Case Study 04 · Furniture & Home Décor
From $18K to $41K a month: a full funnel build.
Monthly Revenue
$18K$41K
Paid ROAS
1.1x2.6x
Conversion Rate
1.2%2.8%
01 · The Situation
There was no funnel, just traffic arriving and leaving.
A home décor brand selling furniture and lifestyle accessories online. $18,000 a month in revenue. A 1.1x ROAS on paid ads; every dollar spent on advertising was barely returning itself.
The founder had been running Facebook and Instagram ads for eight months. Traffic was coming in. The store was getting visitors. But the revenue was not moving.
The ads were not the problem. The problem was that there was no funnel. Traffic arrived at a product page, had no reason to stay, and left. Nobody was being retargeted. Nobody was being followed up with. The 68% of visitors who added something to their cart and then left were just gone. No recovery. No follow-up. Nothing.
"We kept increasing the budget thinking that was the answer. Every time we spent more we just lost more."
Founder
02 · The Diagnosis
A functional store with no funnel behind it.
Audit Snapshot: Before
The Shopify store was functional but bare. Products, a cart, and a checkout. No system for capturing visitors who weren't ready to buy immediately. No system for recovering the 68% who got to the cart and left. No system for bringing customers back after their first purchase.
For a furniture brand where decisions take longer and AOV is high, the absence of a mid-funnel and retention layer was the entire growth problem.
03 · The Architecture
The funnel, built end to end.
Not more traffic: a system to stop wasting the traffic already arriving. Eight builds across acquisition, conversion, and retention.
Build 01
The 3-stage funnel structure
Rebuilt the entire acquisition and retention system around three stages.
Stage one, Awareness & traffic: Facebook, Instagram, Google Shopping, and Pinterest, structured by intent: cold at the top, warm retargeting in the middle, high-intent conversion at the bottom.
Stage two, Consideration: retargeting for browsers who hadn't added to cart, product comparison pages, and an email drip for subscribers who hadn't purchased.
Stage three, Conversion: optimised landing pages for high-traffic categories, urgency on seasonal and limited-stock items, social proof above the fold.
Build 02
Checkout rebuilt from 5 steps to 2
Condensed the Shopify checkout from five screens to two, contact and shipping on screen one, payment on screen two.
Apple Pay and Google Pay added for mobile.
Cart abandonment dropped in the first week after launch.
Build 03
One-click upsells
Contextual upsells on the cart and post-purchase pages: cushions with sofas, side tables with coffee tables, throws and rugs with bedroom furniture.
Each upsell relevant to the primary purchase, not a random recommendation.
AOV improves by showing something genuinely useful at the moment they're already buying, not by asking them to spend more.
Build 04
Abandoned Cart Recovery: 3 emails in Klaviyo
Recovering the 68% who reached the cart and left.
Email 1 (1 hour): reminder with product image, no discount, just a nudge.
Email 2 (24 hours): address the specific hesitation for furniture buyers, delivery, returns, dimensions and fit.
Email 3 (72 hours): small incentive, free delivery on this order, time-limited.
Build 05
Post-Purchase Sequence: 4 emails
Turning the first order into the next one.
Day 2: order confirmation and delivery timeline, what to expect and when.
Day 7: styling guide, how to use the product in different room contexts, introducing complementary items naturally.
Day 21: review request, specific and easy, one click.
Day 45: "complete the look", 3–4 recommendations based on what they bought.
Build 06
VIP Early Access Program
Customers with two or more purchases moved into a VIP segment with early access to new arrivals and seasonal sales.
The first launch generated $6,200 in 30 days, from a segment that had previously received the same emails as everyone else.
Build 07
Lead Capture
Exit-intent popup offering a "Home Styling Guide" PDF for visitors about to leave.
Email signup moved from 1.2% to 5.1% of visitors.
Every subscriber entered the drip sequence and moved through the funnel on their own timeline.
Build 08
Tracking and analytics
GA4, Meta Pixel, and Klaviyo all properly configured and connected.
Weekly A/B testing on ad creative, email subject lines, and landing-page elements.
Budget reallocated weekly on performance data, not intuition.
04 · The Results
Twelve weeks later.
Revenue more than doubled in twelve weeks, without adding a dollar of traffic.
05 · The Takeaway
The mid-funnel is where home décor brands win or lose.
For a home décor brand, the purchase decision rarely happens on the first visit. Customers browse, save, think, compare, come back days or weeks later. A funnel that only captures buyers who are ready on visit one leaves the majority of potential revenue on the table.
Retargeting, email nurture, and a recovery system for cart abandonment are not optional extras; they are the core of the business model. This brand was spending money to drive traffic and then letting 68% of the people most likely to buy just walk away. The funnel rebuild didn't require more traffic. It just stopped wasting the traffic that was already arriving.
Your Brand Next
Every result here started with a diagnosis. Yours can too.
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