Pickawood increases online sales with LEAP

2 years of efficient website optimization for Pickawood

Pickawood enables custom-made furniture via an online configurator. The target group has purchasing power but is less “digital native” and expects Advice during the planning process. This is exactly where our collaboration starts:

LEAP should remove conversion hurdles in the complex funnel, strengthen trust and Acquisition efficiency and increase usage. The result: noticeably better user signals, more leads and significantly lower costs per conversion.

Listen on Spotify

~ 30%

Lowering conversion costs

By optimizing the website and improving user signals, Pickawood was able to reduce the cost per conversion by around 30% in the last two years.

Bounce rate improvement

Over a period of two years, Pickawood was able to reduce the bounce rate across the entire domain by around 20%. This was achieved primarily through a comprehensive relaunch, the consistent integration of user tests and an improved mobile user experience.

The challenge

High complexity in the buying and planning process, a long sales cycle (~50 days) and an older target group with a high need for advice and trust presented the website with particular challenges. Users had to be convinced of the product quality, gently guided into the configurator and accompanied along several steps — without overwhelming them. At the same time, rising click prices made traffic more expensive. The aim was to reduce jumps early on, measurably increase micro conversions (e.g. configurator starts, watchlists, request for offers) and thus improve the efficiency of the entire funnel — with limited dev resources and a parallel relaunch.

solutions

LEAP implemented a holistic CRO process consisting of user research, hypothesis formation and prioritized A/B testing — closely interlinked with the ongoing relaunch. Based on remote user tests and behavioral data, we streamlined content, clarified benefit communication, incorporated trust elements more prominently and reduced cognitive load in the configurator (step-by-step leadership, better defaults, clear help). Micro-conversion goals made progress measurable, quick wins went live immediately, bigger findings flowed into the new UI. With effort/impact prioritization (no “paper shredder audits”) and clean ticketing, we achieved rapid deployments despite scarce capacities.

scores

Bounce rate −20% across the entire domain — better relevance & entries, noticeably more stable funnel.

Micro Conversions +25-30% (including configurator starts, quotation requests) — clear uplift before purchase.

Cost per conversion − 30% despite rising click prices — more efficient use of the paid budget.

Faster iteration thanks to the CRO process and relaunch preparation — more parallel tests, shorter time-to-value.

Organizational effect: agile, hypothesis-driven work as an integral part of product & marketing.