Case studies / Nuvio
Grew Nuvio’s average order value from £64 to £97 in four months.
Nuvio is a homeware brand selling lighting and tableware to customers across the UK and Ireland.
E-commerce
Paid acquisition
TikTok
Google Shopping
Case studies / Nuvio
Grew Nuvio’s average order value from £64 to £97 in four months.
Nuvio is a homeware brand selling lighting and tableware to customers across the UK and Ireland.
E-commerce
Paid acquisition
TikTok
Google Shopping
£180k+
Attributed revenue
2.8×
ROAS
52%
Higher AOV
£180k+
Attributed revenue
2.8×
ROAS
52%
Higher AOV
£180k+
Attributed revenue
2.8×
ROAS
52%
Higher AOV
About
Nuvio builds its catalogue around a few core families of lighting and tableware, designed to sit together as sets. Most of its growth had come from a single pendant lamp, which paid advertising had been pointed at almost exclusively.
About
Nuvio builds its catalogue around a few core families of lighting and tableware, designed to sit together as sets. Most of its growth had come from a single pendant lamp, which paid advertising had been pointed at almost exclusively.
Challenge
Every new Nuvio customer arrived at the same lamp.
A single pendant lamp converted better than anything else on cold traffic, so it took almost all of the budget and most of the creative. It brought orders in at a workable cost, and it also set the size of the average basket, because customers bought the lamp and left. The rest of the catalogue barely appeared in an ad.
The product feed had been left as the store exported it, so Shopping could not tell a dinner set apart from a single side plate.
Challenge
Every new Nuvio customer arrived at the same lamp.
A single pendant lamp converted better than anything else on cold traffic, so it took almost all of the budget and most of the creative. It brought orders in at a workable cost, and it also set the size of the average basket, because customers bought the lamp and left. The rest of the catalogue barely appeared in an ad.
The product feed had been left as the store exported it, so Shopping could not tell a dinner set apart from a single side plate.
Approach
The work moved from the product to the basket.
We looked at what Nuvio’s repeat customers bought over their first year and found that nearly all of them ended up with two or three pieces from the same family. The advertising was only ever showing them the first one.
The campaigns were then rebuilt around what a customer was likely to want together. The feed, the creative and the on-site merchandising all changed to make that easy to buy in a single order.
Approach
The work moved from the product to the basket.
We looked at what Nuvio’s repeat customers bought over their first year and found that nearly all of them ended up with two or three pieces from the same family. The advertising was only ever showing them the first one.
The campaigns were then rebuilt around what a customer was likely to want together. The feed, the creative and the on-site merchandising all changed to make that easy to buy in a single order.
Execution
The catalogue did the work the budget had been doing.
Feed quality, product pairing and creative that showed pieces together decided which products got in front of new customers.
Execution
The catalogue did the work the budget had been doing.
Feed quality, product pairing and creative that showed pieces together decided which products got in front of new customers.
01
Rewrote the product feed
Month 1
Titles, materials, dimensions and room type were written into every listing. Custom labels grouped products by margin and by the family they belonged to.
01
Rewrote the product feed
Month 1
Titles, materials, dimensions and room type were written into every listing. Custom labels grouped products by margin and by the family they belonged to.
02
Built the sets
Month 2
Matching pieces were grouped into room sets with their own pages and a price that rewarded buying more than one. Free delivery moved to a threshold set just above the old average order.
02
Built the sets
Month 2
Matching pieces were grouped into room sets with their own pages and a price that rewarded buying more than one. Free delivery moved to a threshold set just above the old average order.
03
Showed the whole room
In the creative
TikTok and Shopping creative moved from the single product on a white background to finished rooms. The lamp still led, and the rest of the set was visible in the same frame.
03
Showed the whole room
In the creative
TikTok and Shopping creative moved from the single product on a white background to finished rooms. The lamp still led, and the rest of the set was visible in the same frame.
04
Moved spend to the sets
Months 3–4
Once the set pages were converting, Shopping bids and TikTok budget followed the higher-value products. The single-item campaigns stayed on at a smaller, steady spend.
04
Moved spend to the sets
Months 3–4
Once the set pages were converting, Shopping bids and TikTok budget followed the higher-value products. The single-item campaigns stayed on at a smaller, steady spend.
01
Rewrote the product feed
Month 1
Titles, materials, dimensions and room type were written into every listing. Custom labels grouped products by margin and by the family they belonged to.
02
Built the sets
Month 2
Matching pieces were grouped into room sets with their own pages and a price that rewarded buying more than one. Free delivery moved to a threshold set just above the old average order.
03
Showed the whole room
In the creative
TikTok and Shopping creative moved from the single product on a white background to finished rooms. The lamp still led, and the rest of the set was visible in the same frame.
04
Moved spend to the sets
Months 3–4
Once the set pages were converting, Shopping bids and TikTok budget followed the higher-value products. The single-item campaigns stayed on at a smaller, steady spend.
Results
Nuvio’s orders got bigger before its budget did.
Results
Nuvio’s orders got bigger before its budget did.
£180k+
Attributed revenue
2.8×
ROAS
52%
Higher AOV
“
We had been treating one product as the whole business. Korva showed us that the money was sitting in the rest of the catalogue and built the campaigns to reach it.
Hannah Reid
Head of Ecommerce at Nuvio
£180k+
Attributed revenue
2.8×
ROAS
52%
Higher AOV
“
We had been treating one product as the whole business. Korva showed us that the money was sitting in the rest of the catalogue and built the campaigns to reach it.
Hannah Reid
Head of Ecommerce at Nuvio
£180k+
Attributed revenue
2.8×
ROAS
52%
Higher AOV
“
We had been treating one product as the whole business. Korva showed us that the money was sitting in the rest of the catalogue and built the campaigns to reach it.
Hannah Reid
Head of Ecommerce at Nuvio
