Cutting Edge Stencils


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. Are you next?

  • 140% Increase in Sales

  • 50% Increase in Web Conversion

  • 40% Increase in Web Traffic

  • 25% Decrease in Checkout Time

  • 20% Increase in Time Duration

for Us 01

Our challenge was to provide an established business with an end – to – end online solution built around trust between partners. We wanted to deliver an ADA compliant site with enhanced security and performance, on a powerful CMS platform which showcased robust UX and UI designs.

Keeping the approaching date of Magento 1’s end of life in mind, we knew a migration was necessary, however, it was important that we worked to preserve the large existing customer base CES had established over the years with the DIY community using the Magento 1.9 site.

Technical goals aside, it was essential that our team established an open line of communication with the CES team to create a unified vision for the company that we could translate into a better converting site with expert CX design.

Our Approach 02

  • Stabilize the preexisting Magento 1.9 site
  • Upgrade to Magento 2.3 and Increase Stickiness
  • ADA Compliance
  • Multi-Channel Strategy and Implementation
  • Conversion Rate Optimization (CRO)
  • Develop and Implement Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM) Strategy and Solutions

The Solutions 03

Prior to partnering with DotcomWeavers, Cutting Edge Stencils’ online store was faced with a loss in revenue, high bounce rates, and multiple security hacks. Because of major site inconsistencies, management was burdened with having to send newsletters and updates to personally reach the customer base and explain the site inconsistency.

  • Simplified Customer Journey
  • A Mobile-First Approach
  • ADA Compliance
  • Streamlined order fulfillment
  • Heightened site security and speed through the use of CDNs and firewalls
  • Multi-Channel Integration (Amazon, Google Ads, Instagram)
  • Search Engine Marketing (SEM) Strategy and Solutions

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

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







eCommerce 05

Optimized for customers & admins

Cutting Edge Stencils was well known across social media for their exquisite stencils designed for the DIY decorator. Despite the high quality and popularity of their products, the instability and security vulnerabilities of their Magento 1.9 online store was increasing bounce rate and causing a loss in revenue.

Education 06

Deepening customer engagement

Cutting Edge Stencils produces some of the most beautiful and unique decorative stencils for today’s DIY-er. Janna Makaeva and Greg Swisher, long-time professional decorative artists, founded the company in 2008.

Prior to that they ran the New York area’s leading decorative painting company, Spec Fin (Specialty Finishes). During that time they completed hundreds of high profile decorating projects in collaboration with the area’s leading interior designers.

I was seriously impressed at the quality of their work, professionalism, and meeting 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

Partner with Us

Since 2007, the DotcomWeavers team has helped clients design, customize and launch profitable eCommerce sites. We’re integration experts and passionate web strategists ready to help you create the best website for your business.