Our mission
Turn a solid European brand into a U.S. D2C performer. Fast.
Slid’Up (the U.S. B2C arm of E.U. B2B giant Mantion) had strong products and reviews, but its U.S. digital engine wasn’t converting to its potential. Our mission: clarify positioning for U.S. DIYers, fix critical funnel gaps, and lift paid media efficiency to reach, and surpass, a 4+ ROAS.
|
Industry |
HQ |
Year |
|---|---|---|
|
Door Hardware |
France |
2025 |
The challenge
Great product, leaky funnel, mixed signals.
We found several friction points suppressing conversion and paid efficiency:
- Legal/accessibility risks (non-compliance with ADA/Section 508).
- Performance issues on mobile.
- A broken .ca redirect hurting trust.
- The blog lived on a separate domain, splitting SEO equity.
- Above-the-fold real estate underused (slider in hero, social proof low on page, “Add to Cart” not always visible).
- Brand storytelling for U.S. DIYers was thin, while visual identity remained close to Mantion’s B2B world.
- On ads, Brand Search was a standout while Brand Shopping lagged; generic and Demand Gen bled spend; keyword strategy skewed to exact-match only with weak U.S. geo focus.
The strategy
Tighten the brand story. Unclog the funnel. Fund the winners.
1) Brand & positioning for U.S. DIYers
- Reframe value around DIY pride, simple install, durability (5-year warranty), and small-space benefits; build personas (new homeowners, budget-conscious families, ADU-friendly markets) starting with California.
- Evolve storytelling and visuals to U.S. lifestyle cues; warm, lifestyle imagery and moments (“weekend transformation”).
2) Site & CRO fixes that unlock paid
- Immediate risk & trust fixes: ADA compliance path, PageSpeed work, and fix the slidup.ca redirect.
- Eliminate homepage slider; simplify header; bring social proof and key benefits above the fold; make “Add to Cart” visible by default on PDP.
- Focus on mobile checkout friction (the biggest revenue gap driver).
3) Google Ads—ROAS first, then scale
- Budget to profit: fully capture Brand Search; fix Brand Shopping leakage (feed hygiene, negatives, split brand vs. non-brand).
- PMax to discovery—but with tighter asset groups, audience signals, and creative aligned to “easy install / 5-year warranty / French quality.”
- Shopping feed optimization (titles with high-intent terms like “sliding door hardware,” images, structured data).
- Geo strategy: start with California; then roll into other high-return states; launch a CA-specific campaign around local pain points.
- Keyword mix: keep exact-match for ROAS control; layer phrase/broad (+ negatives) to find new profitable queries as we scale.
- Guardrails: reduce low-quality generic/Demand Gen waste; CPC alone ≠ quality.
4) Measurement & ramp plan
- Granular tracking by product/audience/creative with monthly reallocation to high-CTR/high-ROAS clusters.
- Immediate ROAS optimizations: recommended to create laser-focused campaigns targeting California DYIers and ADU owners. Then consolidate & scale to additional states with a similar approach.
The outcome
From 1.8 to 4+ ROAS in four months on Google Ads, while several site and feed recommendations were still being implemented. We stabilized paid efficiency by prioritizing Brand Search coverage, cleaning up Shopping, tightening PMax inputs, and removing obvious conversion blockers. With the remaining CRO and feed actions, plus the state-by-state rollout, the program has headroom to push further. (Result provided by client data.)
