Home Gallery Stores
“Revenue grew by 3x in 14 months...”
Background
About Home Gallery Stores
Home Gallery Stores is a family-owned and operated furniture retailer that was first established in Goldsboro, NC back in 1913. With over 107 years of operation, this brand is not just one of the oldest furniture retailers in the US, but it has grown to become one of the largest. Ever since focusing on being a digital-first store, Home Gallery Stores drove a ton of traffic to its website using paid channels and SEO. Despite all the effort to try and increase their conversion rate, for some reason, their sales remained stunted.
The challenge
What Home Gallery Stores needed to solve
Home Gallery Stores hired Invesp after struggling to improve sales through paid channels. At the time, their marketing and development teams had no experimentation background, and their internal developers spent much of their time maintaining existing programs — which led the executive team to bring in an external development company as well.
Working with three different teams on the same project was challenging. Despite their different experimentation backgrounds, we had to align all three groups so everything flowed without distinct lines between them.
Fortunately, the website had no major usability issues — but that didn't make the task easier. We had to think about persuasion and ways to differentiate a brand drowning in a sea of sameness. People weren't yet used to buying furniture online, so convincing them to purchase high-value items (above $2,000) was always going to be an uphill task.
The solution
How Invesp approached it
We deployed a team consisting of a strategist lead, Senior CRO Specialist, Senior UX Designer, senior front-end developer, and an Analytics Specialist.
Although we used our SHIP optimization process, we skipped the JTBD interviews on this project; instead the team used a combination of user research, expert review, usability tests, and data analysis. Within the first month, we had compiled a large list of conversion bottlenecks and persuasion opportunities.
One of the first tests aimed to stop the bleeding on product pages, whose designs were not intuitive and were leaking revenue. The team created a new, compelling product-page design and tested it against the original — an early quick win that lifted the site's overall conversion rate.
We continued testing, employing different persuasion and psychological techniques across various features and pages every month, with weekly status meetings to keep the Home Gallery Stores team updated.
The results
The impact
Our team wanted to give shoppers the smoothest journey to checkout, which meant redesigning the product pages. Identified after an expert review of the site, this opportunity increased the conversion rate from product pages to the order-confirmation page by almost 300%.
The site's monthly revenue grew from $500K to $1.5 million in 14 months.
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