Stone-Tile
Digital Marketing, PPC / B2C, E-Commerce, Luxury
Stone Tile is a premium e-commerce brand, based in Canada, offering high-end tile and stone products for both residential and commercial spaces. With a product line tailored to designers, architects, and style-savvy consumers, the brand emphasizes quality, aesthetic appeal, and a seamless digital shopping experience.
JOURNEY
Objective
Following a slowdown in online sales and order volume, Stone Tile approached Lounge Lizard looking to reenergize their e-commerce performance. The main goals of the project were as follows:
- Increase customer acquisition and conversion rates
- Generate more sample requests to feed the sales pipeline
- Grow e-commerce revenue through paid media and email marketing
- Improve overall site performance and reduce bounce rates
Approach
The project began in July 2024, with campaigns launching on August 1. We took a full-funnel approach—mapping the customer journey, building custom landing pages, and executing a multi-channel performance strategy that targeted users at every stage of consideration.
Brand & Audience Strategy
- Researched B2C and B2B personas: income levels, buying triggers, and search intent
- Developed strategies to move sample buyers to full-size purchases
- Created segmented journeys for architects, designers, and homeowners
Landing Page Development
- Built landing pages by product category to match search and ad intent
- Enhanced UX for better engagement and conversion rates
Paid Media Execution
- Google Ads: Rebuilt entire account, fixed Merchant Center issues, segmented by region/language
- Meta & Pinterest: Focused on new arrivals, promos, and retargeting sample buyers
- Organized campaign structure to A/B test audiences, creative, and offers
Email Marketing with Klaviyo
- Built abandoned cart and sample-to-sale flows
- Post-purchase automations for reviews, referrals, and social shares
- Designed a flexible new master newsletter template for ongoing use
Retargeting & Conversion Tactics
- Created custom audiences for sample purchasers
- Launched performance-driven retargeting to convert into full orders
Technical Improvements
- Identified major site speed issues with Magento PWA setup
- Delivered performance recommendations to reduce load times and exits
Impact
Through targeted advertising, thoughtful email strategy, and smart retargeting, Lounge Lizard helped Stone Tile recover from stagnant sales and hit record-breaking performance in Q1 and Q2 2025. Additional impact included:
- Increased sample-to-sale conversion rate with dynamic retargeting
- Strengthened full-funnel marketing across search, social, and email
- Boosted brand visibility through high-performing creative and offers
Results
Stone Tile saw measurable success across all digital KPIs—with strong revenue gains, higher engagement, and more efficient ad spend across platforms.
- +22% increase in total eCommerce revenue
- +45% increase in total eCommerce orders
- +30% increase in sample orders
- 19% YoY increase in revenue
- Top-performing platform: Google Ads (branded campaigns with showroom geo-targeting)
- Highest revenue month ever during Spring Sale 2025 campaign
- Klaviyo-attributed revenue: growing month-over-month, led by automation flows
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