Modern Bathroom Defies Competition with 155% Revenue Growth

Overflowing Revenue Increases

Service
Paid Advertising, SEO, Ecommerce

155%
Revenue Growth
121%
Organic Items Sold
321%
ROAS
49%
Paid CPA

The Challenge

Faced with increasingly intense competition and a shifting SERP landscape, Modern Bathroom turned to its long-standing partner, Straight North, to ensure a continuation of consistent and strong ROI.

About Modern Bathroom:

Modern Bathroom offers high-quality bathroom products from top brands at competitive prices, with options to shop online or at their southern California showroom.

TARGETED SOLUTION

Straight North leveraged tactical planning to combat increasing competition and maximize brand visibility among key target consumers: contractors seeking quality fixtures and vanities at competitive prices and homeowners tackling DIY bathroom renovations. In doing so, the goal of stabilizing ROI was reached and, ultimately, surpassed with a notable increase in ROI.

Through this approach, Straight North designed a dual strategy:

  1. Implement an SEO campaign highlighting a robust content plan to target SERP features with regular audits, continuous product and category page optimization, refining content, identifying and filling critical content gaps, and enhancing technical and on-page elements.
  2. Execute a vigorous paid advertising campaign with a calculated combination of aggressive bidding and budgeting with strategically curated ad placement to increase ecommerce revenue while improving return on ad spend.

“Our team at Straight North does a fantastic job. They’ve taken the time to understand our unique business instead of a “one-size-fits-all” strategy (like other companies do). They are proactive, happy to “do” (not just “suggest”), and I trust them – which for me is the most important.”

Danielle M.
Internet Marketing Consultant
Modern Bathroom

STRATEGY

SEO

Driving Conversions with Targeted Traffic

Goal

Increase conversions by driving high-intent organic traffic to targeted pages.

Challenge

Strategically map high-converting keywords to targeted pages while maintaining natural readability. Striking a balanced approach ensures optimal user experience and engagement, directly contributing to improved conversion rates.

Best Practice

Combine a seamless blend of keyword relevance and meaningful content to create a positive user experience.

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Strategic Solutions
  • Identify high-intent, conversion-driving keywords and selectively incorporate them on relevant pages.
  • Create strong, prominently placed calls-to-action (CTAs) that relate to the keyword intent.
  • Ensure each page includes keyword-rich, yet natural, content and clear CTAs in headers and meta descriptions.

SEO

Maximizing Brand Visibility Through Thought Leadership and Informational Content

Goal

Increase brand visibility with thought leadership resources.

Challenge

Blogs are an outstanding resource to position a brand as deeply knowledgeable and authoritative within the marketplace. However, maintaining blog relevance over time hinges on fresh content that aligns with evolving user interests, trends, and search engine algorithms.

Best Practice

Consistently perform content audits while regularly writing both timely and evergreen knowledge-rich, thought leadership blog content.

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Strategic Solutions
  • Frequently perform content gap analyses and keyword research to identify current, high-traffic keywords, topics, and themes that align with user intent and interests within your niche. Reconcile these findings to pinpoint gaps in existing blog content. Then, write and schedule new posts around these topic gaps. Examine previous posts and update old data, statistics, references, meta tags, images, and multi-media content to current metrics and standards. If necessary, add new sections and insights reflecting present trends and advancements. Once complete, republish these posts with current dates and promote them across newsworthy channels such as newsletters and social media.
  • Build broad-topic pillar pages and subtopic blog clusters to enhance internal linking opportunities. Doing so improves the user experience and SEO performance.
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↑ 542% Organic Traffic
Since partnering with Straight North

SEO

Optimizing Website Performance and Crawlability to Address Technical SEO Challenges

Goal

Ensure search engines can efficiently access, understand, and rank the website’s content.

Challenge

Before the start of Straight North’s SEO campaign, multiple target pages were not being indexed due to technical problems, such as incorrect canonical tags and omission from the XML sitemap. Other technical issues included slow page speed, poor Core Web Vitals, mixed content topics, and missing on-page elements.

Best Practice

Improve website performance, crawlability, and indexability by optimizing site speed, fixing broken links, improving mobile usability, ensuring proper site architecture, implementing structured data, and resolving any crawl errors.

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Strategic Solutions
  • Conduct a thorough audit to identify canonical tag errors and ensure all important pages are listed in the XML sitemap. Once complete, submit a clean, updated sitemap to Search Console to remedy and provide proper indexing.
  • Address Core Web Vitals metrics and implement technical fixes such as image compression, lazy loading, and code minification to enhance both user experience and SEO performance.
  • Identify and eliminate any instances of mixed content by ensuring all resources (images, scripts, CSS files) are served over HTTPS. At the same time, optimize headers and images to accurately align with keyword targets to improve page comprehension.

SEO Results

Results for Two Core Product Categories

Bathroom Vanities

42%

More items sold

Tubs

550%

More items sold

Paid Advertising

Achieve Revenue Growth via Bid Strategy Testing and Traffic Quality Improvement

Goal

Increase ecommerce revenue while maintaining or improving Return on Ad Spend (ROAS).

Challenge

The competitor landscape remained strong despite a poor economic climate, forcing Modern Bathroom to boost conversion rates to compete with larger spenders in ad auctions.

Best Practice

Combine an aggressive bidding and budgeting approach with strategic content guardrails to produce more efficient ad campaigns. Curate ad placement and develop strategic scheduling, instead of heavy bidding at every auction, to yield stronger, more impactful results.

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Strategic Solutions
  • Implement Target ROAS bidding, setting an initial ROAS goal well below the actual 300% goal. Then, every two weeks, analyze spending patterns, revenue performance, and ROAS against these goals while ensuring the ads are not being limited by the target parameters. Based upon these assessments, incrementally tighten the Target ROAS parameter while simultaneously ensuring scalability potential.
  • Determine ideal content guardrails limiting low-quality auction ad spend. Exclude specific mobile app categories, website themes, and content categories to eliminate low-quality lead sources. Doing so expedites the AI learning phases to improve ROAS faster.
  • Using historical seasonal and sales data as a guide, adjust daily budgets according to expected conversion rates. Strategically increase or decrease the budget to maximize revenue while staying within the ROAS target. Drastic changes will trigger AI relearning, which should be avoided, but methodical adjustments can generate positive impacts.

Paid Ad Results

189%

Paid Ad Revenue

321%

ROAS

49%

Paid CPA

BUSINESS IMPACTS

Modern Bathroom faced growing and intense market pressures from larger competitors. However, through a strong and dedicated partnership, Straight North turned new concerns into wins by continuing to successfully increase brand awareness, online sales, and consistent year-over-year growth.

155%

Revenue Growth

121%

Organic Items Sold

321%

ROAS

49%

Paid CPA

“Modern Bathroom has relied on our expertise as its exclusive SEO partner for the past decade. Throughout this long-standing relationship, we’ve successfully navigated countless major algorithm updates. Maintaining a technically sound website and consistently delivering high-quality, helpful content have significantly increased site visibility and enhanced organic ecommerce revenue.”

Josephine Schramm
Senior SEO Strategist

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