From traffic to revenue:

How Mustela is turning SEO + CRM into a Growth Engine

Services

CRM & Retention Strategy
Klaviyo (flows and campaigns)
Conversion-Oriented SEO
Database Activation
Continuous Analysis and Optimization

Context

Mustela is a consolidated brand in the cosmetics sector with a high volume of organic traffic and strong market recognition. However, the real challenge was not in attracting users, but in activating that traffic and converting it into real revenue, especially through owned channels such as CRM and email marketing.

Mustela had a high volume of organic traffic and a relevant database, but with room for improvement in its activation and monetization.

The focus was on evolving from a fragmented strategy to a model capable of converting traffic into revenue sustainably.

Growth was not about acquiring more users, but about better leveraging existing ones.

The challenge

Despite having a significant user base, the digital ecosystem was not maximizing its monetization potential. SEO traffic, though relevant, showed low conversion and profitability. Campaigns operated in isolation, without a connected strategy to engage users at different points in their lifecycle.

CRM flows faced a 26% year-over-year decline, reflecting low activation of the existing database. The campaign strategy was not optimized, and channels operated independently, failing to leverage synergies that could multiply their impact.

Solution

A strategy was defined to connect acquisition and retention, aligning SEO and CRM under one goal: maximizing the value of each user.

CRM Strategy on 4 Strategic Fronts

To achieve this, a complete restructuring of CRM flows was carried out, reimagining how the audience was communicated with at each stage of the journey. The strategy was built on three pillars of execution:

Campaign optimization considering frequency, precise segmentation, and relevant content, with an emphasis on improving Open Rate and Click-Through Rate
Continuous testing evaluating copies, timing, and creatives to identify what resonated best with each segment
Alignment of each front with specific business objectives

1. Sales | Convert first-time buyers

KPI to impact: Prospect → customer conversion

Segmentation: By behavior (web visitors vs. email subscribers) and product preferences (Core/Atopic vs. Sunscreens)

Strategy: Welcome flows and first-contact sequences with a clear purpose that accompany the initial purchase journey, removing friction at each touchpoint.

2. AOV | Increase average order value

KPI to impact: Average order value

Segmentation: By purchase behavior (single-line vs. multi-product customers) and purchase frequency

Strategy: Campaigns that communicate complementary value and strategic incentives that encourage more purchases without degrading the brand proposition.

3. Traffic | Drive qualified users to the website

KPI to impact: Organic traffic + qualified clicks from email

Segmentation: By content preferences (educational, inspirational, product) and previous engagement behavior

Strategy: Positioning emails that do not sell directly, but rather position Mustela as an expert and generate qualified traffic to relevant content.

4. Loyalty | Retain long-term customers

KPI to impact: Repeat purchase rate, lifetime value

Segmentation: By purchase behavior (active vs. at-risk customers) and maternity stage (new moms vs. veteran mothers)

Strategy: Educational and emotional sequences that maintain the bond with the brand, encouraging recurring repurchase and advocacy.

Qualified Organic Traffic: Strategic Distribution by Channel

In parallel, the SEO strategy was optimized not only to generate more traffic, but also to attract higher quality traffic with a greater intent to purchase. Positioning for strategic keywords was improved, and this acquisition was directly connected to CRM flows, creating a system where users acquired through organic search automatically entered an activation and retention strategy.

The result was a diversified and high-value organic traffic distribution:

Blog (72%): Strategic content that positions the brand as a reference, capturing users in early stages of the purchase journey
Products (12%): Direct traffic from high-intent searches, users ready to convert
Collections (11%): Optimized navigation that facilitates category discovery and increases average ticket value
Pages (3%): Institutional and support information that reinforces trust and authority

This strategy allowed each organic traffic source to feed a specific activation and retention funnel, multiplying the value of each user captured through organic search.

The key piece was channel integration. Instead of working on SEO and CRM separately, both were orchestrated to activate the user at different points in the journey.

Business impact

25.6%

of total revenue generated by the CRM channel.

CRM

+45%

growth in campaign revenue.

Campaigns

+22%

in automation flow conversion.

Flows

37%

of total revenue generated by the SEO channel.

SEO

Execution with impact

Email marketing campaigns grew 45% in revenue, while automation flows improved their conversion rate by 22%.

Channels gaining ground

CRM accounted for 25.6% of total revenue and SEO contributed roughly 37%, proving the value of managing acquisition, conversion and customer relationships as one connected system.

Most importantly, the downward trend in CRM flows was reversed, turning a declining channel into a growth engine.

Growth did not come from generating more traffic, but from better activating what already existed.

The key has been to connect SEO and CRM to impact the user throughout their life cycle.

Growth didn't come from generating more traffic, but from better activating what already existed. The brand had a valuable audience that was not being strategically leveraged. The key was to connect SEO and CRM to impact the user throughout their entire lifecycle, transforming the journey from a casual visitor to that of a recurring customer.

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