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Modern Search Optimization & Holiday Revenue Acceleration

What Happens When A Legacy Beauty Brand Meets
Modern Search Strategy And Data-Driven Holiday Marketing?

The Problem

Mirta De Perales is a heritage Latin beauty brand founded in 1962 with a deeply loyal customer base. However, the brand’s digital ecosystem was not built to compete in today’s search-first, AI-driven, and conversion-focused environment, especially during the most critical sales period of the year.

Key challenges included:

Website not optimized for modern search behavior (AEO, GEO, SEO)

The need to educate clients on their wide variety of dosage forms and packaging solutions.

Limited conversion optimization and mobile-first experience

Underutilized customer data within Klaviyo and Shopify

Need to drive strong Black Friday through Cyber Monday performance on a tight timeline

The Insight

Holiday revenue is no longer driven by discounts alone. 
It’s driven by discoverability, trust, personalization, and timing.

We identified an opportunity to modernize Mirta De Perales’ website for how customers actually search
today, while activating first-party customer data to create urgency-driven, personalized holiday
campaigns that built momentum from Black Friday through Cyber Monday.

A website refresh on the surface. A sustainable growth engine underneath.

The Solution

Website Optimization & Conversion Strategy

We led a full strategic refresh of mirtadeperales.us focused on modern search requirements and conversion performance.

Key initiatives included:

Implemented comprehensive schema markup (Product, FAQ, Review, Organization)

Optimized site for AEO (voice search, featured snippets) and GEO (AI-driven search engines)

Enhanced E-E-A-T signals with semantic-rich, educational content

Rewrote product pages with natural language, ingredient education, and usage guidance

Improved mobile navigation, page speed, and checkout flow

Introduced urgency elements, trust signals, and promotional clarity

Data-Driven Holiday Campaign Execution

We designed and executed an integrated Black Friday through Cyber Monday campaign powered by Klaviyo and Shopify data.

Campaign highlights included:

Advanced customer segmentation (VIPs, repeat buyers, lapsed customers)

Personalized flash sales with time-based, descending discounts

Early-access campaigns for VIP customers

Hyper-targeted cart and browse abandonment flows

Accelerated email and SMS cadence during peak buying windows

Coordinated website, email, and social efforts to sustain momentum

The Launch

The refreshed website and holiday campaigns launched in alignment with Black Friday week,
creating a seamless transition from site optimization to revenue activation.

Each phase built upon the previous one, from improved search visibility and conversion flow
to highly personalized flash sales designed to reward early action and maximize urgency.

The Impact

The integrated strategy delivered measurable, year-over-year performance gains during the most competitive sales window of the year.

Campaign highlights included:

Sessions increased 85% YoY

0 %

Total sales increased 17% YoY

0 %

Orders increased 92% YoY

0 %

Conversion rate increased from
1.01% to 1.17%

$ K+

Email-driven revenue generated
$4,469.85 during BFCM

90 total orders attributed to email campaigns

Beyond immediate revenue, the brand now benefits from:

A website optimized for modern and AI-powered search engines

Improved conversion infrastructure across desktop and mobile

A scalable Klaviyo framework for future promotions and lifecycle marketing

A sustainable competitive advantage that extends beyond the holiday season