Digital strategy
Business success
PPC
Paid social
Paid search
Bringing value through the door for The Place For Homes
See how we delivered a cross-channel digital strategy to lower their bounce rates, generate an uptick in conversions and bring a boost to their revenue.
+107%
increase in YoY revenue
+275%
boost in conversation rate
Online growth in need of a renovation
Based out of a WW2 aircraft hangar nestled in the rolling green hills of the Welsh countryside, The Place For Homes has more than 55 years of experience in providing exquisite furniture and trusty flooring to hundreds of homes across the country. They have used the Visualsoft eCommerce platform since 2020, as well as taking full advantage of our digital marketing services.
With concerns over stagnant revenue and slow online growth bearing down on the business, they wanted to hit a target of £200k revenue for 2024. This would mean a year-on-year increase of 198%, whilst growing market share and brand visibility. As The Place For Homes mainly sells big ticket purchases, like sofas or garden sets, high bounce rates and low conversion rates were hard to shake off.
The lightbulb moment
Straight away, we learned that The Place For Homes’ online catalogue didn’t reflect their in-store range. From here, we were able to assess what was selling in the store, picking the most popular products for an online boost, starting with lighting due its seasonality during Q4, a peak trading period for this product. By bringing forward a fresh PPC strategy inline with their online catalogue expansion, we stabilised both revenue and return on ad spend. Previously, the business had micro-conversions enabled due to low performance, however, with the addition of lighting products and the new PPC strategy, we were able to remove this. In other words, make the online end of the business healthy enough to produce revenue, and generate incredibly useful direct purchase data.
Moving up with Meta social ads
The next step was to bring this success to Paid Social on Meta. A few months after PPC performance grew, we asked The Place For Homes if their privacy policy was compliant with first-party data use. This first-party data entailed exporting the business’s subscriber groups and importing this to Meta, creating a lookalike audience group for targeting. Typically, targeting this type of audience performs well, using primary data on actual customers. The campaigns saw improved performance due to the relevance it had with the audience, and delivered content that really resonated with them. The more thought that’s put into efficient targeting makes much better use of your ad budget. Once this was done, we altered the creative direction of the brand by using Meta Ad creatives to highlight diverse product ranges and drawing greater focus to lower priced products to reduce the length of the buying cycle.
Reinforcing the email retention strategy
With Paid Social and PPC working, we foresaw that email subscribers would grow too, bringing even more marketing opportunities to The Place For Home’s doorstep. It meant we could segment their audience even deeper, providing appropriate and targeted products and offers, upselling and cross selling, plus automation possibilities.
Bouncing off high bounce rates
After suffering from high bounce rates and low conversions to match, we delivered a website redesign that took direct steps to combat these issues, as well as truly reflecting The Place For Homes’ brand. One step was onboarding our own VS Pay optimised payment service. This brought in more financing options for shoppers, including Klarna and Clearpay, making it easier for shoppers to finalise high-priced product sales.
