How XMONDO Grew Organic Orders 14% with Quartile SEO

XMONDO Hair is a founder-led hair care and color brand built from deep roots in the salon industry. Its founder grew up around hair care in his late father’s salon before turning that experience into a brand designed to help people feel more confident through high-performing, approachable products.

That combination of hands-on industry experience and product science shapes XMONDO today. Its flagship XMONDO Color line delivers vibrant, semi-permanent color while helping condition and strengthen hair, giving customers a DIY-friendly alternative to harsher permanent color. The brand pairs bold creative expression with thoughtful formulation, including vegan and cruelty-free products developed alongside stylists and chemists.

The Challenge

XMONDO had already built products with a distinctive point of view. The next challenge was making sure its Amazon listings communicated that value as effectively as possible—and matched the way shoppers were actually searching.

Search behavior changes constantly. XMONDO wanted its product content to reflect current keyword trends while also capturing high-volume category opportunities its listings were not yet ranking for. The opportunity went beyond bringing more shoppers to the page. The content also needed to do a better job once shoppers arrived.

Questions customers were asking through Alexa exposed information gaps in existing bullet points. At the same time, Amazon introduced changes to title formatting and a new Item Highlights field. XMONDO needed to adapt quickly without treating those updates as a simple compliance exercise.

The goal was bigger: turn every part of the listing into an opportunity to improve discoverability, communicate XMONDO’s product value more clearly, and make it easier for shoppers to choose the right product.

Why Quartile

XMONDO did not need generic keyword recommendations. It needed a way to connect what customers were proving they wanted through search and purchase behavior with what they saw on the product detail page.

That made Quartile’s approach fundamentally different from a standard content refresh.

Rather than separating paid advertising data from organic content strategy, Quartile could use XMONDO’s own performance signals to identify the search terms already generating strong sales and conversions. Those insights could then inform the language used throughout the listing.

It gave XMONDO a more disciplined way to optimize: follow the customer data, preserve the brand’s strong product story, and make every update serve a clear purpose.

The Solution

Quartile focused the initiative on XMONDO’s best-selling Amazon Standard Identification Number (ASIN), the XMONDO Color Depositing Mask.

Instead of starting with assumptions about which terms mattered, Quartile analyzed XMONDO’s paid search campaigns and search query reports. The goal was to identify keywords with demonstrated customer demand—particularly terms already driving strong conversion and sales volume—as well as relevant category opportunities that could expand discoverability.

Those insights became the foundation of the listing strategy.

Quartile updated the title, Item Highlights, and bullet points to incorporate high-value search language naturally into the content customers see. The team also optimized backend generic keywords, giving Amazon additional signals for relevant searches without forcing every keyword into customer-facing copy.

The work also addressed how people were shopping, not just what they were typing. Common Alexa shopping questions informed the bullet points so that important product information was easier to find, while the new Item Highlights field gave XMONDO another opportunity to communicate key features and benefits clearly.

The result was a tighter connection between advertising intelligence and organic content. Keywords that had already demonstrated their ability to connect XMONDO with interested shoppers through paid search could now reinforce the product detail page itself.

That created a stronger foundation for Amazon to understand the product’s relevance—and for shoppers to understand why XMONDO was right for them.

Results & Impact

After Quartile optimized XMONDO’s listing, the brand saw stronger organic performance, higher conversion, and improved efficiency. Comparing May to July to exclude Prime Day activity, the results showed clear gains across the business:

• Organic orders increased 14%, showing stronger purchase activity from shoppers arriving without an ad-driven order.  

• Organic conversion rate improved 10%, indicating that organic traffic was converting more effectively after the listing changes.  

• Organic sales increased 5%, strengthening the contribution of organic performance to the business.  

• Overall conversion rate improved 3%, while total orders increased 4%.  

• TACOS improved 6%, demonstrating stronger overall advertising efficiency alongside the organic gains.  

The combination matters. XMONDO did not simply generate more organic activity after refreshing its content. The listing converted organic shoppers more effectively while the broader business became more efficient.

By connecting proven search behavior with the content customers actually see, XMONDO and Quartile created a listing designed around evidence rather than assumptions.

Ongoing Value & Future State

For XMONDO, SEO & Listing Optimization creates a framework that can evolve with the brand instead of functioning as a one-time content refresh.

Search behavior will continue to change. Amazon will continue to introduce new ways of presenting and discovering products. XMONDO now has an approach for responding to both: use real customer and advertising signals to understand what matters, then translate those insights into clearer, more discoverable product content.

As XMONDO continues growing its presence on Amazon, Quartile can help keep that connection between paid search intelligence and organic content current—giving the brand a stronger foundation for efficient, sustainable growth.

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