Optimizing the Guest Experience: Data-Driven Enhacements for B2B Growth

Technical SEO, Navigation Architecture, and Conversion Funnel Optimization

PROJECT OVERVIEW

National Hospitality Supply partnered with our team to modernize their digital presence, focusing on high-impact infrastructure updates. The initiative targeted site architecture, search visibility, and user journey refinement to more effectively convert professional B2B traffic.

The Challenge

How do you transform a large, complex legacy catalog into a high-performing procurement engine while overcoming technical debt and limited search visibility?

We addressed these bottlenecks through a systematic, data-driven roadmap. The work was executed across five integrated workstreams:

Technical SEO & Site Infrastructure: We prioritized enhanced indexing by improving crawlability and implementing advanced schema markup. This was supported by ongoing performance monitoring and technical audits to ensure seamless site functionality.
UX & Navigation Overhaul: To streamline discovery within the extensive catalog, we developed a sophisticated mega-menu and reorganized the site hierarchy. We then optimized the journey by refining gateway and product listing pages to reduce friction.
On-Page & Content Strategy: We focused on search intent alignment, providing the frameworks for optimized metadata and page formatting. This included funnel refinement through continuous testing of the checkout path to maximize transaction value.
B2B Platform Integrations: We launched a Buyer Portal integration within BigCommerce B2B Edition. This integration was designed to streamline the procurement process, offering B2B customers a more efficient way to manage accounts and large-scale orders.
Performance & Reporting: Our collaborative process relied on regular analysis of acquisition channels to inform the ongoing strategy. This allowed us to maintain a revenue-focused roadmap that prioritized high-intent traffic and consistent bottom-line growth.

The Brand

National Hospitality Supply is a leading distributor of furniture, fixtures, and operating supplies for the hospitality industry. They serve a broad North American market, providing essential equipment to both independent motels and major hotel chains.

Results

The comprehensive technical and structural overhaul delivered a significant impact across all primary performance indicators. By addressing foundational SEO debt while simultaneously refining the user journey from entry to checkout, the work created a compounding effect on growth. This holistic approach resulted in a 33% increase in total revenue and a 39% surge in sessions. Furthermore, the streamlined path to purchase and improved product discovery drove a 24% increase in transactions and a 7% lift in Average Order Value (AOV).

Metrics at a glance

+%Increase in revenue

+%Increase in Sessions

+%Increase in Transactions

+%Average Order Value

SUMMARY

By fixing core site infrastructure and optimizing the conversion funnel step-by-step, the project delivered a 33% revenue lift and a 39% increase in traffic, establishing a scalable foundation for long-term B2B growth.

TECHNOLOGY SOLUTIONS

Google Marketing Platform

BigCommerce B2B Edition (Buyer Portal)

Microsoft Clarity

Describe their project management. Did they deliver items on time? How did they respond to your needs?
Mira is a great company to work with. They are organized, they hit their timelines, and when work is delivered, it is complete. Very rarely does anything need to be rechecked or fixed after launched. They are very competent and a great resource for any business to have on their side.

What did you find most impressive or unique about this company?
I'm impressed by their work ethic, thoroughness, and ability to address key issues where other top Bigcommerce agencies would struggle to do.

Chris Hans

Sales & Marketing