Dopo Domani
Bidding strategies deliver +314% conversions
+
100
%
Conversions
+
1
%
Clicks
+
1
%
Click Through Rate
About DOPO DOMANI
dopo_domani International Interior Design e.K. has been one of Europe’s leading destinations for exclusive interior design since its founding in 1989. The company combines an extensive online assortment with six brick-and-mortar design stores, each offering its own stylistic focus. Customers benefit from premium consulting by experienced architects and interior experts — both online and on-site.
The focus is on curated high-end furniture and design objects, making Dopo Domani a trusted partner for sophisticated interior projects.
Step 1
The Challenge
To fully unlock the potential of Google Ads, we faced several hurdles together with Dopo Domani starting in 2019. The objective: identify the right bidding strategy that would deliver significantly more conversions despite strong competition and a wide product assortment.
Uncertainty about user intent
The assumption was that users searching for specific brands might be more ready to purchase — but it was unclear whether this would also apply to more generic searches.
Competitive pressure in the high-end segment
Heavy competition in the premium interior market made it difficult to reach the right audience efficiently.
Gap between visibility and purchases
411,300 impressions with a 2.65% CTR but only a 0.14% conversion rate — a clear mismatch that generated high costs without results.
Urgency
This gap needed to be closed quickly — without major changes to the website or campaign structure.
Step 2
Our Approach
To overcome the disconnect between high visibility and low conversion rate, we implemented a structured testing approach. The goal was to obtain reliable results rapidly by adjusting bidding strategies.
Analysis & testing
- Hypothesis testing: Verified the assumption that brand-related searches lead to higher buying intent.
- Potential analysis: Used Google Keyword Planner and Reach Planner to evaluate search volume and conversion opportunities.
- A/B test setup: Compared the existing eCPC bidding strategy with “Maximize Conversions” over a four-week test period (Aug 29–Sept 25, 2019).
- Data evaluation: Despite limited data, a clear trend emerged favoring “Maximize Conversions.”
Implementation & optimization
- Strategic decision: After the testing phase, all Google Ads campaigns for Dopo Domani were switched to the new bidding strategy.
- Speed of execution: The change was effective immediately, without requiring structural changes to the website or campaigns.
- Continuous optimization: Early results validated the strategy, enabling further fine-tuning based on performance data.
We Create Digital Leaders
Step 3
WEVENTURE delivers Results
The shift to the new bidding strategy produced rapid improvements: within just a few weeks, conversions, conversion rate, and cost efficiency increased significantly. Beyond measurable success, the tests also delivered valuable insights for future data-driven bidding strategies.
Conversions
- +314%
The new bidding strategy significantly increased sales.
Conversion Rate
- 3.7x
More clicks turned into substantially more customers than before.
Cost-to-revenue ratio (KUR)
- –137 %
A major improvement in efficiency and budget usage.
CTR
- +19 %
Ads were clicked more frequently, reflecting higher relevance to the target audience.
Clicks
- +7.5 %
Increased click volume boosted visibility within the relevant market.
Learnings
Key Insights
- A/B testing is essential: Even with limited data, tests provide meaningful guidance and reduce decision-making risk.
- Bidding strategies have immediate impact: Switching to “Maximize Conversions” produced clear performance gains very quickly.
- Speed matters: Early switching — rather than long test cycles — was crucial for fast results.
- Data-backed hypothesis testing pays off: Assumptions about higher purchase intent in brand searches were validated.
- Small changes, big impact: Significant improvements were achieved without overhauling the website or campaign structure.
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References
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