Matt Potts, a serial startup entrepreneur and founder of SlotFlop Ventures, came to us to get an e-Commerce website developed, so that he could sell his new and improved product line of slot flop flip flops – patented flip flops with concealed stash wallet compartments in the arch.  This was going to be a third version of his sandal products, with previous ones being sold in stores like BrookStone.

Slot Flop’s Business Goals:  

  • Build an eCommerce platform that would support the usability of easily adding and selling products online
  • Begin aggressive initiative to rank for competitive, non-brand keywords in addition to the brand staples.
  • Increase organic performance overall, targeting  people who were looking for travel or nifty gadget gifts
  • Increase brand awareness with PR outreach to get coverage from travel bloggers and news publications journalists


We decided to use Shopify because he was on a very tight deadline to launch this product and Shopify makes it easy to get a template and customize it. Shopify also allows merchants to have a shopping cart functionality with features like cart abandonment tracking with automated emails as well as a persistent shopping cart to allow people in the middle of a transaction to come back to their computer and proceed with their order.

Once the site was ready to launch we started testing and making technical on-site optimizations specifically tailored to the needs of maintaining an international e-commerce site. These improvements would allow search engines better access for crawling while ensuring the site displayed consistently across different regions. Finally, we optimized this shopping cart so that it could outrank Reef Stash Flip Flops, who Matt sued and won for infringement on his patented flip flops with stash pockets in the sole.

Check out our search optimization work for this website. Vab Media’s digital marketing team researched the best keyword phrases and trends. We then worked with SlotFlops to develop relevant content initiatives to both improve the site’s content profile and leverage creative off-site campaigns. These two efforts combined helped build brand awareness globally, and increased the site’s authority with the search engines. We also created each page on the site to rank for long tail keywords that had a high appeal to its target audience searchers. By taking into account the way people search and buyer personas we were able to open up a whole new demographic of travel and beach vacation consumers.

Here are a few pages that were used to rank this website: “Authentic Patented Reef-r Stash Flip Flops,” “Flip Flops with Arch Support,” and “Bottle Opener Flip Flop Sandals.These pages have allowed the website to rank on the first page for the following terms  “stash compartment flip flops,” “stash compartment sandals,” “Reef stash flip flops,” and dominating with three top listings for the keyphrasestash flip flops.”

Our research allowed us to discover that Reef’s top selling sandal of all time is the “Mick Fanning bottle opener sandal,” which sells millions each year. Therefore, we created a page to target the phrase “bottle opener flip flop sandals”  to capture some of that traffic.

“Stash compartment flip flops”        


“Reef Stash Flip Flop”    


“Flip Flop hidden compartment”   


“Bottle opener flip flop sandals”   

bottle opener flip flop sandals

By creating compelling content for this site, using our digital technology & Copy-writing expertise, combined with PR outreach skills to connect with influential journalists this resulted in increased organic rankings, PR coverage, and links from authoritative top tier publications such as UK’s Daily Mail Online and the popular travel site Cheap Flights

Press Coverage by UK Daily Mail

Press Coverage by Cheap Flights

>After all the press and optimization work that Vab Media, Digital Agency achieved for my brand I started to get wholesale orders of 1,000 pieces at a time, so I needed to find a more cost effective manufacturer in order to keep up demand – Matt Potts Owner of Slot Flop Ventures.



Organic traffic, significantly in the US, as well as providing a lift globally.


Organic search rankings were achieved for many relevant long tail keyword phrases, as Slot Flops moved from no ranking on the first page to dominating the top 1 to 3 positions.


Over All Key Performance Indicator’s (KPI’s) including page speed, goal conversions and authoritative inbound links to the website.

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Whether you are a B2B company looking to generate more leads or a consumer brand doing E-commerce, you will come Vab Media with one thing in common: you’re looking to increase revenue in the digital economy. With a forward-thinking integrated approach, we use paid search, SEO, content marketing and social media strategies to help all types businesses grow online. Contact us to get started.

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