Starting Point
$26K monthly revenue, 177 order items, 17.85% ACoS
What We Changed
Variation overhaul, dimension proofing, PPC segmentation, assembly clarity
Results
$328K monthly revenue, 2,544 order items, 15.38% ACoS
Services Used
Listing Optimization, Catalog Management, PPC Scaling, Ops Guardrails
Growth Curve
Visualizing performance delta over time
Visual Evidence
Verified dashboard snapshots showing actual performance data from the management period.
01. The ContextThe Situation
Furniture brands often struggle with variation confusion and missing scale proof. This brand saw high returns and low conversion due to unclear dimensions and assembly friction.
02. AnalysisThe Diagnosis
Variation and size confusion (size/finish/pack count)
Dimensions not proven early in the image stack
Damage/defect sensitivity due to bulky shipping
Assembly friction and unclear installation steps
Incorrect browse node and attribute fields
03. StrategyThe Plan
Catalog & Variation Fixes
- Rebuild parent/child structures by shopper choice
- Standardize finish, material, and dimension attributes
- Remove duplicate listings
Conversion Structure
- Front-load key dimension and compatibility data
- Develop A+ comparison charts for size/finish
- Add 'what's in the box' visuals
PPC Scaling System
- Implement intent-based campaign segmentation
- Weekly search term harvesting rhythm
- Scale budget in controlled steps
04. Work DoneThe Execution
PPC Restructure
Implemented a tiered PPC system: exact winners, controlled discovery, and competitor/ASIN targeting. Weekly search term harvesting was used to shift spend to high-converting terms while adding negatives. Result: 1128% sales growth.
Creative Stack Changes
Prioritized trust with dimension overlays, room scale shots, and finish close-ups. A+ modules focused on installation guidance and 'common questions' to remove high-consideration friction. Result: CTR and CVR both improved.
Listing Copy Strategy
Rewrote titles with strategic keyword placement and front-loaded decision data. Added 'spec blocks' to listing sections so ads traffic finds answers immediately. Result: Return rates dropped due to better expectation setting.
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