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How Mavlers took a new D2C home fixtures brand from zero online presence to 972 purchasers in year one

Project Overview

Organization

Confidential (new D2C home fixtures brand; identity withheld for confidentiality)

Industry

E-commerce, Home Fixtures

Data Sources

Client analytics and search performance data for the stated window

Comparison window

2025 vs. 2024

Scope

Website Build, SEO, PPC

Products / Services Used

  • E-commerce Website Build
  • SEO
  • PPC
  • Analytics & Measurement Setup
  • Conversion Foundation

The client is a brand-new D2C home fixtures brand entering a crowded e-commerce category dominated by big-box retailers. No domain history, no rankings, no traffic, no conversion infrastructure: every sale had to be built from zero. The gap was commercial, not cosmetic. Demand existed in the category, and the business was not capturing any of it. The launch assessment worked backwards from one question: where will the first sales come from, and what has to exist for them to repeat?

Performance Insights

Key results for the client

972

Purchasers in 2025 (+274% YoY)

+350%

Organic sessions, year over year

+268%

Key events (conversions), YoY

+393%

Total users, year over year

Client Objectives

The challenges the client faced

1.
No search equity

A new domain with no rankings or authority, competing against big-box retailers with years of accumulated visibility.

2.
A crowded category

The high-volume category terms were already owned by established retailers with deep product catalogs, putting head terms out of reach on day one.

3.
No revenue engine

No website, no measurement, no paid or organic channel. Nothing existed to convert demand into sales.

4.
No single channel could carry the launch

Organic search compounds but takes time to build; paid search converts immediately but needs a site built to sell. Either alone would stall.

5.
No analytics history

With no baseline data, there was no way to prove what was working, so measurement had to exist before demand could be scaled responsibly.

Mavlers Strategy

How we built a working sales channel from a standing start

A full-funnel launch, sequenced deliberately: build the store, make it findable, and drive qualified demand from day one.

1.
Mapped the demand landscape

Category and product-level search demand sat with big-box retailers. A new brand could not win head terms on day one, but could compete on product-specific and intent-specific queries while authority was built.

2.
Built the e-commerce website as the conversion foundation

Product architecture, category structure, and measurement in place before any traffic was driven, so every visit could be captured and counted.

3.
Established SEO from day one

Organic visibility for the new domain, with product and category content structured around how buyers actually search the fixtures category.

4.
Launched PPC alongside for immediate sales

Paid search captured in-market demand from launch, while organic authority compounded in the background.

5.
Set the conversion and measurement baseline

With no analytics history, a measurement setup that could capture demand and prove what was working from day one became the launch's control panel.

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Results

What the client achieved

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The insights

Why it worked

  1. Conversion foundation first - Building the website and measurement before driving traffic meant every visit from day one could convert and be counted, so spend was never poured into a leaking funnel.
  2. Two channels, sequenced as one - PPC delivered sales immediately while SEO compounded, so the launch never depended on a single channel maturing on schedule.
  3. Fought where a new brand can win - Product-specific and intent-specific queries instead of head terms owned by big-box retailers, capturing demand while authority was still being built.
  4. Growth from new buyers, not recirculation - Total users up 393% alongside session growth shows the visibility gains reached genuinely new audiences.

Sandra Field

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