Wisconsin Furniture Retailer Earned an Extra 22.83% Revenue per User
Figgy Play, a Wisconsin-based retailer of award-winning play couches, had a superior product — but their website wasn’t communicating its value. Through strategic design updates, UX refinements, and content restructuring, we helped Figgy align their online experience with their brand promise. The result? A +22.83% increase in revenue per user, a +10.65% lift in conversion rate, and $160K in projected annual revenue gains — all without costly new photography or a full site rebuild.
Here’s how we earned a Wisconsin furniture retailer earned an extra 22.83% revenue per user
How do you proceed when you know you make something great — but you’re not communicating that greatness to your would-be customers?
Below, you’ll learn how we advised a Wisconsin-based retailer of much-loved home goods on empowering their buyers — and wound up transforming their revenue figures in the process.
We can do the same for your brand. Get in touch — and if we can’t boost your conversion rate by 10% in 60 days, we’ll work for free until we do.
Figgy Play is a Madison, Wisconsin-based retailer of innovative play couches for kids, born of necessity — specifically, the necessity of parents giving their kids somewhere fun and safe to play. It makes sense that Figgy was born during the pandemic, a time when the notion of play was wholly reinvented. All of a sudden, parents had to figure out how to occupy their kids, all day long — and Figgy Play co-founder Chris Roepe discovered that the couches he had at home weren’t up to the task: They crumpled under strain. They did not, in fact, resist stains. They wore down in obvious and disappointing ways. And so Roepe and his team decided to make something better — and Figgy Play was born.
Figgy soon won such accolades as the Parents' Pick Award (2023) and the Retail Innovator Award (2024). When we started working together, Figgy’s challenge wasn’t in creating a superior product — they already had one.
How, though, to communicate that excellence to would-be buyers?
Here’s where we stepped in. We wanted to understand why browsers weren’t becoming buyers, while competitors saw greater success with less innovative products.
Below, you’ll see how we tackled this problem, and how we achieved success in increasing revenue per user by nearly 25%.
Starting points
The heart of conversion rate optimization is doing more with what you already have.
Figgy’s couches are a parent’s dream: Not only do they provide kids with a safe place for all-day play, they are high quality and made to last. Within the world of play couches, their products are genuinely innovative: Similar, previous products are often ad hoc approximations, engineered for other use. Figgy’s products are built-for-purpose, and it shows. They won’t crumple when kids jump on them. They won’t stain under threat of spilled orange juice. And they are made of safe, eco-friendly materials that are kind to both kids and the wider world.
Figgy’s website, though, didn’t capture what the couches themselves are made to engineer: fun.
So — how to communicate all this without reinventing the wheel?
Or more specifically: How to better communicate these strengths without shooting a ton more (incredibly expensive) photography, or building a new (incredibly expensive) website?
Step 1: Sharing brand values
Figgy makes the highest-quality play couches on the market — but you wouldn’t necessarily know this from the website. After generations
And so, in Figgy’s case, rather than build a new, fun-centric brand identity or demand costly new images, we undertook an extensive redevelopment of fun-indicators throughout the website. While previously the primary color (on buttons, menus, and other navigational instruments) had been a dignified evergreen, we switched this out with a more youthful sky blue. We added additional colors to important elements, helping enliven the page and differentiate these sections. We similarly reworked the site’s typography. While we maintained the brand’s existing main typeface, as it was tied into the brand’s core visual identity, elsewhere we changed fonts to improve legibility and clarity.
We anticipated that these changes would enliven the shopping experience, improve readability, and increase add-to-cart figures — and the results of our experiments bore this out, with average revenue per user increased by nearly 23% and an observed monthly impact of +$13,000.
ConversionFlow developed and executed a thoughtful A/B testing plan that took our conversion rate from 0.8% to 1.3% in under a year—a huge win for us. That kind of impact effectively doubled the value of our marketing efforts. On top of their results, the team feels like family—fun, easy to work with, and always going above and beyond. I'd recommend them to anyone looking to break out of the ad spend spiral and start seeing real growth.
II. Empowering buyers
“Empowering buyers” is a funny sort of goal. Often, brands will actually want to disempower buyers — as a means to obscuring shortcomings in their product’s build or capabilities.
This, though, was the opposite of Figgy’s problem. Figgy makes best-in-category play couches. It was appropriately important to the brand that a large amount of information was communicated to potential shoppers, as all of it was relevant to the most important thing in their buyers’ lives: the health and well-being of their kids. For the conscientious shoppers who are Figgy’s core buyers, every little detail matters: the materials used in these couches. Their durability and stain resistance. Their size and adaptability for all sorts of spaces.
Empowering the consumer meant giving them all of this information — but in a manner that privileged readability. Mindful of the reality behind the idea of “too much of a good thing,” we aimed to give buyers as much information as possible, in a manner that was crystal-clear. Empowering doesn’t mean shoveling details at readers and hoping they can suss out what they need — rather, it means selecting the most relevant information and presenting it in a clear, cogent manner.
This has the added benefit of creating an environment of empathy between the brand and the buyer. The notion of service shouldn’t be limited to a page detailing how to make returns — the clear presentation of relevant information is in itself an empathetic, service-minded act, one that can build rapport and establish trust between shoppers (especially new ones) and a brand. This is especially relevant for businesses making high-end products, and even more so for those where tactility — literally the feel of things — matters. Figgy’s shoppers need to trust the brand. Clear communication is an often unheralded way of building that trust.
And so our mission became clear: How best to convey all of this information in a way that empowered the consumer. We built a FAQ, where they could quickly scan for answers to common questions. We replaced text with diagrams where relevant and experimented with new and cleaner ways of communicating the size of Figgy’s products. We added additional visual indications of trustworthiness, such as images representing various certifications and awards. And we established a new system of visual hierarchy, using bullets and bolding to establish clarity where paragraphs of dense text could not.
III. Our results
Taken together, our changes led to dramatic qualitative improvements in brand identity (Figgy is fun), clarity (Figgy is safe), and service (Figgy is trustworthy). Quantitatively, some of the changes we observed included:
Gains of +10.65% in conversion lift
Gains of +22.83% in revenue per user
Gains of $13,000 in observed monthly impact
Ultimately resulting in estimated additional revenue of $160,000 annually, after implementation of our recommended changes. .
This case study describes how we helped Figgy Play, a retailer of innovative play couches, increase their revenue per user by nearly 25%. Figgy Play had high-quality products and had won awards, but they were struggling to communicate their value to potential customers. We identified that their website didn't reflect the fun of their product and didn't provide enough clear information to empower buyers. By implementing changes to the website's design, color scheme, typography, and information layout, we were able to dramatically improve brand identity, clarity, and service. These changes led to a significant increase in conversion lift, revenue per user, and overall monthly impact.
