Achieving record sales with data intelligence
Who are StairFurb?
StairFurb is a family-run business and a UK-based manufacturer of DIY glass balustrade kits. Founded in 2001, they’ve continuously innovated and led the way in the custom glass products industry.
StairFurb’s kits are unique as they include everything the customer needs to DIY install the product themselves using basic hand tools. Using their years of experience, they’ve developed an innovative product and sales process that makes it easy for customers to measure their staircase and build a bespoke kit using their online configurator.
Fuelled with data and insights from Skayl, the company continues to go from strength to strength, recording record revenues last year.
The challenge
StairFurb’s customer journey is complicated. There are many interactions with StairFurb’s website and sales team before customers place an order. For example, a customer might request a brochure, book a video call to get help measuring, and then take time to think about it before completing their order.
StairFurb asked us to look at their customer journey and determine where they spend too much or too little money. In addition, they knew that brochure requests and video calls were essential to generate new customers, but they didn’t know how much they should be spending on each interaction.
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Using Skayl’s vast experience in lead generation and e-commerce, we integrated their lead and sale data into our pre-built reporting to understand how much they were spending to acquire leads and new customers.
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Our next move was to build a bespoke dashboard to report metrics that mattered to their business such as lead-to-sale rate, which directly impacts metrics such as net revenue and ROAS.
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Finally, due to the long-time lag between the first interaction and the sale, we integrated our server-side tracking solution so that no data was lost due to cookie expiration or Intelligent Tracking Prevention. This data was then passed back to Google Ads to be used in Smart Bidding.
The solution
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Using Skayl’s vast experience in lead generation and e-commerce, we integrated their lead and sale data into our pre-built reporting to understand how much they were spending to acquire leads and new customers.
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Our next move was to build a bespoke dashboard to report metrics that mattered to their business such as lead-to-sale rate, which directly impacts metrics such as net revenue and ROAS.
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Finally, due to the long-time lag between the first interaction and the sale, we integrated our server-side tracking solution so that no data was lost due to cookie expiration or Intelligent Tracking Prevention. This data was then passed back to Google Ads to be used in Smart Bidding.
The results
After showing how vital leads are to their business, we increased spending by 27%.
We delivered a 31% increase in video calls after determining that this lead type was very influential in converting leads to sales.
We delivered a 24% increase in brochure requests after understanding that this lead type was necessary for acquiring first interactions from customers.
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“Skayl is the best marketing company we have ever worked with. Matt and his team have helped us to grow our business significantly over the past few years. I have been particularly impressed with Skayl’s ability to stay up-to-date on the latest marketing trends and technologies. They are always looking for new and innovative ways to help us reach our goals.”
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Achieving record sales with data intelligence
“Skayl is a highly professional and results-oriented. Matt and his team are experts in their field and have a deep understanding of the latest marketing trends and technologies. They have helped us to improve our website, generate more leads, and increase sales. We highly recommend Skayl to any business looking for a reliable marketing partner.”
Matt Gough
Managing Director
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