37% Sales Growth for a Furniture Manufacturer from Pabianice
We rebuilt the purchase path and launched new product ads. We focused on customers looking for specific wardrobe models.
A furniture manufacturer from Pabianice had an online store that generated traffic but did not bring a corresponding number of orders. Over four months, we changed the way ads were displayed and fixed errors on the site that discouraged buyers.
The challenge
In January 2024, the store recorded an average of 12 orders per month with advertising spending of 4,500 PLN. The cost of acquiring one customer was as high as 375 PLN, which was barely profitable given the margin on oak furniture. The client lost 58% of users at the stage of choosing the delivery method, and the old ads were displayed to people looking for cheap chipboard furniture, not solid wood. The store had been operating since September 2019 but had never crossed the profitability threshold online.
Our approach
The Wisła Digital Solutions team started with a technical audit of the advertising account on March 14, 2024. We excluded 1,453 phrases that wasted budget on queries for 'cheap used furniture' or 'wardrobe accessories'. We introduced accurate tracking in Google Analytics 4, because previously the owner only saw the total number of visits and did not know which specific wardrobe model was attracting customers. We focused on hard data, not guessing.
The solution
We launched a new product campaign focused on the 12 best-selling solid oak wardrobe models. We improved photos in the product feed – we added clear dimensions directly on the thumbnails, which reduced the number of accidental clicks. On the store site itself, we simplified the cart. Now the customer sees the bulk transport cost immediately after adding the product to the cart, which eliminated an unpleasant surprise at the end of the order.
Results
After three months, the store started earning its own way with a large surplus. Numbers don't lie – net profit from ads alone rose by more than a third, and the marketing budget only reaches people who can afford premium furniture. It simply pays off.
Timeline
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March 2024Account audit and removal of 1,453 incorrect keywords.
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April 2024Implementation of a new product campaign structure in Google Merchant Center.
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May 2024Simplification of the payment process and clear info on delivery costs.
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June 2024Budget scaling for the best-earning product categories.
"Finally, I see where the ad money is going. Wisła Digital Solutions cut unnecessary costs and now every morning we have new orders in the system. It simply pays off."