Despite attracting 20,000 monthly visitors, Wall Tools’ ecommerce site saw a conversion rate stuck between 1.7% and 1.8%. The search function was powered by a basic BigCommerce plugin that offered minimal analytics and delivered poor customer experiences.
Customers searching for tools often encountered “zero results” due to misspellings, nicknames, or language barriers. For a business where a single missed sale could mean losing a $5,000 machine order, this was a major gap.
“Our customers are hardworking tradesmen. If they can’t find what they need quickly, they’ll leave. Missing even one $5,000 machine sale makes a huge impact.”
— Sacha Dent, Marketing Director, Wall Tools
Wall Tools needed a smarter, data-driven solution.
Wall Tools turned to Maropost Merchandising Cloud to transform its search experience and gain real visibility into customer behavior.
The goals were clear:
“We weren’t just looking for a better search bar. We wanted insights — to understand how our customers shop and act on it in real time.”
The results were immediate and measurable.
“Customers were searching for an ‘automatic taper’ by nicknames like ‘taping gun’ or ‘bazooka’ — often with ten different spellings. Before, that meant no results. With Merchandising Cloud, every variation now leads to the right product.”
“One of our biggest surprises was learning that customers wanted wallpaper tools from us. Thanks to the insights provided in Merchandising Cloud, we expanded our product range — and now we’re selling more wallpaper pasting machines than anyone in the U.S.”
The implementation was as important as the technology itself.
“Maropost’s team looked at the customer journey as a whole, not just the search box. That level of detail set Maropost apart from anything else I’ve seen in ecommerce.”
This customer-first approach resonated with Wall Tools’ own values.
From real-time analytics to mobile optimization across every major browser, the setup was tailored to Wall Tools’ customers — professional tradesmen ordering directly from job sites.
For Wall Tools, Maropost Merchandising Cloud has become mission-critical.
“If we ever had to cut costs, this is the one tool I’d fight to keep. Helping customers find what they need is vital to our success.”
Looking ahead, the company plans to:
By transforming its onsite search with Maropost Merchandising Cloud, Wall Tools didn’t just lift conversions — it discovered new growth opportunities, deepened customer loyalty, and built a stronger foundation for long-term ecommerce success.
“If you aren’t listening to your customers when they talk to you through your search bar, you’ll eventually lose them to someone who does. That search bar is a communication between your customer and you.”