Helping an interiors retailer increase e-commerce performance

UK Home Interiors has built a strong reputation supplying decorative interior products including coving, cornices, ceiling roses, wall panels, and mouldings to customers across the UK. Their market is highly competitive, with customers often spending significant time researching styles, measurements, and installation details before making a purchase.

The business already had an established WooCommerce website and active Google Ads campaigns generating traffic. However, despite healthy levels of interest, there were clear opportunities to improve conversion performance, reduce wasted advertising spend, and gain more accurate visibility into how customers were actually enquiring and purchasing.

Rather than recommending an expensive rebuild, morphsites worked closely with the client to identify where the existing platform could be improved commercially first.

Work this project included

• E-commerce optimisation
• Conversion rate optimisation
• Google Ads management
• Customer journey improvements
• Conversion tracking & attribution
• WooCommerce consultancy and development support

Understanding the opportunity

Customers purchasing decorative interior products often arrive with very specific intent. They may already know the style they want, be comparing dimensions, or be researching compatibility with existing interiors. Small points of friction in the buying journey can quickly impact conversions.

Following analysis of the existing website and advertising campaigns, several commercial opportunities became clear:

• Paid advertising budget was being wasted on lower-quality traffic
• Existing conversion tracking was under-reporting leads and phone enquiries
• Some high-value products were not being prioritised effectively within campaigns
• Customer journeys could be simplified for users researching specialist products
• Existing platform limitations did not justify a full redevelopment at this stage

Instead of introducing disruption and redevelopment costs, the strategy focused on improving the effectiveness of the existing WooCommerce platform.

Delivering growth without unnecessary redevelopment

Many businesses assume that improving e-commerce performance requires a completely new website. In reality, commercial gains are often available by addressing tracking issues, customer journey friction, and advertising inefficiencies first.

For UK Home Interiors, this approach avoided unnecessary redevelopment costs while still delivering measurable commercial growth across revenue, conversion rate, and advertising efficiency.