Using multi-channel strategy to drive eCommerce growth.
CityPier Seafood needed to understand which digital channels could most effectively drive site traffic and online orders.
Client: CityPier Seafood
Industry: eCommerce / Food & Beverage
Focus: Paid Media Strategy, A/B Testing, Conversion Optimization
The challenge
CityPier Seafood wanted to grow online orders, but needed clearer data on which digital channels could drive the strongest results.
With finite media dollars, the brand needed to evaluate different channel mixes before making larger investment decisions.
The challenge was not just to generate traffic.
It was to understand which combination of channels could move users through the funnel and create measurable business impact.
What Integral did
Integral launched a structured A/B test comparing two media mixes.
Group A: Paid Search + Paid Social
Group B: Paid Search + Paid Social + Display
The work included:
Platform-specific creative tailored to each channel.
Tracking across Google Analytics, Google Ads, Meta Business Center, and Google Campaign Manager.
Weekly optimization and performance monitoring.
Full-funnel reporting to understand how channel mix affected traffic, engagement, orders, and revenue.
Results and impact
The campaign showed the business value of an integrated digital media strategy.
Results included:
141% increase in impressions.
49% increase in site traffic.
1.5x increase in time on site.
276% increase in orders.
269% increase in gross revenue.
CityPier gained clear data on the value of a full-funnel, multi-channel strategy, helping inform future marketing planning and investment decisions.
Strategic takeaway
Testing is not just about performance. It is about learning what to do next.
For CityPier, the strategy created both immediate results and future clarity. The brand did not just get more traffic and orders — it gained a smarter understanding of how its marketing channels worked together.
That is what makes testing strategic instead of random.
Related services
Marketing Strategy
Brand Audits & Marketing Roadmaps
Strategic Execution Support
Website & Content Strategy
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