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A website rebuild helped Stagestep cut cost per purchase on Meta by 86%, a new Digital Silk case study shows.
Published: July 31, 2026
Key Highlights
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Stagestep, a dance flooring brand, saw an 86% reduction in cost per purchase on Meta following a Digital Silk digital rebuild.
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Meta sales landed 940% above target, and organic leads hit 192% of goal.
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The rebuild split the platform into a lead generation site and a dedicated eCommerce subdomain, guided by an interactive product-matching quiz.
Miami, FL – For decades, Stagestep earned the trust of dancers, studios and performing arts facilities with flooring built for serious performance. Online, that reputation was harder to find.
Its previous platform blurred the line between lead generation and eCommerce, leaving users without a clear path to the right product. Digital Silk was brought in to rebuild the experience from the ground up.
Table of Contents
Aligning UX Strategy with User Intent and Conversion Goals
Stagestep’s old platform didn’t clearly separate product categories or support a streamlined path to purchase.
Digital Silk restructured it into two connected environments: a lead generation website and a dedicated eCommerce shop on a subdomain. The client’s parallel transition to a new ERP system shaped how product data and purchasing pathways were structured.
A key feature is the “Find Your Perfect Dance Floor” quiz, guiding users toward the right product based on their needs.
Key Deliverables
- Website redesign focused on UX and conversion optimization
- Separation of core website and eCommerce shop via subdomain
- Interactive product recommendation quiz for lead generation
- Improved information architecture and navigation
- Streamlined conversion funnels for multiple product categories
- Integration support alongside external teams managing Dynamics 365
“By providing a seamless journey from the lead generation website to the eCommerce shop, and introducing an interactive quiz, we created a solution that not only educates users but actively guides them toward the right product with confidence,” said Jamie Maloney, VP, Client Partner at Digital Silk.
Measurable Campaign Performance Across Paid and Organic Channels
| Metric | Result |
| Meta sales vs. target | +940% |
| Organic lead target achieved | +192% |
| Google Ads cost-per-acquisition vs. target | -11% |
| Meta cost per purchase | -86% |
| PPC conversion target hit | 104% (within 94% of budget) |
- Table 1. Stagestep Campaign Performance Post-Launch
Cost per purchase on Meta dropped 86%, while Meta sales exceeded target by 940%. Organic lead volume landed at 192% of goal, and Google Ads ran 11% below target cost-per-acquisition.
Collaboration and Execution Across Teams
The project involved close collaboration between Digital Silk and multiple implementation partners supporting the eCommerce migration. Stagestep’s team played an active role throughout, contributing to a smooth launch.
The result is a scalable digital foundation designed to support continued growth, stronger engagement and evolving business needs.
About Digital Silk
Digital Silk is an award-winning Miami web development agency focused on growing brands online. With a team of seasoned experts, Digital Silk creates digital experiences through strategic branding, custom web design and digital marketing services to help improve visibility and support engagement.
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