From “Invisible” to Irresistible: A Furniture Store’s 50% Drop in CPA

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Client Overview

A modern furniture retailer specialising in stylish, sustainably sourced pieces. Despite a beautiful product line, online sales were stagnant. They had difficulty finding sales online and in-store traffic was not as high as in our previous year. Currently they were invested in SEO, Google and Facebook ads.

The Challenge

Ineffective ad targeting caused high cost-per-click and poor lead quality.
Minimal social proof on the site, which led to user hesitation.
Too much reliance on Google Ads, high CPA and broad targeting with no goal
Brand messaging wasn’t highlighted, missing an opportunity to stand out in the eco-friendly niche.
SEO was ranking for irrelevant keywords with a low click-through rate. Leading to wasted SEO investment.

Our Approach

Data-Driven Ad Optimization

We restructured their Google Ads campaigns into tightly themed ad groups, improving Quality Scores and lowering CPC. Ultimately resulting in cheaper clicks with better conversions. Utilising Google Merchant Centre to help broaden their product offerings through campaigns such as Shopping & Performance Max.

Social Proof Integration

Showcased real customer reviews and “Before & After” photos on product pages, aasking customers for reviews and images of their items once placed in their backyards. Optimised the client’s website through a CRO analysis ensuring all traffic were able to navigate through the site to find inspiration.

Eco-Brand Positioning

Emphasized sustainability credentials, featuring a “Green Guarantee” badge that built trust. High-quality focused with ensuring customers were making an investment in their furniture and not needing to replace their household items frequently (positioned brand).

Created High-quality Email Sequences

With eCommerce a lot of customers do not checkout on first interaction, we spotted a leak where the client had no abandoned cart or checkout abandonment sequence. We built 3 email series and optimised them based on the data.