Mosaic Records is a revered jazz label known for its meticulously curated, limited-edition box sets—available exclusively by mail. Since 1982, they’ve set the gold standard in archival jazz reissues. Facing a generational shift in music buying and a loyal but aging audience, Mosaic partnered with SFWP Experts to revamp its online presence. The goal: retain authenticity, increase digital discoverability, and drive conversions without compromising on tradition
Project Overview
Industry
Music · E-commerce · Archival Media
Services
Web Design, Web Development, Content Strategy, UI/UX, SEO/SEM
Challenges
Outdated website and checkout flow
The legacy site was difficult to navigate and not optimized for modern e-commerce expectations, especially on mobile
Aging customer base
New audiences were unaware of Mosaic’s rich catalog and legacy
SEO invisibility
Despite producing rare box sets of jazz legends, most collections didn’t appear in search results
Limited storytelling
The deep historical and cultural significance of Mosaic’s offerings was hidden in long-form copy or buried in outdated layouts
Research & Discovery
Our team performed in-depth audits of Mosaic’s digital traffic, catalog structure, and competitor experiences in the vinyl, reissue, and audiophile spaces. We discovered:
Collectors crave detail
Users wanted full discography breakdowns, session information, and provenance—if delivered in digestible formats
Mobile mattered
More than 50% of visits came from mobile or tablet—yet the old site had no mobile-first functionality
SEO blind spots
Iconic jazz names (e.g., “Art Blakey Mosaic box set”) had high search demand, but low site rankings
Solution
Redesigned UX & Site Architecture
Created a modern, minimalist design that reflects Mosaic’s archival sensibility without feeling outdated
Built distinct flows for collectors, first-time visitors, and music historians
Reorganized box sets by artist, era, availability status, and genre tags for better discovery
Content Strategy & Storytelling
Rewrote collection pages with scannable summaries, detailed session notes, and artist insights
Built a dedicated “Jazz History” content hub to improve organic reach and build authority
Added editorial space for interviews, behind-the-scenes production stories, and liner note excerpts
E-commerce & SEO/SEM Execution
Integrated a modern checkout with one-click reorder, wishlists, and low-inventory alerts
Structured metadata to highlight artists, recording years, and catalog numbers
Launched PPC campaigns around out-of-print searches, vinyl box set reissues, and gift-focused seasonal buys
Responsive Design
Mobile and tablet shoppers now enjoy a streamlined experience, from browsing titles to checking out. Interactive discography timelines and embedded audio samples remain fully functional across breakpoints. Even collectors over 60+ praised the improved readability and accessibility of the mobile site
Outcome
53
reduction in mobile bounce rate
124
increase in average time on site
119
growth in monthly online orders
700
boost in top 10 keyword rankings
