tools

All of which will help them efficiently complete their home improvement endeavors and connect them with CES for their present and future DIY needs.

Social media is an integral part of an expertly developed, mobile-first UX design. We were able to increase social media engagement throughout the customer journey using data-driven competitive research and extensive analysis of customer behavior through the use of heat mapping tools. CES now has a more wide-reaching presence on

  • Instagram
  • YouTube
  • Snapchat
  • Pinterest
  • CES Blog

Web Development

During this site overhaul, we aimed to enhance personalized searches and checkout experiences along with a total overhaul of the product detail pages. With the necessary enhancements the CES online store saw an increase in both in average order value (AOV) and revenue per visitor (RPV). Our focus during web development included three major elements essential to every ecommerce business:

  • Conversion Rate Optimization (CRO)
  • Search Engine Marketing (SEM) Strategy
  • Search Engine Optimization (SEO) Development and Implementation

A major step to assist CRO was the integration of several trusted third party tools such as:

  • PayPal
  • FraudLabs
  • Yotpo
  • Social Media Integrations


We provided CRO support as well as SEO and SEM strategy. We also provided continued advice and direction to ensure that customer lifetime value (CLV) was stable without raising the cost per acquisition (CPA). Our strategies heavily influenced the total increase in web traffic and overall conversion rates.

SEO and SEM Strategies Used:

  • Google Ads
  • Yotpo
  • Amazon Advertising
  • FOMO
  • Abandoned Cart Emails
  • Social Media Integration
  • Multi-Channel Integration

Ready to have our team work for you?

Schedule a free consultation with one of our eCommerce strategists