Modern Coin Mart: The E-Commerce Overhaul Behind Their Acquisition

Modern Coin Mart (MCM) was founded in 2004 by John Maben as a subsidiary of John Maben Rare Coins, Inc. The company earned a strong reputation in the coin collecting community for its extensive inventory of modern coins and bullion, competitive pricing, and exceptional customer service.

Despite it's stellar reputation in the coin community, MCM faced challenges with its e-commerce platform that hindered its potential for growth and acquisition.

The MCM website, built on a customized open-source e-commerce platform, frequently experienced severe performance problems.

It was slow to load, hung for extended periods, and crashed several times daily.

These technical issues negatively impacted user experience, reduced customer trust, and led to lost sales.

The site design lacked modern best practices in visual appearance, usability and mobile responsiveness.

The website lacked all foundational SEO practices; most products and category pages had little to no content, and technical SEO issues like indexing errors further reduced the site’s search engine visibility.

Without optimized content and proper technical structure, MCM struggled to attract new customers searching for coins and bullion online.

We implemented a comprehensive strategy to resolve MCM’s challenges, enhance scalability, and helped position the business for acquisition.

We resolved MCM’s frequent crashes and slow load times by thoroughly reviewing their codebase, identifying performance bottlenecks, and optimizing critical processes.

Where necessary, we recoded components to ensure the site operated smoothly and reliably, creating a fast loading, stable foundation for future growth.

We began by creating wireframes and mockups for a modern, intuitive design that prioritized ease of navigation and mobile responsiveness.

Once approved, our team also handled the custom coding to implement and launch the new design.

During this process, we implemented conversion-focused design changes, added new functionality such as pre-ordering, and took the opportunity to streamline their checkout process for increased conversion.

Technical SEO

As part of the recoding process, we resolved all of the technical SEO issues, including:

• Correcting indexing issues
• Implementing a comprehensive redirect strategy to restore lost link equity
• Optimizing site architecture
• Ensuring the site adhered to all SEO best practices

Systemizing Page Content

To address content deficiencies, we custom developed a program within their ecommerce platform, referred to as “Writer’s Block.”

This system allowed MCM to assign content tasks to writers who could create, submit, and publish optimized content, and were automatically compensated for their work.

We developed and enforced content guidelines for short and long product descriptions.

These guidelines were integrated into the “Writer’s Block” system, ensuring all descriptions followed SEO and conversion best practices.

This system allowed quality content to be efficiently added to every page of the site.

Systemizing Attributes, Page Titles & Meta Descriptions

We custom developed a system referred to as a "Series Database", facilitating the standardization of nearly coin attributes (e.g., year, mint, composition etc.) across tens of thousands of products.

This system greatly reduced the number of manual errors and decreased the time it took to add a product by 10x.

It also removed the need for manual SEO input by using a custom-built algorithm to automatically generate optimized titles and meta descriptions for products.

Blog Implementation

For increased SEO opportunity, we helped MCM launch a blog to drive additional organic traffic and engage customers with educational content about coins and bullion.

Our comprehensive approach enhanced the customer experience, increased operational efficiency and increased revenue, positioning the company as a valuable acquisition target.

• Fast and Reliable Site Performance
  By resolving technical issues and correcting code, we eliminated site crashes and drastically improved loading times.
• Increased Organic Traffic
  Resolving SEO issues and creating optimized content significantly boosted MCM’s search engine rankings, attracting more customers to the site.
• Higher Conversion Rates
  The modern design, mobile responsiveness, and streamlined checkout process enhanced the overall shopping experience, resulting in increased sales.
• Efficient Content Management
  The Writer’s Block and Series Database systems allowed MCM to scale its content creation efforts, keeping up with the rapid addition of new products while maintaining quality and consistency.

MCM was acquired by Asset Marketing Services LLC, (AMS), and MCM’s eCommerce capabilities were referenced as a critical factor in the acquisition.

"[AMS] saw MCM as a complementary addition to the AMS family of companies, recognized the strength of MCM’s e-commerce capabilities and rich history in modern coins and precious metals."

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