CRO Paid Search Development Home & Furniture

Stikwood

Growing DIY Wood Brand Through Multi-Channel Strategy

INPUT · THE CHALLENGE

The Challenge

Stikwood, the original peel-and-stick real wood planking company, needed to scale beyond DIY enthusiasts into the professional trade market while maintaining their strong consumer business. The challenge was serving two fundamentally different audiences - weekend warriors and professional designers/contractors - from one platform.

Their CRO performance had plateaued, paid search was increasingly competitive in the home improvement space, and the trade program was still managed through spreadsheets and personal relationships.

STATUS · DIAGNOSING

OUTPUT · THE RESULTS

The Results

The trade program grew significantly in its first year on the new platform, transitioning from a manual process to a self-service system that scales. Consumer conversion lifted substantially through CRO improvements, and paid search ROAS improved significantly.

The sample program - critical for a tactile product like wood planking - saw strong sample-to-purchase conversion rates, validating the investment in streamlined sample ordering and follow-up nurture sequences.

STATUS · DELIVERED

Dual-Audience Strategy

We created a seamless dual-experience platform where consumer and trade customers shared the same beautiful storefront but received tailored pricing, content, and checkout flows. Trade customers got bulk pricing, project management tools, and dedicated support - all within a self-service portal.

CRO efforts focused on reducing complexity in the sample-to-purchase journey, implementing visual room mockup tools, and streamlining the square footage calculator that is critical to wood purchase decisions.