Salted: Transforming an Alberta Retailer’s Website Into a Revenue-Driving, SEO-Powered Success Story
Resulting in 77% higher sales and 160% more orders.
Salted is a luxury brand dedicated to crafting premium, handcrafted salted caramels that transform everyday moments into indulgent experiences
By revamping their site and empowering their team to execute smarter advertising decisions, Salted is now on a sustainable, scalable path to e-commerce growth.
Salted partnered with Top Draw to overhaul their existing Shopify website and equip their team with the skills and confidence to run high-performing Meta ads. With a strategic blend of SEO optimization, UX/UI upgrades, and hands-on coaching to help create new digital ad campaigns, Salted saw rapid improvements in traffic, engagement, and most importantly, online revenue.
Key Stats
- Total Sales surged by 77%
- Total Orders increased by 160%.
- Conversion Rate increased by 64%.
- Sessions increased by 156%.
Services
- Website Audit + Optimization
- SEO Implementation
- UX/UI Enhancements
- Meta Ads Training
- Analytics Setup + Measurement Framework
Challenge
Salted had already built a strong local presence in Sedgewick, Alberta as a well-curated destination for lifestyle gifts, home goods, treats, and Canadian-made products. Their story was one that you can’t help but root for: three small-town Alberta moms, with a goal of bringing high-quality, decadent treats to customers to either gift or enjoy.
Their brand aesthetic was strong, and customers loved them, but growing outside of their region was posing a challenge. They needed an improved website and a better shopping experience for customers.
Their website was functional, but not fully optimized:
- Pages weren’t structured for strong SEO performance.
- Product pages and navigation needed stronger UX to reduce friction.
- The customer journey wasn’t fully aligned with how shoppers were actually browsing and buying.
- Their Meta ads were running, but not effectively contributing to sales.
Salted didn’t just want more traffic. They wanted:
- A website that felt polished, intuitive, and high-performing. In other words, one that reflected the serene, indulgent experience of biting into one of their buttery, soft, decadent caramels.
- A sustainable way to drive more sales online.
- The skills to manage and optimize their own ads with confidence, without depending on an agency long-term.
They wanted a stronger digital foundation, paired with the knowledge to scale it. Top Draw knew right away that they needed a clear strategy, and a deeper understanding of digital marketing.
And the in-house skills to scale their brand on their own terms.
Our Solution: Website Revamp + Hands-On Meta Ad Training
Top Draw took a two-phase approach: optimize the website first, then train the team to amplify results through better ads.
Rather than redesigning from scratch, we enhanced the existing site to perform like a modern, conversion-ready e-commerce platform.
Phase 1: Website Optimization (UX/UI & SEO)
We restructured and refined the Salted e-commerce platform by focusing on site architecture, user flow, and technical performance:
- Conversion-Focused UX/UI: Simplified navigation, improved product page layouts, and optimized the checkout flow to reduce abandonment.
- Strategic SEO Implementation: Conducted comprehensive keyword research and implemented on-page SEO across key collections and products to significantly increase high-intent organic visibility.
These changes helped reduce friction and make it easier for customers to shop, and more importantly, buy!
Phase 2: Meta Ad Training
Once the high-converting site was live, we shifted focus to strategic traffic generation:
- Hands-On Campaign Strategy: Delivered tailored training on building, launching, and managing Meta (Facebook/Instagram) ad campaigns.
- Data-Driven Targeting: Taught the team how to leverage first-party data for effective retargeting and precise audience segmentation to ensure ad spend was maximized.
The session wasn’t just a generic, one-size-fits-all seminar on Meta Ads. Top Draw personalized it for the Salted team, ensuring it was:
- Live, with the opportunity for questions along the way
- Hands-on
- Using Salted’s actual campaigns and data
- Built around what their team needed to grow
By the end, Salted had both a high-performing website and the skills to drive paid traffic to it.
The Results
Once both the website revamp and Meta ads training were implemented, Salted saw meaningful, measurable growth across all major e-commerce KPIs.
Key Stats
- Total Sales surged by 77%
- Total Orders increased by 160%.
- Conversion Rate increased by 64%.
- Sessions increased by 156%.
“I just completed a 3 part training session on Facebook Ads with Max from Top Draw and it was excellent! Max was a fantastic trainer, very knowledgeable, engaging and able to explain everything in a clear, practical way. Each session built nicely on the last and I came away with a much better understanding of how to create and manage effective ad campaigns. Highly recommend working with Max at Top Draw for all your marketing needs!”
—— Lynette, Co-Founder, Salted
Impact
Salted now has:
- A website designed for SEO, performance, and conversions
- A clearer customer journey and more intuitive shopping experience
- Internal confidence and capability to manage Meta ads
- A repeatable strategy for growth — not just a temporary lift
- Stronger sales and traffic fuelled by a healthier digital ecosystem
This case study demonstrates how Top Draw can combine technical upgrades, UX improvements, and practical training to create lasting impact.
Salted’s success isn’t just in the numbers. It’s in the internal empowerment, the elevated customer experience, and a scalable digital presence that will continue to grow with them. Salted can now continue on with the skills they learned from Top Draw to scale their business on their own terms!
(Also, if you haven’t tried their caramels yet, we highly recommend you do!)
