TOVAA

From Stalled Sales to +$143K in Email Revenue

Results

159%

increase in year-over year sales

$143K

lead list increase

$28K

abandoned cart recovery

Client: TOVAA

Scaling Traffic and Sales With SEO, UX, Email, and Pinterest Optimization

TOVAA is an e-commerce jewelry brand specializing in custom Moissanite engagement rings. One year after launching, traffic and sales were stalling. In a highly competitive category, the client knew they needed to stand out — not just in design, but in experience. With no email system, minimal site engagement, and a complicated quote process, visitors weren’t converting.

The Challenge

Flat traffic, unclear conversion paths, and no email system in place.

When we began working with TOVAA in June 2021, sales were declining and traffic was low. The site lacked foundational marketing systems: there was no structured email marketing, no welcome offer, and no intuitive path for customers to start the design or quote process — a critical flaw for custom jewelry. In such a high-intent category, every missed lead was a missed sale.

The Strategy

We focused on conversion-first improvements, backed by Pinterest traffic and lifecycle email flows.

Improve Conversion with a Direct Line to the Founder

We implemented an on-site chat feature that routed directly to the owner’s phone. This allowed potential buyers to ask questions and begin the quote process in real time — removing friction and improving trust.

Launch Email Capture and High-Converting Welcome Series

We created a branded pop-up with a discount offer, followed by a strategic welcome flow that explained the custom design process. The series introduced the brand, showcased past work, and encouraged consultation bookings — all on autopilot.

Turn Pinterest Into a Traffic Engine

We overhauled TOVAA’s Pinterest strategy to focus on high-quality pins that linked directly to product pages and blog content. This helped drive consistent traffic from an intent-rich audience, without relying on paid ads.

The Results

159% increase in year-over-year sales

Clearer funnels and stronger engagement tools helped dramatically boost conversions.

$143K in revenue from pop-up email signups

Traffic from Privy-captured users converted to purchases at a high rate — with 1,346 new sign-ups at a 3.29% rate.

$28K recovered through abandoned cart flows

Our three-email recovery sequence achieved a 5.05% conversion rate, saving lost revenue consistently.

Key Takeaways

01. Friction kills conversions — fast access builds trust

Adding a chat feature connected directly to the founder made the brand feel personal and responsive, increasing quote requests and conversions.

02. Lifecycle email is essential for custom eCommerce

Without structured onboarding and follow-up, custom purchase journeys stall. A clear welcome flow brought clarity and drove $20K+ alone.

03. Pinterest isn’t just for lifestyle brands

With the right targeting and visuals, Pinterest became a low-cost, high-impact traffic source for a luxury category.

04. Every pop-up should have a purpose

The pop-up offer generated leads that were nurtured and converted — proving it’s not just about collecting emails, but what happens after.

Client Testimonial

I am a first time business owner and new to marketing and the world of SEO so I didn’t really know what to expect. What I do know is that they go above and beyond and the hard work they’ve put in is translating into sales.. what more can I ask for! If you’re looking for help growing your business I highly recommend them!

Marlee Erickson

Founder, TOVAA

Ready to drive traffic that converts?

Let’s build a strategy that actually grows your business.

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