DIVANTA — Instagram store for custom-made furniture
Custom Furniture: 17 sales and leads at $6.75 through a quiz funnel
Client:
DIVANTA — An Instagram store for custom-made furniture focusing on premium-margin sofas.
Task:
Optimize the advertising strategy and reduce the cost per lead to the target mark of $8. The main focus is on improving the quality of applications, as the client's previous experience with lead forms brought a lot of non-targeted traffic.
Challenge: In the niche of custom furniture production, lead forms often work "in vain": users leave their contacts automatically, without realizing the cost or specifics of the order. It was necessary to implement a filter that would weed out random people and leave only those who are ready to discuss details and make a purchase.
Solution:
1. Change of mechanics (Quiz marketing): Completely abandoned standard lead forms in favor of interactive quizzes. This forced the user to answer several clarifying questions about the sofa parameters, which automatically increased the awareness of the application.
2. Product focus: Concentrated the budget exclusively on the most profitable product — sofas. This allowed for maximum return on every invested hryvnia.
3. "In interior" creatives: Used live photos of furniture in real homes instead of studio renders. This emphasized the brand's expertise and helped the client "try on" the furniture in their space.
4. Technical optimization: Set up Facebook Pixel to track quiz completion. This allowed the Meta algorithm to optimize not just for clicks, but for completed conversions.
5. Testing geo and interests: Conducted split tests of narrow (interior design, renovation) and broad audiences across Ukraine, quickly disabling expensive segments.
Results:
- Cost per lead $6.75: This figure turned out to be 15% lower than the client's expected KPI ($8).
17 real sales in a month: Thanks to the higher quality of leads, the sales department was able to close a record number of deals for the custom furniture store.
- 61 qualified applications: The total budget amounted to $412, allowing the client to receive a stream of hot customers at an affordable price.
- Transparency: Thanks to weekly reporting and Pixel analytics, the client received a clear model of advertising return on investment.
Client:
DIVANTA — An Instagram store for custom-made furniture focusing on premium-margin sofas.
Task:
Optimize the advertising strategy and reduce the cost per lead to the target mark of $8. The main focus is on improving the quality of applications, as the client's previous experience with lead forms brought a lot of non-targeted traffic.
Challenge: In the niche of custom furniture production, lead forms often work "in vain": users leave their contacts automatically, without realizing the cost or specifics of the order. It was necessary to implement a filter that would weed out random people and leave only those who are ready to discuss details and make a purchase.
Solution:
1. Change of mechanics (Quiz marketing): Completely abandoned standard lead forms in favor of interactive quizzes. This forced the user to answer several clarifying questions about the sofa parameters, which automatically increased the awareness of the application.
2. Product focus: Concentrated the budget exclusively on the most profitable product — sofas. This allowed for maximum return on every invested hryvnia.
3. "In interior" creatives: Used live photos of furniture in real homes instead of studio renders. This emphasized the brand's expertise and helped the client "try on" the furniture in their space.
4. Technical optimization: Set up Facebook Pixel to track quiz completion. This allowed the Meta algorithm to optimize not just for clicks, but for completed conversions.
5. Testing geo and interests: Conducted split tests of narrow (interior design, renovation) and broad audiences across Ukraine, quickly disabling expensive segments.
Results:
- Cost per lead $6.75: This figure turned out to be 15% lower than the client's expected KPI ($8).
17 real sales in a month: Thanks to the higher quality of leads, the sales department was able to close a record number of deals for the custom furniture store.
- 61 qualified applications: The total budget amounted to $412, allowing the client to receive a stream of hot customers at an affordable price.
- Transparency: Thanks to weekly reporting and Pixel analytics, the client received a clear model of advertising return on investment.
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Oleksandr Hristich
 Zheltye Vody 90 0
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A little busy
91 Safes completed
2 arbitrations
On the service 10 years
Offer work