What We Do
Google Ads, Branding, Web Design, Web Development, Data Migration
Impact Furniture is a family-run online store offering high-quality, contemporary flat-pack furniture at affordable prices. Based in the rural village of Great Gransden, they prioritise excellent customer service and rigorous product testing. Their product demonstration and assembly videos further enhance the online shopping experience for customers.
For the past 5 years, MUV has partnered with Impact Furniture on various initiatives, including a recent comprehensive overhaul of their website’s branding, design, and development. Additionally, MUV has managed their Google Ads campaigns, leading to an impressive 800% increase in ROAS.
Google Ads
Over the past five years, we successfully managed Google Ads campaigns for Impact Furniture, a brand addressing the demand for affordable, contemporary furniture with outstanding customer service. Despite initial tracking challenges, we optimised their campaigns, focusing on high-performing products. Starting with Standard Shopping ads, we gradually transitioned to Dynamic Remarketing, Smart Shopping, and Performance Max (PMAX) campaigns segmented by product category. Early results were modest, with a return on ad spend (ROAS) of around 150%. However, by leveraging Smart Shopping and PMAX, we significantly boosted performance, achieving a ROAS exceeding 800%, meeting the ambitious goals set by the business. The recent site redesign promises even greater success.
Branding and Web Design Changes
After several years of Google Ads management, an opportunity was identified to improve the website visuals, and brand perception, by designing and developing a new website. MUV firstly undertook a minor re-brand exercise, which enabled us to establish a benchmark for brand presentation. This was then carried through to a new homepage design, and subsequently category and product page designs’
Most crucially we took the website from an old defunct content-management-system, and rebuilt it onto a modern, up-to-date WooCommerce system.
The end result is a 2024 standard website, which is built with both stability and scalability in mind.
Web Development
The Impact Furniture ecommerce project included a complete website redesign, web development, and a full data migration from a Laravel platform to WordPress and WooCommerce.
Out of the three core elements, the web development part was key as this not only provided the essential functionality, it bridged the gap between the design and the product data. Thousands of lines of custom code were written to boost speed and performance and enhance security.
Apart from a fresh, new design with extra functionality, the long-term aim was to dramatically improve the UI/UX for their users to augment the conversion rates from Google Ads, organic SEO, social media, and email campaigns.
Data Migration
The data migration side of the Impact Furniture project was carefully planned before being initiated. This core element of the assignment required carefully moving data from an old version of Laravel to a WordPress database with separate challenges encountered for the migration of product data to WooCommerce.
We faced many obstacles from data mapping Laravel to WooCommerce, to data sanitising, and batch improvements to the product content for over 1,500 products.
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