Bruce and Jenny’s online furniture store was facing declining sales of almost 50% over a 12 month period. They sold an eclectic range of modern, designer furniture pieces that resonated well with an on trend audience. But regardless of what they tried they couldn’t reverse their sales slump. Their conversion rate kept declining during this period but traffic was steady and increasing ad spend had delivered minimal if any noticeable results.
To turn around Bruce and Jenny’s online sales we had to go back to basics and develop a comprehensive strategy that addressed the root causes of their challenges: decreasing conversion rates and inefficient ad spend. Here’s the multi-pronged strategy we implemented to increase traffic, optimize ad spend, and revitalize their online presence.
Reassess Target Audience: Since Bruce and Jenny’s furniture resonated with an on-trend audience, it’s was essential to revisit the customer profiles. Were they still reaching the right demographic, what are the current trends, has anything shifted? We utilised Google Analytics, Trends and Facebook Insights to re-analyse visitor and customer data, segmenting it into age groups, interests, and purchasing behaviours. It was identified that in an attempt to reach a wider audience to increase sales, the target age had dropped and campaigns were attracting visitors that were definitely interested in the products but the pricing was not attractive to this audience. Instead of dropping prices we increased the minimum age of the target audience to ensure they were more likely to have the financial capacity to purchase.
Update Messaging: Once the target audience was redefined, we crafted messages designed to tap into current design trends, lifestyle aspirations, and the unique benefits of their furniture. Emphasis was placed on why Bruce and Jenny’s store offered something distinct compared to competitors, like their sustainable, designer, exclusive and customisable range.
Keyword Research: We conducted fresh keyword research to ensure Bruce and Jenny were targeting the right search terms. Given the focus on modern, designer furniture, long-tail keywords such as “bespoke designer furniture” and “eclectic modern home décor” attracted a more niche and higher-intent audience.
Optimise On-Page SEO: With a fresh set of keywords. We updated all product pages with SEO-optimised descriptions, meta tags, and alt text for images ensuring search engines can better index the store and help improve organic rankings.
A/B Testing: One thing picked up with the CRO audit was a general shift in online furniture store towards more landing style pages rather than just the standard product page. We conduct A/B tests on several landing page designs to determine which design elements and call-to-actions drive more engagement and sales.
Social Proof: As part of the new redesign of the product pages we showcased positive reviews and UGC directly on the product pages to create a high level of social proof which led to a definite lift in conversions.
Refined Meta Ads: We used our Designer Audience technique to create custom audiences of buyers who had interests in designer furniture and followed other designer furniture brands. We then retargeted visitors who had shown interest in certain categories but didn’t convert. We also created lookalike audiences from previous buyers to find new customers. The creative focused on high-quality video ads that showcased the furniture in real homes, tapping into the aspirational nature of their audience.
Google Ads Reboot: The Google ads were clearly underperforming. We implement Google Shopping Ads and Display Ads into the mix to support the existing Search Ad campaigns. Display & Video Ads were heavily utilised for retargeting visitors who browsed but didn’t buy, showing them recently viewed and relevant new products.
Email marketing: Bruce and Jenny’s email marketing efforts were at best sporadic. We created an email marketing calendar that planned out a full 6 month program. We utilised the segmentation feature within Klaviyo and created specific offers utilising complimentary products to the customer’s existing purchases. We also targeted existing customers who hadn’t purchased recently and offered personalised incentives like early access to new collections and limited-time discounts.
Collaborations: Bruce and Jenny were fairly well connected in the furniture space so we explored partnerships with other brands and designers in related niches like home accessories and art and launched co-branded collections. These collaborations helped reach new audiences and generated a considerable amount of social media buzz.
Server- Side Tracking: By implementing server-side tracking, Bruce and Jenny got a more accurate view of customer behaviour even with ad blockers and cookie restrictions. This allowed for better optimisation of their campaigns and more precise retargeting efforts.
Safeguard Ad Spend: Bruce and Jenny were getting a significant amount of traffic from paid ads but minimal results. Part of the solution was to implement click fraud monitoring which prevented bots & competitors from wasting their ad budget and ensured their ad spend is allocated to only genuine users.
Bundle Offers: To encourage higher average order values, we introduced “Shop the Look” furniture bundles at a slightly discounted rate. This included bundling a dining table with chairs or a sofa with a coffee table to encourage larger purchases.
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