Taylored Expressions: Putting a Stamp on Ecommerce Success

A strategic BigCommerce rebuild focused on the user experience transformed the brand's digital storefront into a high-performing hub for the crafting community.

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PROJECT OVERVIEW

Taylored Expressions, a leading brand in the paper crafting industry, selected Mira Commerce to execute a complete redesign and re-platforming of their ecommerce website. The brand’s existing site did not fully capture its market leadership or effectively serve its dedicated community of makers. Mira Commerce was tasked with developing a best-in-class digital flagship on the BigCommerce platform, engineering a solution to enhance the user journey and build a scalable foundation for future D2C growth.

The Challenge

The central challenge was to architect an online experience that not only simplified the path to purchase but also actively inspired and engaged a user base of passionate crafters, reflecting the brand's community-centric values.

Our solution was to build a user experience based on how crafters actually think and work. We chose BigCommerce because it provided a solid foundation that was also flexible enough for us to build the custom features needed to bring the brand’s vision to life.

Our process started with understanding the customer. We studied how crafters plan projects and shop for supplies to find areas where the old site was frustrating or missed a chance to inspire. Based on this, we did a complete redesign of the site, built several new features from the ground up, and connected their popular blog content directly with their products.

Key features we implemented include: 

Shop by Color: Crafters often look for materials in a specific color palette. We built a visual tool that lets users pick a color and instantly see all matching products—from cardstock to ink—which makes planning a project much easier.

Crafting Kit Finder: To prevent customers from feeling overwhelmed by options, we created a smart filter. This helps users find the perfect kit for their needs by sorting by project, style, or skill level.

Blog and Store Integration: We connected their inspirational blog posts to their product pages. Now, when a customer reads a tutorial, they can find all the supplies they need right there, closing the gap between inspiration and creation.

Wishlist for Project Planning: We turned the basic wishlist into a tool for organizing projects. Customers can create multiple lists, add notes, and see if items are in stock, helping them plan future purchases.

Custom Promotions: We set up a system for banners and offers that adapt to what users are doing on the site, making promotions more relevant and helpful.

Taylored Expressions

Founded in 2008 by Taylor Van Bruggen, Taylored Expressions is a highly respected brand in the paper crafting community, known for its high-quality, American-made stamps, dies, and supplies. The company has built a loyal following by focusing on education, inspiration, and authentic community engagement.

Results

The new website launch delivered immediate, measurable, and significant improvements across key performance indicators, confirming the success of the user-centric strategy. The platform provided not only a superior customer experience but also created substantial business value, demonstrating a clear return on investment.

The 49% increase in overall user sessions and 53% lift in organic search sessions validated the new site's appeal and technical health. Users were more engaged, spent more time exploring, and were more likely to find the site through search engines, thanks to the improved SEO architecture and integrated content. This increased visibility was further confirmed by Google Search Console data, which showed a 36.6% increase in impressions and a 20.5% increase in clicks, indicating a stronger presence on the search engine results page.

Most critically, the custom-developed features directly translated to commercial success. By streamlining the path from inspiration to purchase, tools like the "Shop by Color" navigator and the "Crafting Kit Finder" reduced friction and improved conversion rates. This is reflected in the 36% increase in organic search revenue and, ultimately, the 56% increase in overall revenue, proving that a platform built to serve the user's creative process is a powerful engine for sales growth.

Metrics at a glance

+%Increase in Revenue

+%Increase in Sessions

+%Increase in Search Impressions

+%Increase in Organic Revenue

+%Increase in Organic Sessions

What were the measurable outcomes from the project that demonstrate progress or success? ”Increased traffic, engagement, conversions, average order growth” Describe their project management. Did they deliver items on time? How did they respond to your needs? ”Timely deliverables. Clear task management.” What did you find most impressive or unique about this company? ”Their ability to understand our unique business needs impressed us.”

Megan Elfers

CMO, Taylored Expressions

SUMMARY

The strategic replatforming of TayloredExpressions.com successfully aligned the brand's digital presence with its market-leading reputation. By shifting from a transactional model to an experience-driven one, Mira Commerce delivered a custom BigCommerce solution that generated significant growth across all key metrics. The project resulted in a 56% increase in overall revenue, a 49% increase in sessions, and a 53% lift in organic search traffic that drove a 36% increase in organic revenue. Search visibility also grew, with impressions climbing 36.6%. This performance proves that a maker-first approach, validated by data, has equipped Taylored Expressions with a powerful, scalable platform poised for long-term success.