SkyDiamond Elite

Challenge

MIRA Safety's homepage hero CTA read "Browse Our Products" and linked to a generic collections page, treating the brand like a department store. But MIRA Safety is the market leader in gas masks and PPE, their customers arrive with purchase intent, not browsing intent. With ~10% of total site traffic hitting the homepage, every misaligned click was compounding lost revenue. The challenge: prove that matching CTA specificity to customer intent could unlock revenue growth without additional spend.

Solution

We designed a statistically rigorous A/B test on the homepage hero CTA. Variant B replaced "Browse Our Products" (/collections/all) with "Shop Gas Masks" (/collections/gas-masks), routing visitors directly to MIRA Safety's core category. The test ran across 30,418 visitors split evenly between control and variant. We validated results using three independent methods, frequentist z-test, 95% confidence intervals, and Bayesian analysis, ensuring the outcome was proven, not directional.

Result

Mobile (62% of traffic) delivered a +14.5% conversion rate lift (3.63% → 4.15%) and +23.8% revenue per visitor lift ($18.51 → $22.93) at p=0.020 statistical significance and 97-98% Bayesian confidence. AOV increased +3.6%, confirming higher-quality conversions. Applied to total site traffic, this single test produced ~2.4% total business revenue lift and an estimated +8% increase in total profitability, with zero additional ad spend, zero new traffic, and zero incremental cost.

Challenge

EHS manages a multi-building student and intern housing portfolio in NYC. New prospects enter each semester with zero brand awareness, using search to compare options before booking. Decision windows are compressed and the first provider to appear wins disproportionately. EHS needed to dominate organic search across high-intent housing queries and drive traffic directly to property-specific booking pages, not just the homepage, to capture net-new demand at scale without paid media dependency.

Solution

SkyDiamond built and maintains EHS's organic demand capture infrastructure: keyword strategy targeting high-intent queries like "student housing nyc" and "intern housing nyc," property-specific page optimization for 7 buildings, technical SEO and internal linking architecture, and active management of 6 Google Business Profiles. Each property page was optimized independently to rank for its own query set, ensuring prospects land on bookable inventory rather than navigating from the homepage.

Result

37,604 organic clicks (14,627 non-brand). 558 keywords in top 10, 132 in top 3. Top positions for "student housing nyc" (position 2.71, 1,664 clicks) and "intern housing nyc" (position 3.89). 70%+ of traffic landed on property pages. Google Business Profiles generated 172,597 impressions and 34,925 actions (20.23% action rate). Hudson Yards achieved 38.17% action rate. This visibility fed the pipeline that converted $4.66M in won revenue downstream.

Challenge

K18 Biomimetic Hairscience had revolutionary product-market fit in professional salons but zero direct-to-consumer infrastructure. They needed to build an entire DTC revenue engine from scratch while competing against legacy players like Olaplex, Redken, and Moroccanoil with decades of market presence and near-billion dollar budgets. The goal: transform a $0 ecommerce operation into an acquisition worthy performance marketing machine.

Solution

Built full-funnel paid media architecture across Google Ads and Meta. Deployed Advantage+ Shopping Campaigns with rigorous creative testing. Implemented custom GA4 configurations with Net Revenue, Net AOV, and true ecommerce conversion tracking. Conducted Experian Mosaic segmentation to identify high-value audiences (A01, C13, A06, B10). Captured competitor spillover queries and “K18 alternatives” search traffic. Scaled spend while maintaining ROAS efficiency.

Result

$1.85M tracked DTC revenue by Q1 2022. Paid Search: $648K (35% of revenue). Meta carousel ad: 2.47X ROAS ($93.6K from $37.8K spend). Scaled Google Ads from $836K to $1.19M while growing impressions 4.9M→79.8M. K18 acquired by Unilever Prestige in multi-billion dollar deal. Success led to 18 GA4 migrations across 10 Unilever brands (Dermalogica, Tatcha, Paula’s Choice, Murad, etc.) in US, UK, and EU.